FAST FOOD ON THE FAST TRACK
T he broad appeal of fast-casual and fast food spots make them essential to the F & B lineup . They ’ re inexpensive , consistent and familiar , and the portable meals can be enjoyed anywhere , from poolside to the slot floor .
Fast-food staple Subway has more than 40 casino locations . Liz Smethurst , global account manager for new business development , expects the number to grow . “ We have a simple operation and no heavy equipment , like deep-fat fryers or grills . So decision-makers find us an easy partner to work with .”
Along with speedy meal prep , Subway lets customers order exactly what they want , and prides itself on better-for-you meals on the go .
“ A lot of casino patrons are looking for fresh , quick options ,” Smethurst says . “ One location at Foxwoods is by the bus pickup point . It ’ s an easy , convenient way to grab a sandwich for the ride after a day at the casino .”
Pie Five Pizza Co ., a subsidiary of Dallas-based RAVE Restaurant Group Inc ., is another fast-casual restaurant making inroads in the casino market . Its build-your-own approach lets customers design their pies , choosing among different crusts , sauces and toppings . The pies are baked in under three minutes , says Kurt Guttshall , a partner at Slice of the Pie LLC , which is leading the concept ’ s nationwide casino development . “ So by the time you pay , your pizza is sizzling hot , ready to go ,” he says . “ There ’ s no delay . And no matter what you put on it , it ’ s $ 8.99 .”
The restaurant has been a big hit at the Hard Rock in Biloxi , Mississippi . It ’ s Pie Five ’ s only casino location , but more are in the works .
“ We had such a great response ,” says Guttshall . “ We ’ re anticipating the market to be really strong .”
Pie Five comes with low build-out costs and ovens that can crank out up to 500 pizzas per hour . At Hard Rock , Guttshall says , customers can use their player comps at the restaurant . “ That ’ s huge for us , and it ’ s huge for them .”
The menus are usually the same at locations inside and outside casinos , but most in-casino eateries stay open later . Subway ’ s casino locations are open 24 hours , and Pie Five stays open until around 1 a . m . The restaurants have the added advantage of brand familiarity .
“ Franchisees benefit from the fact that they ’ re joining a brand with national advertising campaigns , which keep the company name top-of-mind for consumers ,” Smethurst says .
With familiarity comes consistency . Customers know what to expect from well-known restaurant chains , and they appreciate choices .
“ When a guest visits a Subway restaurant , regardless of where it ’ s located , they ’ ll find their favorite subs ,” says Smethurst . “ Casinos show they ’ re responsive to customer needs by offering a better-for-you , portable food option . It ’ s smart business .”
Pie Five ’ s menu emphasizes pizza and salad , but Guttshall , who also operates non-casino locations in Mississippi , Tennessee and Alabama , says the company is testing wings and sandwiches too .
“ No . 1 , the price point is right ,” he says . “ And it ’ s so convenient . Casinos need different dining options to keep people on-property . If they ’ re staying four nights or seven nights , they don ' t want to dine at the same place every
day . Variety is really important .”
— By Erica Sweeney prices , undertake a comprehensive pricing-competitive shopping program . Look at restaurants in the surrounding areas where your core customers originate . By charging customers prices they expect , you ’ ll get fewer complaints and find ways to derive additional profit .
Alternatively , the best approach may be to set pricing for the buffet at $ 1 more than the competition — and then deliver a better experience .
R PROCESS & PEOPLE estaurants ’ primary operating expenses are comprised of two items : the people ( employees ) and the cost of goods sold .
Having the right people ( and the right number of people ) is crucial to the success of any restaurant , regardless of the price point . Operators must take the time to hire the best candidates and then train them . This goes beyond how to set a table . You must arm your employees with the right responses to customer complaints , and train your kitchen staff to consistently prepare the same dish utilizing the same ingredients and portion size .
The right people include chefs who can run a smooth kitchen , ensuring hot meals are served hot and cold dishes are served cold . Only by training employees properly can you implement the processes that will lead to success .
In addition to having the right people to provide a positive experience to the patron , the operator must also evaluate staffing schedules to ensure the correct number of servers and kitchen staff are on duty . Particularly with servers , this can entail a precarious balance of forecasting business trends . Restaurant servers don ’ t appreciate when too many others are on the same shift , as it ’ s difficult to make tips when they don ’ t have enough tables to cover . On the other hand , when management is afraid of overstaffing and overwhelms servers and bussers with too many tables , customer service goes down and the restaurant is usually dirty .
By understanding business trends , implementing tried-and-true training techniques , and using best practices to determine how many tables per server should be assigned , the operation can have an efficient and happy staff who will serve their customers with a smile .
COST OF GOODS SOLD ( COGS )
Along with staffing , cost of goods sold makes up the largest expense in any restaurant operation . By gaining control of this single entity , operators can have a large impact on the bottom line .
22 l CASINO DESIGN 2017