As Simple as 1, 2, 3
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:
Michael Gallagher Senior Vice President, Operations
Vice President, Marketing & Communications
Regional Director, US House of Representatives
Executive Chef, US House of Representatives
Regional Marketing Manager