Pick Up Stix: fresh food cooked with theater-style flair gives chain a starring role in hot Asian segment

Nation's Restaurant News, Jan 31, 2005 by Ron Ruggless

The direction of Pick Up Stix, the 100-unit Asian fast-casual division of Carlson Restaurants Worldwide, is likely to change under new leadership appointed earlier this month.

Jeff Warne, who formerly was executive vice president and chief operating officer of CRW's T.G.I. Friday's international division, Jan. 18 was named to replace Tim Pulido, who had been president and chief operating officer of Pick Up Stix since April 2003.

Pulido had overseen a reimaging of the nearly 16-year-old concept and last fall debuted a new prototype in Corona, Calif., 45 minutes east of Los Angeles.

Richard Snead, president and chief executive of CRW, says the philosophy of Pick Up Stix will remain to provide "fresh Asian food pre pared-to-order in a contemporary, casual environment."

"Our particular focus is providing great take-home meals for the family," Snead says. Systemwide, Pick Up Stix does about 60 percent takeout and 40 percent dine-in, though it varies by store.

Carlson is investing to build 20 units this year, Snead adds.

The new prototype was created by Chute Gerdeman, a Columbus, Ohio-based firm that also designs other, more straightforward retail businesses. Pick Up Stix's new look combines traditional and contemporary Asian-style elements, and the restaurants' interior color palette of reds and golds provides a warm, rich, comfortable feel.

"The colors reflect spice, flavor and heat--important elements of Asian cooking," says Melanie Bruno-Carbone, executive director of marketing for Pick Up Stix.

"The heart of the home--the kitchen--is the inspiration for our restaurant," Bruno-Carbone says. "Our new design continues to focus on the work done in the kitchen. Our wok chefs use fresh vegetables and the finest ingredients available. We do not add MSG. The heart of the Pick Up Stix concept is the preparation of the food, so, of course, the kitchen takes center stage."

"Pick Up Stix restaurants have remained true to their open-style kitchen, which allows guests to enjoy the 'wok theater,' watching as chefs prepare their meals custom-made to order," Snead says.

The first Pick Up Stix restaurant was opened in 1989 in Rancho Santa Margarita, Calif., by Charles Zhang, a Chinese immigrant who arrived in the United States in 1982. His concept called for a Chinese restaurant that satisfied American consumers' demand for fast, high-quality Chinese food that was cooked fresh. Zhang developed recipes and sauces, adapting traditional food to American tastes by reducing the oils and adding wine, vinegar and soy sauce to create flavorful dishes. Pick Up Stix's cooking still is done in 400-degree woks.

The company says the most popular menu item is Pick Up Stix's signature entree, House Special Chicken, which is prepared with white wine, garlic and soy sauce. Other entrees include sweet and sour chicken: beef and broccoli; garlic shrimp; teriyaki vegetable bowl; and orange-peel chicken. Best-selling appetizers are cream-cheese won tons and Asian lettuce wraps. Ingredients are prepared in a local commissary.

In July 2001 Pick Up Stix was acquired by CRW. At the time, the concept had 47 company units and four franchise units. Recently, the company moved its corporate offices from San Clemente to Talega, Calif.

Units do about 200 orders per day, and sales are divided about 40 percent for lunch and 60 percent for dinner. Units average about 2,000 square feet and 35 seats.

Average checks, which can include more than one person, are about $14.50. The company will not divulge actual sales figures; however, reliable sources say average units bring in about $1.05 million in annual sales, and the system now does about $100 million.

The recent changes have produced a new Pick Up Stix look.

"The original store design showcased the wok kitchen," Snead says. "However, the primary material used in the store was stainless steel.

"While this communicated cleanliness and functionality, the original design was often perceived as cold and lacking in character. More important, while food was made-to-order in true quick-casual fashion, all the cues and hues in the restaurant--from the menu board to uniforms--indicated that Pick Up Stix was a fast-food restaurant. We also needed to streamline the order-taking process to properly service our takeout customers."

Since the debut of the new prototype Pick Up Stix has expanded it to the California communities of San Diego, Orange County, Corona, Oxnard, Simi Valley, Sacramento, South Bay and East Bay.

Major design changes include a marked division of the dine-in and takeout areas.

"Take-home meals are a significant part of Pick Up Stix's business," Snead says. "Separate dine-in and phone-ahead pick-up counters have been created, allowing for a more structured ordering process."

"Another change implemented to streamline the ordering process is the positioning of larger and more colorful menu stands, now at eye level with guests as they enter the restaurant," he says. "Signage located above the beverage station and condiment bar directs guests toward the dining area, where their order is delivered to their table by a Pick Up Stix staff member."