Fast-casual customers eat alone

When Rob Caswick, co-founder of Artuzzi's Italian Kitchen, was concepting the look and feel of his fast-casual store, he and his partner set a unique goal: To attract the single diner.

 

As Caswick defines them, single diners are guys and gals who read books during lunch instead of mingling with co-workers.

 

"We had a lot of conversations about this when we developed our restaurant," Caswick said of the Chicago-based fast-casual operation. "We wanted to attract that single professional who is hip and young."

 

One might argue that Artuzzi's menu of pastas, sandwiches, chopped salads and individual pizzas, plus offering the daily newspaper to customers, are enough to attract the single diner hungry for quick Italian food. But Caswick believes the key to drawing this crowd is the décor. And the last thing he wanted was for Artuzzi's to look old-school Italian.

 

"When you talk about Italian, everybody talks about the red and white checkered cloth. That kind of look appeals to a family-only crowd," Caswick said. "We thought that because we were in such a different market that we needed a lot of bright, vibrant colors."

 

Caswick and crew filled the 2,600-square-foot stores with maple tables, metal chairs and Old World Italian posters printed on a brushed aluminum background. There's also an open kitchen, where diners can watch their food made to order, a popular trend among fast-casual chains. But Caswick didn't believe this trendy look was enough.

 

He wanted something more.

 

Good music was the answer.

 

Artuzzi's brought in an "audio architect" to prescribe tunes that enhanced the brand. "We always thought music was a key part of the brand. We wanted it to be Italian, but energetic and hip," he said. During any daypart, Artuzzi's stores blare Frank Sinatra or some form of upbeat jazz.

 

Spicy Pickle also uses music to attract singles. The restaurant subscribes to SIRIUS Radio's 67 channels of commercial-free programming. The chain believes tunes encourage single diners to spend more, and it says sales at its Denver Monaco Parkway location prove it.

 

"While we obviously do the majority of our business at lunch time, I notice that the crowd seems to hang out longer than they used to," said Jim Wright, manager of the Spicy Pickle in Denver.  "I really think the music we play has something to do with that."

 

Pyrogrill plays music, too. But Michael Curcio, chief executive of the chain, said the fresh-Mexican concept attracts a lot of its single diners with free Wi-Fi.

 

"People just like hanging out here and playing on the Internet," Curcio said. "Wi-Fi is especially a hit during dinner hours, because they will stay a little longer."

 

With longer dine-in times, single diners account for 35 percent of Pyrogrill's total sales.

 

"We find the alcohol sales pick up with single diners," he said. "Burrito wraps are huge sellers with them as well."

 

Curcio said an easy way to increase incremental sales to singles is to offer desserts.

 

"(Single diners) like coming back to the counter and ordering a cookie or some kind of dessert," Curcio said. "They are great for add-on sales."

 

Having your runners promote add-ons is a good method, too, Caswick said.

 

"We're trying to get us as full service as possible," he said. "Our runners will bring customers another glass of wine or dessert, but don't make the guest pay until they leave. We feel the longer we can keep them in the seat and more proactive in selling another item, the more we lend ourselves to that single market."