Hot Concepts! winners share tips for marketing diverse brands

Nation's Restaurant News, Oct 13, 2003 by Milford Prewitt

With a studious focus on fresh foods and facing a stiff U.S.-imposed ban on Brazilian meat products, Oliviera said the key to the company's success has been latching on to suppliers whose product quality is unparalleled.

Grand Lux Cafe also is contemplating growth in the coming years. With one unit each in Las Vegas, Chicago and Los Angeles, Howard Gordon, senior vice president of business development and marketing, said the company is determined to grow the brand without consumers thinking that Grand Lux and The Cheesecake Factory are related.

"We want to keep them separate because they are two different concepts with two different clienteles," Howard explained. "Even the menus are different, with different items even though there are a few cheesecakes on the menu."

When Koteff asked Gordon why the company would create a new concept although The Cheesecake Factory still has some of the highest average-unit volumes in all of foodservice, he replied, "to see if we could."

Clarence Otis Jr., president of Smokey Bones BBQ, said his Darden brand is expanding rapidly. Since May the chain has grown from 34 units to its current total of 46 stores. Another 25 to 35 are on schedule for next year.

Otis said what gives Smokey Bones--a concept that tries to duplicate the various barbecue cooking styles from around the nation--its unique appeal is that it tries to eliminate the veto vote by giving guests what they want.

"We had a very strong summer," Otis said. "I think the key to our success is that we don't see ourselves necessarily serving up regional barbecue cooking styles.

"But we concentrate on guest preference, the way the guest wants it done. The key is slow cooking over hardwood. That is enjoying great acceptance."

Tyson Foods Inc. was the presenter of Hot Concepts!