LOS ANGELES —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
First developed in downtown Los Angeles and recently opened in suburban Charlotte, N.C., and with more branches planned for both markets, the bistro is an alternative to the company’s fully fast-casual Wolfgang Puck Express that offers flexibility in matching a format to a particular location. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
Ron Biskin, president of Wolfgang Puck Express Licensing LLC, which is franchisor of both the express and bistro brands, contends that the new hybrid service model offers certain advantages at a time when strong economic headwinds are battering operators nationwide. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
But critics say such dual-personality hybrids pose operational challenges, not the least of which is convincing diners to pay more and tip for a full-service dining experience after they may have eaten cheaper, faster food from the same kitchen earlier in the day. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
“When customers are paying up in time, money and a tip, they have to feel there’s a certain value there,” said Randall Hiatt, president of consulting firm Fessel International, based in Costa Mesa, Calif. “You expect to get food of a certain quality. It’s hard to make a convincing case for a hybrid like that.” —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
Only a few operators have experimented with such hybrids, largely unsuccessfully, said Hiatt. One such attempt was by the two-unit Yan Can restaurants, inspired by television chef Martin Yan. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
Executives of Sizzler USA, the 50-year-old fast-casual grill chain based in Culver City, Calif., in the past discussed the possibility of testing a fast-casual/full-service hybrid, but now say that is unlikely. A Sizzler franchisee is scheduled to open a full-service variant of the concept in Houston in May, and the company also is planning a test of an express version, which would give franchisees three potential models to choose from. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
For Puck’s company, the bistro grew out of revamping done to a Wolfgang Puck Express unit in Los Angeles that opened in 2006 and was reconceptualized as the hybrid Wolfgang Puck L.A. Bistro last November. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
Wolfgang Puck Carolina Bistro, which opened earlier this year in Charlotte, was also a converted Puck Express unit. Later this year, the company plans to open a third bistro in Westlake Village, Calif., and franchisees are also planning to open two units in Toronto. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
Puck, whose empire grew out of the first Spago restaurant, which opened in West Hollywood in 1982, now leads a Las Vegas-based fine-dining division that operates about 14 upscale restaurants. His catering arm handles major events across the country, including the glamorous Governor’s Ball after the annual Academy Awards ceremony. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
The more than 80-unit Puck Express chain now includes small grab-and-go kiosks in airports across the country, as well as the limited-service outlets. For years, however, Puck’s executives have been retooling his casual-dining outlets as the Wolfgang Puck Cafe chain shrunk to its current four-unit size and Puck Express units were revamped to “Wolfgang Puck Gourmet Express,” only to drop “Gourmet” from the name a few months later. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
“It’s true, we are continuing to refine and define what the optimum facility, menu and operational strategy will be to present Wolfgang Puck’s food in a casual-dining venue,” Biskin said. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
“Now we feel we’ve got it,” he added, referring to the bistro model. “We definitely feel it has resonated with guests and their lifestyles.” —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
Like the express brand, the bistro menu centers on several Puck classics like the Chinois Chicken Salad, Rosemary Rotisserie Chicken and wood-fired pizzas. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
All of the core proteins at the bistros are made in house, including the roasted chickens, roast beef, and turkey and pork used in many salads, sandwiches and pizzas. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
The bistros, however, leave room on the menu for regionally relevant dishes as well as seasonal specials that take advantage of local produce and other products. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
Puck’s Carolina Bistro, for example, offers a pecan-crusted pork chop and barbecued pulled-pork sliders. The Toronto units are planning to feature a tandoori rotisserie chicken to appeal to the large Asian population there. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
About 25 percent of business at the Puck L.A. Bistro is takeout. So far lunch has been the highest-volume daypart with average ticket times ranging from six to 10 minutes, though volume is split evenly between lunch and dinner at the Charlotte location. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
Earlier in the day, guests order at a counter, pay at a separate cash register and either sit to eat or carry out. At dinner, however, the dining room is reconfigured slightly to add a hostess stand. The lighting is dimmed, music encourages a slower pace, and tables are set with place settings. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
The dinner menu also features more entrées and has appetizers, starter salads and beer, wine and shochu cocktails. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
Hybrid service requires a different training system, Biskin said. Lunch cooks are trained for speed, where at dinner they need to pace the various courses, for example. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
Where the Puck Express units range in size from 1,200 to 2,500 square feet, the bistros typically have about a 3,000-square-foot footprint. The average check at express units is $6 to $9 per person, where bistros average $10 to $12.50 at lunch and $18 to $20 at dinner. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
“The big chains are struggling to be half-empty at best,” Biskin said. “I have a 3,000-square-foot facility that can address lunch and dinner differently. It can adapt [to the needs of the location].” —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
Biskin said average-unit volumes between both concepts range from $1 million to $4 million. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
“It all comes down to location and execution,” he said. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
Though Puck plans to continue growing the express model, the bistro will be the focus of franchising efforts over the next five years. Los Angeles, the Carolinas and Las Vegas will be the primary target markets for corporate units, while franchisees “who get the culinary piece” are being sought for other areas, Biskin said. —Wolfgang Puck’s casual-dining division is planning an aggressive rollout of a new three-daypart bistro concept that would break new ground with a hybrid service model that’s fast-casual at breakfast and lunch and full-service at dinner.
