The fact that theme restaurants remain among us is an indication that however lackluster the profitability of the more popular ones, there is money to be made in this sector of the food service industry. On show 602C, ("Branded Restaurant Concepts"), World Business Review takes a behind-the-scenes look at a restaurant concept that takes an innovative approach to bridging the gap between high-end theme restaurants and your everyday fast food joint.
The KonLin Letter recently pronounced the theme restaurant market to be "the most popular and fastest growing segment of the $320 billion U.S. restaurant industry." However, many of these restaurants are notorious for their inattention to food and service quality. Eat At Joe's is a 1950's-style restaurant chain that seeks to meet the growing need among the working class or the residential populous for good tasting, home-cooked meals, served three times a day at affordable prices and first-rate service. Eat At Joe's positions itself as an affordable, service-centric eatery that focuses on quality home-style food for locals, rather than tourists. The nostalgia of a diner set in an era gone by makes for an appealing backdrop for a dining experience, while the food quality, extended hours, prices and decidedly friendly service capture the fast food value that patrons have come to enjoy and expect.
Eat At Joe's has augmented its base of several locations, expanding the scope of its involvement with the Koo Koo Roo restaurants in Canada. Eat at Joe's previously managed Koo Koo Roo's Canadian operations, but has recently completed a deal providing them with exclusive licensing rights (20 years) in Canada. Koo Koo Roo restaurants cater to the health conscious consumer, a concept that is fully aligned with Eat at Joe's differentiation strategy. The company is also in the process of acquiring a multi-unit restaurant chain that offers yet another type of menu, covering all culinary bases to capture a share in those niches as well. With particular sensitivity to regional tastes, Eat At Joe's, unlike the fast food giants, has a flexible menu, tailored to the preferences and expectations of the regions in which it operates.
Gino Naldini, President and Chief Operating Officer of Eat At Joe's, said patrons are looking for much more than a place to eat. "Consumers at the end of the millennium are looking for more than just food. They're looking for an environment, they're looking for a place to come and have fun with their families as well, and that's what I think we've (provided) at Eat At Joe's," said Naldini. He added that recruitment is a key first step in attracting the personnel that embody the Eat At Joe's spirit, but that training and re-training are equally important. "You must invest and re-invest in your people, and you must supply them the tools in order for them to be successful and in order for you to be successful," said Naldini.
Eat At Joe's management team has a combined 45 years of restaurant industry experience. The company is positioning itself as a diversified restaurant organization that operates various dining concepts under one umbrella. Eat At Joe's growth strategy is to proceed with its current course, developing the existing concepts (theme restaurant and specialty menu operations) as well as to aggressively pursue acquisition opportunities. The company is also focusing on redoubling the performance of its existing operations to realize its maximum revenue and earnings potential.
Forward inquiries to Amanda Johnson, Eat At Joe's, Ltd., at (914) 725-2700. For more information, visit www.eatatjoesltd.com, or contact World Business Review, at info@wbrtv.com. |
