Boston Market
Turnaround Strategy
Problem:
Guest traffic trends had been declining for two years at the 00-year-old rotisserie chicken chain. The new CEO must raise guest counts but can budget only $75,000per-store to fix the problem. He hires RTS in late 2009 to advise on ways to boost traffic and sales.
Implementation:
RTS culinary and operations teams develop a plan to improve the customer experience without increasing prices. Teams replace hot-case’s stainless steel pans with colorful pots, plastic plates with melamine, and plastic- ware real silverware. RTS moves menu board to back wall, making it easier to read. Boston Market schedules employee Impact Meetings throughout system ahead of launch to explain the initiative – dubbed America’s Kitchen Table.
Results:
During pilot-test in media-supported South Florida market guest-traffic climbs 20 percent, a figure that’s sustained for 5 months.
