Article
How Cheba Hut attracts cannabis fans while still welcoming those who don't partake
Although the brand's theme centers around marijuana, VP of Marketing Brian Loeb said the chain is dedicated to providing an eating experience that isn't about getting high; it's about "epic food and legendary service."
May 2, 2019 by Cherryh Cansler — Editor, FastCasual.com
Although the legalization and normalization of marijuana around the country is already leading to restaurants experimenting with infusing cannabis into menu offerings, Colorado-based Cheba Hut is one brand that has always been accepting of the controversial habit. In fact, the 25-unit chain has been catering to those who want to "escape the established and get toasted" since 1998.
"We have broken the mold of mundane fast-casual concepts and set ourselves apart by becoming the first marijuana-themed ‘joint', said VP of Marketing Brian Loeb, and the pun was most definitely intended. While the brand doesn't plan to serve food made with cannabis, its marketing collateral features pot leaves and relies on several weed-centric slogans. Its catering tagline, for example, is "If you're high, we'll fly," and according to its website, "Our foodies flip the bird to the establishment with our homegrown food, our relaxed environment and our amazing employees; who actually enjoy rollin in our joint."
Sandwiches are named after cannabis strains, including Panama Red, a grilled chicken breast topped with marinara sauce, Acapulco Gold, the chain's version of a barbecue sandwich and Kali Mist, which has turkey and avocado.
Loeb insisted, however, that although the brand's theme centers around marijuana, the chain is dedicated to providing an eating experience that isn't about getting high; it's about "epic food and legendary service."
"Most fast casuals focus on getting people in and out," he said in an interview with FastCasual. "We, on the other hand, encourage people from all walks of life to stay awhile and escape the establishment, even if it's for just a brief part of their day."
Loeb described eating at Cheba as an experience, which he and his team hope to replicate 25 more times to end 2021, with 50 "joints" in operation.
"There are no robotic scripts for our cashiers to follow; no cookie-cutter menu items; no generic playlists on repeat," he said. "Everything we do is carefully thought out and an expression of that individual Cheba Hut location. With that comes a tremendous level of pride that really shines through in our food."
After hitting its 50-unit goal, Loeb said the chain will then double in size every two years moving forward with multiple "pause points."
"These 'pause' points will allow us to periodically reevaluate and make sure we are continuing to grow AUVs, but without ever taking the easy way out by increasing our prices, decreasing our quality, minimizing opportunities for our employees, or generally compromising our culture," he said.
Loeb understands that a weed-centric theme can be polarizing, which is why the brand also focuses on its off-premise food options.
"For those on the fence, we'll emphasize the inclusive nature of our culture in our marketing and shift more energy into trial out of the store through delivery and catering to break down those initial barriers," said Loeb, who stressed that leading with the food is the brand's most important marketing tool.
"At the end of the day, it doesn't matter who you are and what you like or do not like to do," he said. "When someone tries our food, they know right away that we deeply care about delivering an excellent experience. This unwavering commitment to consistent quality is at the core of our 20+ years in the business."
Adding weed to the menu?
Although a few chefs and restaurants are starting to experiment with adding cannabis-infused food to the menu, it's not in Cheba's immediate plans but isn't totally off the table.
"Cannabis is tied to our theme, but not infused in our food in any way," Loeb said. "With that said, we are always keeping the door open to menu innovation based on changing consumer trends."
For the time being, Loeb is hoping to grow the chain by sticking to offering what he called an unbeatable sandwich-eating experience.
"We pride ourselves on delivering an excellent experience through our menu offerings, people, and environment," he said. "That marijuana-themed environment is intended to represent our laid-back, everyone-welcome attitude and culture, not cannabis actually being in our food. In short, we are focused on continuing to make the incredible cannabis-free food that has kept us thriving for over two decades, while also staying on top of new opportunities as well."
About Cherryh Cansler
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