Boston Market is changing

What a difference a decade has made in the life of Boston Market.

 

In 1993, at the height of what then was termed the "home meal replacement" trend, the company made a sizzling initial public offering and saw its stock price double in the first day.

 

But those halcyon days were short lived. Ambitious growth initiatives and costly real estate decisions sent debt skyrocketing, which clipped the wings of the once-high-flying chain. Grounded by bankruptcy in 1998, the company's future looked bleak until McDonald's Corp. acquired it in 2000 for $173 million.

 

Today the 630-store chain is on much more solid footing and assessing a new brand strategy.

 

"Back when Boston Market went through its IPO, we had everybody talking about us," said Trey Hall, Boston Market's chief brand officer. "Over the years that glow has lessened."

 

Hall's task is to revive the brand, which he said begins with creating enthusiasm among consumers. The core marketing message for this enthusiasm is "Boston Market saves customers an hour by providing chef-inspired meals."

 

This time-saving marketing campaign has been reflected in all its promotions. The fast-casual concept is running three TV spots (created by Denver-based Cameron, Christopher & Thomas) showing what real people do with their spare time. The restaurant focused on 10 key markets, purchasing time on "24," "American Idol," "Desperate Housewives," "Lost" and "Survivor" from late March through April 9. For national exposure, the company ran ads on the Current TV network that depicted how real people with unusual hobbies spend their time. The spots feature a woman who paints model horses and a man who uses a chainsaw to carve animal shapes out of logs.

 

In April, Boston Market launched a contest on MyExtraHour.com, an interactive Web site that allows patrons to submit video demonstrating, in 60 seconds or less, what they would do with an extra 60 minutes in a day. The winner will win an all-expense-paid trip to Hollywood and some cash.

 

Another creative promotion took place in Indianapolis, when the state of Indiana made the change to daylight-saving time for the first time. The April 2 promotion included a giveaway of more than 4,000 rotisserie chicken lunches at nine Indianapolis-area locations.

 

"When we heard our friends in Indiana would be changing their clocks for the first time in more than 30 years, we knew we had to help them ease their transition," Hall said.

 

 

Boston Market's average ticket is $10.50, and its offerings are so different from those of other fast-casual players that Hall has a hard time pegging the chain's competition. "It's really everybody," he said. But one thing is for sure: very few fast casuals serve up meatloaf and rotisserie chicken, key menu elements Hall said won't change.

 

"(Success) starts with a brand promise of saving time, and our chef-driven food is a bridge to that promise," Hall said.

 

While the menu stays the same, the tableware and employee uniforms are changing. Hall said Boston Market also is working with distributors to select new plates and cups.

 

"Part of our brand re-launch is a change of packaging," Hall said. "We thought there was a bit of a disconnect between the quality of our food and what it was served on."

 

As for the new uniform, employees wear brightly colored T-shirts, white caps and blue jeans. The new digs help workers "revert to a fun and exciting place," Hall said.

 

And that's not all. Boston Market deli selections in the supermarkets have increased since introducing those prepared foods in grocery stores in April 2004. Boston Market food is now available in 700 retail stores. Chains such as Albertson's and Stop & Shop are offering Boston Market's mashed potatoes, macaroni and cheese, creamed spinach and corn bread.

 

They have to stick with their brand promise -- Darren Tristano Technomic VP

While implementing this new brand strategy of saving time, the restaurant has also focused on catering, marketing it as a service with, "Big selection. Big service. Big everything." Hall said, "Catering provides our consumers with tons of convenience."

 

But the restaurant has cut some programs, too, including delivery and the Boston Market Rotisserie Grill experiment, a one-year test in the gourmet market. Hall said these changes were all a part of a more focused and strategic future. 

 

Darren Tristano, executive vice president for Technomic, has been closely watching Boston Market with its time-saving brand strategy. So far, Tristano believes they are on track with the new identity, "but they have to stick with their brand promise," he said.