Growth
Selling LTOs

California Tortilla is proud of its wacky marketing campaigns—most of which happen on a pretty small budget. To launch their popular Fish Taco two years ago, the chain's founder came dressed up as a scuba diver and had buckets of water dumped on him—all recorded for posterity in a goofy YouTube video. When it came time to promote the Teriyaki Burrito LTO this summer, the marketing department stirred up some viral "pre-excitement" six weeks before it was to hit the stores. "We put out a call on Twitter and Facebook for fans to send in fortune cookie messages that related to California Tortilla," explains Stacy Kane, director of marketing for the 40-unit Rockville, Maryland chain. "These were baked into fortune cookies that were handed out with every order of the Teriyaki Burrito." It created a lot of buzz—and buzz is the measure of an LTO's success, she adds. "The other great thing about social media is you get immediate feedback."

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Kitchens on a shoestring

It’s not going to do you much good if you go broke outfitting the back of the house. But if you use a little creativity here, a little elbow grease there, you can have a first-rate kitchen with money to spare. Take a look at what these inventive operators did with a little money and a lot of ingenuity. They spent anywhere from just over $13,000 to, in one extreme example, over $200,000 for a whole new prototype for an entire chain's new kitchen.


Happy with your distributor?

What’s your distributor done for you lately? If nothing comes to mind besides dropping off cases of product and supplies at the back door, then maybe it’s time to start asking some questions. Or even consider looking for another distributor. Today almost all foodservice distributors offer at least some value-added services to help restaurants—especially independents and small chain operators—improve their performance and profitability. A handful set themselves apart with beyond-the-norm initiatives. Here are a few we think are worth knowing about.

Menu: Beer/Food

In the Deschutes Brewery pub, beer is deconstructed and rebuilt on the plate.

Need to borrow a few bucks?

Before she heads off to work, managing her father’s restaurant in Elkin, North Carolina, Shannon Sparks logs onto the Internet and checks bids from the night before. Unlike most online auctions, the bidders aren’t vying to buy a camera, an antique or a slightly used iPod. They’re bidding for the right to lend her family’s business, the Basin Creek Country Store, $20,000 for a new point of sale system. Sparks is trying out a new funding source for restaurant owners, entrepreneurs and everyone else: a website called Prosper Marketplace or Prosper.com.

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Bajio Mexican Grill

2009 Future 50 - #6 Bajio Mexican GrillAmerican Fork, UT

The Utah-based Bajio Mexican Grill dishes up “inspired Mexican” food that is made from scratch. The fast-casual menu features marinated meats, “amazing flavors” and gentle spicing that appeals to more sophisticated palates. Mexican tiles, copper pots and other artisan touches enhance... (more)

See the complete list of 2009 Future 50 restaurants. 

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