2005 Consumers' Choice in Chains: Cafeteria/Buffet
Sweet Tomatoes

For Sweet Tomatoes, slow and steady wins the race.

With a tempered approach to new growth, this winner in the buffet category adheres to a philosophy that is rooted in maintaining the superior guest satisfaction that has made it successful.

“Growth is modest for us,” says Joan Scharff, executive director of marketing. “We don’t want to grow too much because when we’ve gotten aggressive we’ve had to learn some lessons.”

Focusing their message on a wholesome, nutritious menu that the chain markets as part of a healthful lifestyle, Sweet Tomatoes—whose parent company Garden Fresh Restaurant Corp. operates the concept under the Souplantation name in Southern California—looks to a grassroots strategy to broaden its clientele.

“Instead of relying on big-budget advertising campaigns, we make ambassadors of our loyal guests,” Scharff says. “The company’s desire is that guests come away from our restaurants so satisfied that they are compelled to spread the word.”

Ventures for 2005 include product introductions and a redesign for all new units.

“People want to feel comfortable in a high-energy restaurant like ours,” Scharff says of the impetus for the new design. “Now our customers can work their way through the restaurant in a comfortable amount of space with things in a logical place.”

Taking inspiration from a contemporary farmers market, the change allows a crucial element of guest service. Based on a philosophy that looks to surprise customers with a level of attention they might not expect from a buffet-style restaurant, Scharff says the new construction enables staff to communicate more easily with guests.

“We worked on traffic flow to make sure we’re taking care of customers,” she says.

House-made Variety
With the fresh store design comes new product. “Our menu is a marriage of tried-and-true guest favorites along with new and seasonal recipes from week to week,” Scharff says. “This gives guests the chance to enjoy a unique experience every time they visit.”

As an homage to “childhood memories, nostalgia and comfort foods,” Sweet Tomatoes is introducing Grilled Cheese Focaccia Dippers and Classic Creamy Tomato Soup.

Though new items are important for the chain, Scharff says they also look to maintain guest loyalty with recipes that are proven favorites.

“We will soon be celebrating Mushroom Mondays in response to the popularity of our cream of mushroom soup,” she says. “We selected a specific day that is predictable and memorable so guests can plan their schedules accordingly.”

Attention is the name of the game for the chain and how it looks to separate itself from its competition.

The 55-foot salad bar contains salads prepared exhibition-style every 20 minutes as well as muffins and house-made soups. And if a customer would rather not return to the bar to soothe a sweet tooth, Sweet Tomatoes staff will deliver dessert to the table.

“We have an attentive staff on the floor at all times to deliver fresh-baked chocolate-chip cookies right to the tables,” Scharff says. “Our goal is to completely exceed their service expectations.”

Gold Winner
“Please” and “thank you” are not empty words for Ryan’s.

“Our key differentiators are friendly service and focus on building community relationships with customers to ensure loyalty and repeat business,” says Ilene Turbow, vice president of marketing for the Greer, S.C.-based chain. “We believe in going out of our way to welcome and thank each guest.”

Focused on targeting special-interest groups and introducing new items with appeal to demographics such as women or children, Ryan’s rolled out new products that include fresh salads and featured fruit and yogurt on its menu.

“One of the keys to our success is keeping the menu new and interesting,” Turbow says.

Crystal Winner
Service is more than just a facet of a successful customer experience at Golden Corral.

“Guest service means knowing our regulars by name,” says Bob McDevitt, senior vice president, marketing/franchise operations for the Raleigh, N.C.-based chain. “Outside the restaurant, we extend our brand through community service with fund raising for children’s hospitals, free meals for veterans and active-duty military on the Monday following Veteran’s Day and a general philosophy of community involvement.”

McDevitt says that Golden Corral looks to broaden its reach to slightly higher-income guests by offering unexpected items of exceptional quality. This year, its best-received products included salmon steak cooked on the broiler.

“The success has been mostly among women, who express surprise that a buffet would feature such a tasty, upscale entrée, cooked to order,” he says.