| 2004 Consumers' Choice In Chains |
| Introduction |
- In-N-Out Burger
- Sweet Tomatoes
- The Cheesecake Factory
- Chick-fil-A
- Krispy Kreme Doughnuts
- Cracker Barrel Old Country Store
- Olive Garden
- Chipotle
- Papa Murphy’s Take ‘N’ Bake Pizza
- Panera Bread
- Red Lobster
- Ruth’s Chris Steak House
- Jamba Juice
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Scores by Attributes
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2004 Consumers’ Choice in Chains
CAFETERIA/BUFFET > SWEET TOMATOES
After 24 years of serving salad buffets, Sweet Tomatoes has built a menu of 100 original items and a reputation for fresh, innovative food. It’s just the winning combination to move the division of Garden Fresh Restaurant Corp. to the top of the cafeteria/buffet category.
Smart operations and strong customer relations are among Sweet Tomatoes’ key assets, says Executive Director of Marketing Joan Scharff. The chain’s Club Veg program e-mails menu changes, seasonal specials, awards and complimentary meal coupons to a database of 19,000 registered guests. Kitchen Cabinet, a customer advisory board, contributes feedback, critiques and suggestions for food and service improvements. Such relationships influence menu innovation, service training and high standards of cleanliness.
10.7 million
Hard-boiled eggs used in 2003.
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Its high percentage of house-made items distinguishes Sweet Tomatoes from some other cafeteria/buffet concepts. “Everything is from scratch, including roux for soups, and meat is still picked off the bone by hand,’’ says Scharff.
Though centralized kitchens in key locations supply bases for soups, salads and baking mixes for muffins and breads, each unit has daily deliveries of fresh produce.
Operational efficiency comes from years of following predictive models and consumption patterns to anticipate needs, she says. Computer-controlled inventory allows each unit manager to order daily for next-day delivery. Menus and items are rotated every four to six weeks, though classics, such as chicken-noodle soup, New England clam chowder, buttermilk cornbread, pizza focaccia, blueberry muffins and won-ton salad, are fixtures. Soups, pasta, salad, breads and dessert are displayed on designated help-yourself food bars. Popular additions include warm fruit cobblers, chocolate lava cake and lemon salad with greens, candied walnuts and lemon dressing.
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| Headquarters |
San Diego
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| CEO |
Michael Mack
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| Units |
66
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| Check average |
$7.93
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| Respondents aware of chain1
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17%
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| Respondents who visited in previous 12 months1
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4%
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| Guests who would go back2
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88%
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| Average loyalty (would go back) for chains in this segment |
83%
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| Key region |
South/West
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| Widest attribute lead |
Cleanliness
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| (1) Base is all respondents; (2) base is 12-month patrons. |
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Chain
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Overall Score
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Food Quality
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Menu Variety
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Value
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Good Reputation
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Service
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Atmosphere
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Cleanliness
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Convenience
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| 1. Sweet Tomatoes |
67.3%
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80%
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67%
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57%
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76%
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51%
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55%
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75%
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60%
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| 2. Ryan’s Grill, Buffet & Bakery |
57.4
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62
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71
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57
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59
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56
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42
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51
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52
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| 3. Golden Corral |
57.1
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61
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72
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59
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58
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56
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41
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49
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51
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| 4. HomeTown/Old Country Buffet |
55.6
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58
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74
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57
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56
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46
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41
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49
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56
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| 5. Panda Express |
48.2
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57
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47
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48
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49
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42
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29
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44
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56
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| 6. Sizzler |
47.7
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53
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50
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48
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50
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45
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37
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46
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43
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| 7. Ponderosa/Bonanza |
46.8
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51
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58
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46
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50
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45
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36
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40
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43
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| 8. Shoney’s |
43.4
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46
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54
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42
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46
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42
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32
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39
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39
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| 9. Sbarro |
38.9
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49
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33
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35
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46
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38
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21
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34
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47
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| Note: Overall Score is an index; percentages represent respondents who rated the chain "above average" on the given attribute. |
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