Al Salas is on a mission to make the world a better place, one chicken at a time.
Salas, president and chief executive of Miami-based Koning Restaurants International, one of the largest Hispanic-owned Pizza Hut franchisees in South Florida, now is turning his attention to Chick’n Grill, a new, proprietary, fast-casual concept that prides itself on its green initiatives and offers grilled-chicken items in healthful applications. He says he is doing this out of a sense of responsibility to make the environment and his customers healthier and happier.
So how did Chick’n Grill come about?
We decided to take chicken and grill it in a fast-casual concept, without preservatives, MSG or trans fat, nothing fried. We wanted to go beyond organic [and] serve wholesome food that’s good for you. Nothing comes from a can. Everything is grown locally, and the chicken is hormone-free.
What other environmentally friendly initiatives did you implement?
All our utensils are biodegradable. All our plates and merchandise are, too. All paper and waste is recycled, and we use energy-efficient light bulbs and have installed slow-flow water faucets and toilets.
Are you certified by the Green Restaurant Association?
Yes, we’re one of the few restaurants in South Florida that is certified by the GRA. They are very stringent; they look at what you do and why you do it. We tell our [prospective] franchisees they have to be dedicated in their hearts to be eco-friendly and green-conscious. As far as we’re concerned, you can have all the money in the world, but if you do not do that, you are not a franchisee.
How did you decide what green aspects to include in your operation?
We sat with a focus group of consumers and employees and asked them what they would do if they owned the business. They told us about recycling and local produce, about no trans fat. Now we have five restaurants and probably will have five more within the next six months. But this is not just for profit. We want to do this for the right reasons: for the consumers and the experience.
Still, it is about profit, too.
By doing this we’ve gotten a ton of press and increased sales and traffic by nearly 30 percent. We’ve got kids telling their parents to come into the stores because they’re green. We’re not a gimmick; this is real.
Have you saved on any costs by going green?
We don’t look at it like we’re saving hundreds and thousands of dollars. It does cost a little more for food, but we offset it with energy efficiency.