Melting Pot revitalizes fondue as 12th unit opens

Nation's Restaurant News, Jan 12, 1987 by Karen Bruno

Melting Pot revitalizes fondue as 12th unit opens

TAMPA, Fla. -- If fondue is no more than a warm, hazy memory, you probably aren't alone. However, a fondue chain based here and appropriately called The Melting Pot has dusted off the concept--apparently with surprising results.

(For those of you whose memories are less than hazy, fondue is a blend of Swiss cheeses, wine and spices that is melted together over an open burner. Pieces of bread and raw fruit are dipped into the blend and eaten.)

"We have found our niche and defined it very narrowly," said Bob Johnston, a vice president and, along with two brothers, co-owner of the chain. "Our concept is considerably removed from that of a chalet-style restaurant which serves only Swiss-style food," he said.

This past month The Melting Pot, which serves only dinner, opened its 12th restaurant, a franchised unit, in Coral Springs, Fla. The decor is modern--wood, tile tables, lots of plants and a loft area below the ceiling. The menu includes seven fondue entrees, several side dishes and dessert fondues. The entree price includes a salad, and wine and beer are available by the glass.

During the 11 years since the first Melting Pot opened, the cuisine has gradually evolved. The first Melting Pot offered two cheese fondue dishes and a dessert fondue.

The Melting Pot has expanded its menu to encompass a fondue style of eating as well as the authentic dish: The diner coats pieces of raw chicken, beef, seafood or vegetables in a seasoned batter, fries them in peanut oil and then dips them in an assortment of sauces.

"Our cheese fondues don't sell as well as our seafood, chicken or beef fondues," Johnston admitted. A choice of two cheese fondue "appetizers" is included in the price of a beef, chicken or seafood entree, however. Two traditional dessert fondues are still available.

The Melting Pot menu describes its concept to customers as "an adventure in dining" and a "communal" dining experience. It has nothing to do with the communes of the late '60s and early '70s, when, incidentally, interest in fondue peaked and it was often made at home. It is a novel style of eating that lends itself equally well to large groups and more intimate tables.

The Melting Pot uses color-coded spears so groups of diners don't lose track of their food.

Johnston concedes that his chain has been helped because fondue "is fun to eat and difficult to duplicate at home" since it requires special equipment. "The Sterno cans that are used for making fondue at home don't get hot enough," he said.

The Melting Pot uses specially equipped tables that have an electric, cast-iron burner embedded in the middle of the table. The units heat up rapidly to melt the mixture of cheese and wine in specially designed pewter pots.

Spirits add to the convivial atmosphere. "An integral part of our concept, because of their profitability, is selling vintage wines by the glass, which is still underdeveloped here," Johnston said. The four franchised units that opened in the last two years have a wine bar with a Cruvinet system in the lobby area. Wine bars will be added to most of the older units, he added. A glass of wine is $1.95, and a liter is $6.95.

Very little advance preparation is involved, and there is little waste of product compared with a full-service restaurant, Johnston said. That would explain the low food and labor costs, which are 21% and 10.5%, respectively.

Because neitjher expensive kitchen equipment nor a highly trained chef is required, start-up and operating expenses for each restaurant are relatively low, he added.

Franchises are as little as $89,000 to $112,000 for a turnkey operation, exclusive of real estate.

The third company-owned Melting Pot is scheduled to open in February in upscale Clearwater, Fla. "We needed the room for training," he said. With 130 seats, it will be the second-largest restaurant in the chain and will include a training facility.

Gross sales for each unit range between $375,000 to $450,000 on average, Johnston said.

The 12 units are located in Southeastern Florida; Atlanta; and Raleigh, N.C.