Much has been made about the many new developments that have come about during the COVID-19 pandemic.
Long-standing aspects of the foodservice industry, such as delivery, curbside pickup and even grab and go all seemed to get viewed in a new light once governors and mayors across the country shut down dining rooms in an attempt to slow the spread of COVID-19. What stood out to me, though, was the thoughtful and creative way operators and their supply chain partners sought to leverage existing infrastructure in new and different ways.
Take, for example, Yogurtland. The frozen yogurt chain realized it was hitting a ceiling in terms of check average and its appeal across multiple dayparts. Instead of simply accepting this reality, the company embraced it and developed Holsom by Yogurtland.
This concept works well within the footprint of Yogurtland’s existing prototype and requires a relatively small equipment investment that includes beverage equipment, a toaster and a rice cooker. What’s more, none of that equipment will require a hood, which keeps the cost of implementing low.
Another example of a chain innovating within the structure of its existing prototype is Chipotle and its new digital kitchen. As the name implies, the location serves customers who place their orders via digital means, which includes the chain’s app, third-party delivery services, etc. Guests still experience the sights, sounds and smells they’ve come to associate with visiting a Chipotle restaurant. By emphasizing digital means, though, Chipotle can make more effective and efficient use of its labor. And Chipotle’s digital kitchens require smaller footprints, so the chain now has the ability to explore new locations as it grows.
And then there’s One Off Hospitality in Chicago. Like so many other restaurants across the country, this multiconcept operator’s dining rooms opened and closed at various times throughout the pandemic. With most of its restaurants located in Chicago, the company realized many of its customers come from the surrounding suburbs and even tourists. So, in an attempt to meet its customers where they are, the company launched One Off at Home, a curated collection of menu items and other foods partially prepared in the restaurants’ kitchens under the supervision of its chefs. One Off will ship these items to customers anywhere throughout the country, along with a few extras that help make receiving, preparing and ultimately consuming this food a potentially excellent in-home experience.
Finally, there’s the countless virtual concepts — too many to name here — that continue to emerge from existing restaurant kitchens. Big and small operators alike continue to develop restaurants that don’t see the light of day in any traditional manner and yet they continue to serve consumers by taking advantage of excess capacity available in already operating commercial kitchens.
Understandably, there’s been much conversation regarding what the industry is missing — indoor dining, events and more. I miss those things, too. What inspires me about these initiatives, though, is that they focus on what’s available to each business. That type of thinking can only lead to positive outcomes.
