October 2004

Cover Story: Revving Up Rubio’s
President and Chief Operating Officer Sheri Miksa is driving Rubio’s Fresh Mexican Grill to growth and profitability. She has trimmed product and labor costs and launched a new menu with low prices and bundled meals to prepare the fast-casual Mexican chain to expand beyond its Southern California stronghold. For the 26 weeks ended June 27, net income was $1.76 million, compared to a net loss of $3 million for the first half of 2003, and comparable-store sales increased 4.9 percent.
By Lisa Bertagnoli

Storyboard: Monkey See, Monkey Do
To distinguish itself from category leaders such as Taco Bell and Chipotle, Taco John’s is updating its cowboy image and highlighting its “West-Mex” fare in its new offbeat ad campaign. The spots feature a “cowboy monkey” riding a dog, hawking specific products. Same-store sales rose by double digits when the TV and radio spots first aired in May.
By Margaret Littman

Restauratour: People’s Choice
The IHOP prototype in Crestwood, Ill., is the result of more than a year’s worth of testing in 10 IHOP markets around the country. Based on customer feedback, the new design includes soft lighting, fabric-backed booths and IHOP memorabilia. The company expects to complete 40 remodels by year-end and 150 to 160 next year at a cost of about $80,000 per remodel.
By Lisa Bertagnoli

Toque Of The Town: Sandwich Chic
Jenn Townsend is working to transition Blimpie from a traditional sub shop to a consumer-driven deli. The assistant vice president of menu development has developed a line of premium grilled sandwiches that feature trendy ingredients and ethnic flavors. Since Blimpie first started promoting the grilled subs, they have moved onto the core menu and now garner 15 percent of sales.
By Monica Rogers

Local Heroes: Extended Family
The Lebanese Taverna Group is not quite sure what it wants to be when it grows up. As the group prepares to expand its full-service restaurants and fast-casual eateries, it is experimenting with the Middle Eastern chain’s menu and operations. The company’s goal is to operate 12 to 15 restaurants--a blend of full service and fast casual--by 2008.
By David Farkas

The Learning Organization: Executive Forum
Celebrity Chef Emeril Lagasse and other industry gurus shared their formulas for success at this year’s Summit 2004 conference, presented by Chain Leader and Restaurants & Institutions. They tackled the ups and downs of running restaurants, including realistic financial expectations, customer focus, the role restaurants can play in obesity, and the low-carb trend.
By David Farkas

Technology: Leaps and Bounds
The Sed de Saber (Thirst for Knowledge) program lets Spanish-speaking workers learn English at their own pace. It is centered around a user-friendly, interactive laptop pad based on LeapPad, a children’s toy that promotes reading. The program teaches words and phrases related not only to the restaurant industry but to everyday life. Participants say that the program boosts employee retention, self-esteem and economic potential. In test at The Palm and Brinker International, among other chains, the program will roll out this January.
By Christine Zimmerman

Editorial: Sweat the Small Stuff

The Bernstein Perspective: Diverse Strategy