Cuisine type is only part of what will make the restaurant of the future successful. Until recently, we didn’t expect any more out of our favorite eateries than to satisfy our appetite. But philosophy is now as much a part of a restaurant’s identity and appeal as the food.
That’s the conclusion I reached when I worked on a recent article for QSR magazine about five restaurant brands you should be aware of but probably aren’t.
The magazine editor accumulated the brands throughout the year and assigned me to research what makes them so noteworthy. Here are a few of the winning characteristics of the restaurant of the future:
Support of local causes. Leftover food at the end of the day need never go into the dumpster. Scottsdale, Ariz.-based Wildflower Bread Company, with 11 units, donates its daily leftovers to shelters or churches. It has a “Wildflower Cares” program in which it gives charitable donations to area causes rather than spend the money on advertising. Nick’s Pizza & Pub (two locations in the Chicago area) does the same thing. It is big on community fund raisers and gives 15% of a day’s sales to the selected cause, which could be a Boy Scouts troop, a school band, or a local family’s medical need. The designated group uses all manner of promotions to get people into the restaurant, so Nick’s Pizza never has to advertise itself.
“Natural” focus. Naked Pizza says it all. The 20-unit chain with headquarters in New Orleans is totally about healthy pizza, complete with prebiotics, probiotics and all-natural ingredients. Aren’t you noticing that processed is on the way out?
Look for another natural chain, LYFE Kitchen, to come on the scene, beginning in August in Palo Alto, Calif. Former McDonald’s execs have whipped some ideas into a new restaurant concept using famous chefs Art Smith (former personal chef to Oprah Winfrey) and Tal Ronnen, famed vegan and vegetarian chef. There will be no microwaves or fryers, and all dishes will have 600 or fewer calories, including many vegan options.
Carbon footprintless (or at least almost). LYFE Kitchens will be big into recycling and energy efficiency, and of course, not allowing delivery trucks to drive too far to get the food to the restaurants. Local sourcing is the goal.
Up-to-the-second technology. Life will be easier at LYFE Kitchens, which plans to use i-Pad-like technology for ordering at the table (and playing games, listening to music, etc.) This will be a big area, based on the booths I saw at the National Restaurant Association show touting on-line services, computerized menu boards and interactive menus. Along with all that will be customized ordering. Successful restaurants of the future won’t limit customers so much on the ingredients in an entrée.
In summary, the notable restaurant of the future will follow consumer interests and philosophies and will build them into the operation model. Consumers will offer their dining-out dollars as a reward (as long as the food tastes fantastic).
Long-existing chains, perk up. You will need to rethink everything.
Tell me what you think.
Jody
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