In the ever-more-challenging steeplechase for customers, restaurant operators are beginning to make a tradition out of nontraditional locations.
Airports, hotel-casinos and college campuses are becoming fertile ground for restaurant development as the geography for conventional stand-alone and mall sites becomes congested.
The 210-unit Uno Chicago Grill chain, based in Boston, in mid-November added two Uno Due Go fast-casual units to its system, at the Dallas-Fort Worth International Airport. Similarly, 70-unit Raising Cane’s Chicken Fingers of Baton Rouge, La., earlier this year opened a scaled-down version at the San Antonio International Airport.
California Pizza Kitchen Inc. on Nov. 10 grew the Los Angeles-based casual-dining system when franchisee HMSHost Corp. launched a full-service location in McCarran International Airport in Las Vegas.
The T.G.I. Friday’s division of Carlson Restaurants Worldwide in the past two months has opened four new casual-dining units in Las Vegas casinos after reaping rewards from units in the Orleans Hotel and Casino there.
Of his chain’s new airport location, Paul Tuennerman, Raising Cane’s vice president of business development, said: “Given the current economic situation and credit crunch, we feel it is a great avenue to pursue for growth.
“The San Antonio Airport Raising Cane’s has been open for close to nine months and is the first of our efforts to extend the brand beyond the traditional street-side locations,” he said.
“We currently have a defined strategy that focuses on a few key segments in the nontraditional market, such as universities and commercial-service airports, and have been actively pursuing a deal with a couple of key players, in each of those segments,” Tuennerman added.
Uno Chicago Grill worked with franchisee FGR Food Corp. of Dallas to create the new Uno Due—pronounced “doo-ay”—Go units at DFW’s airport. The first 1,700-square-foot unit opened Nov. 6, followed by the second 700-square-foot outlet Nov. 13.
“This fast-casual concept really provides a broad menu along with beer, wine, soups, coffees, teas and other drinks,” said Jamie Strobino, Uno’s senior vice president for new concepts.
Chief operating officer Robert D. Goldblatt said FGR was looking to develop a concept to complement the eight franchised Au Bon Pain units it already has at the airport as well as the casual-dining Riata location it operates.
The Uno Due Go units have pressed-tin ceilings, contemporary bar furniture and a panini press, which can make sandwiches to order or stock them in an extensive to-go case that also merchandises pizzas, salads and wraps.
Aiming to tap into future expansion at other airports as well as college campuses, malls and hospitals, Uno Due Go units also feature a computer kiosk to provide nutritional data. Uno’s Strobino said nearly all menu items contain fewer than 550 calories, and the range of offerings is broader than at the company’s 120-unit Uno Express chain.
Frank Guidara, chief executive of Uno, explained that the company’s alternative brands intend “to provide our guests the convenience of exceptional Uno food and beverage with unparalleled Uno hospitality in as many venues as possible.”
Of course, various nontraditional concept innovations preceded this latest wave. Rather than launch the typical fast-casual variant in the international terminal at Los Angeles International Airport, locally based Grill Concepts Inc. instead opened an 8,300-square-foot full-service/fast-casual tandem branch of its Daily Grill chain there in 1997. Officials have said that outlet is among Grill Concepts’ highest-grossing venues.
The pace and variety of airport restaurant development have increased as governing boards seek quality options for travelers who must spend added time within the security confines of terminals, especially since restrictions were heightened after the terrorist attacks in 2001.
Foodservice contractors and airport boards constantly are seeking new alternatives to traditional fast-food outlets.
For example, in September, Delaware North Cos.’ Travel Hospitality Services of Buffalo, N.Y., partnered with Which Wich, the 50-unit sandwich chain based in Dallas, for future airport and other contract food-service venues.
“We take pride in partnering with innovative companies like Which Wich that stand out in the industry,” said Matt King, president of DNC’s travel division. Now, we can provide airports and travelers with a concept others simply can’t offer.”
In addition to such highly populated places as airports, casinos also are drawing the attention of chain operators.
In Las Vegas, Briad Restaurant Group LLC of Livingston, N.J., opened a T.G.I. Friday’s restaurant in the Orleans hotel-casino in April 2006. The restaurant is one of the top revenue generators of the 70 T.G.I. Friday’s owned and operated by Briad and is also one of the highest-grossing outlets in brand’s entire 610-unit U.S. system.
“The success of the Orleans T.G.I. Friday’s restaurant is a testament to the synergy between the Friday’s brand and casino customers,” said Brad Honigfeld, Briad’s chief executive.
In the past two months, Briad opened additional Friday’s units in Las Vegas at Sam’s Town Hotel and Gambling Hall, the Gold Coast Hotel and Casino, the Sun-coast Hotel and Casino, and Aliante Station Casino & Hotel.
“Despite the current unfavorable news coverage about the restaurant industry, the T.G.I. Friday’s brand continues to grow, and the expansion of our casino restaurants is the perfect way to connect with our guests and reach new guests,” Honigfeld said.
Briad pioneered breakfast service for T.G.I. Friday’s at the Sam’s and Gold Coast properties, a first for the chain.