BEST STATION CONCEPT WINNER 2011: RESTAURANT ASSOCIATES AT THE U.S. HOUSE OF REPRESENTATIVES

WINNER: RESTAURANT ASSOCIATES AT THE U.S. HOUSE OF REPRESENTATIVES

ENTRY: MEAL DEAL$

THE BIG IDEA: Meal Deal$ shows how a concept need not be elaborate or expensive to be a “best concept.” it simply provides customers a quick way to identify grab-and-go selections in an airscreen cooler by separating items priced at $1, $2 and $3 on different shelves with clear signage (when the concept was adapted by other Restaurant Associates operations, some added a $4 section as well).

The rationale for the concept is that the House café serves a wide range of demographics, from high-end lobbyists to teenaged pages. The Meal Deal$ station was added to provide customers with limited budgets an attractive option where they know they can get high-quality choices (e.g., turkey on whole wheat or tomato/provolone/basil sandwiches for $3, a a quinoa salad for $2).

That helps bring them in when they otherwise might have opted not to visit. Also, by making the pricing distinctions so clear, the station allows for quicker flow-through, a critical consideration in a high-volume venue. Furthermore, the simplified pricing tempts customers to consider adding sides from other stations, boosting the check average from a demographic that may not even have entered the café previously.

PROJECT TEAM MEMBERS:

RESTAURANT ASSOCIATES

Michael Gallagher Senior Vice President, Operations

Gina Zimmer
Vice President, Marketing & Communications

Albert Lukas
Supervising Chef

Mary Bowman
Regional Director, US House of Representatives

Tom Green
Executive Chef, US House of Representatives

Serena Crutchfield
Regional Marketing Manager