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Eat'n Park names leader for e-commerce divisionEat'n Park names leader for e-commerce division

Chain says online cookie sales growing since launch of new website

Bret Thorn, Senior Food Editor

August 31, 2010

2 Min Read
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Bret Thorn

Eat ’n Park said it has appointed a dedicated person to handle its growing e-commerce activity.

Adam Golomb, the former marketing director of the 76-unit family-dining chain, has been named director of e-commerce.  Kevin O’Connell remains the company’s senior vice president of marketing, and Golomb said his previous duties have been divided among a number of people.

A cornerstone of the company’s e-commerce business is the mail-order sale of its trademarked Smiley cookies, and Golomb's promotion comes two months after Eat'n Park soft-launched a new website for the treats. The cookies previously had been sold through Eat’n Park’s restaurant website.

Since launching www.smileycookie.com, conversion at the site — the number of visitors to the site who buy something — has doubled from about 5 percent to about 10 percent, and the average sale is up by 30 percent, the company said.

“Our sales are up dramatically, but we’re starting from a very small base,” said Golomb, who declined to give details of total sales.

“It’s all about the gifting experience,” said Golomb, noting that the Eat'n Park has updated the packaging and expanded options for customizing the cookies, which are now available in heart, flower and star shapes as well as the traditional round shape. Mini-Smiley cookies — 2.5 inches in diameter instead of the usual 4 inches — also are available, with the additional color options of baby pink and baby blue.

“We’ve had good traction in the wedding market with those,” Golomb said of the mini-cookies, saying they have become popular wedding favors.

He added that there has been a “tremendous response” from businesses that are sending the cookies as gifts, and said they were planning to expand the website to allow businesses to put logos and messages on the cookies.

Eat ’n Park operates restaurants in Pennsylvania, Ohio and West Virginia. Its home state of Pennsylvania remains the state that buys the most cookies, followed by Virginia, Florida, Texas and Ohio.

Contact Bret Thorn at [email protected].

About the Author

Bret Thorn

Senior Food Editor, Nation's Restaurant News

Senior Food & Beverage Editor

Bret Thorn is senior food & beverage editor for Nation’s Restaurant News and Restaurant Hospitality for Informa’s Restaurants and Food Group, with responsibility for spotting and reporting on food and beverage trends across the country for both publications as well as guiding overall F&B coverage. 

He is the host of a podcast, In the Kitchen with Bret Thorn, which features interviews with chefs, food & beverage authorities and other experts in foodservice operations.

From 2005 to 2008 he also wrote the Kitchen Dish column for The New York Sun, covering restaurant openings and chefs’ career moves in New York City.

He joined Nation’s Restaurant News in 1999 after spending about five years in Thailand, where he wrote articles about business, banking and finance as well as restaurant reviews and food columns for Manager magazine and Asia Times newspaper. He joined Restaurant Hospitality’s staff in 2016 while retaining his position at NRN. 

A magna cum laude graduate of Tufts University in Medford, Mass., with a bachelor’s degree in history, and a member of Phi Beta Kappa, Thorn also studied traditional French cooking at Le Cordon Bleu Ecole de Cuisine in Paris. He spent his junior year of college in China, studying Chinese language, history and culture for a semester each at Nanjing University and Beijing University. While in Beijing, he also worked for ABC News during the protests and ultimate crackdown in and around Tiananmen Square in 1989.

Thorn’s monthly column in Nation’s Restaurant News won the 2006 Jesse H. Neal National Business Journalism Award for best staff-written editorial or opinion column.

He served as president of the International Foodservice Editorial Council, or IFEC, in 2005.

Thorn wrote the entry on comfort food in the Oxford Encyclopedia of Food and Drink in America, 2nd edition, published in 2012. He also wrote a history of plated desserts for the Oxford Companion to Sugar and Sweets, published in 2015.

He was inducted into the Disciples d’Escoffier in 2014.

A Colorado native originally from Denver, Thorn lives in Brooklyn, N.Y.

Bret Thorn’s areas of expertise include food and beverage trends in restaurants, French cuisine, the cuisines of Asia in general and Thailand in particular, restaurant operations and service trends. 

Bret Thorn’s Experience: 

Nation’s Restaurant News, food & beverage editor, 1999-Present
New York Sun, columnist, 2005-2008 
Asia Times, sub editor, 1995-1997
Manager magazine, senior editor and restaurant critic, 1992-1997
ABC News, runner, May-July, 1989

Education:
Tufts University, BA in history, 1990
Peking University, studied Chinese language, spring, 1989
Nanjing University, studied Chinese language and culture, fall, 1988 
Le Cordon Bleu Ecole de Cuisine, Cértificat Elémentaire, 1986

Email: [email protected]

Social Media:
LinkedIn: https://www.linkedin.com/in/bret-thorn-468b663/
Facebook: https://www.facebook.com/bret.thorn.52
Twitter: @foodwriterdiary
Instagram: @foodwriterdiary

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