Article

McAlister's Deli unveils new look

The chain's new store design includes a tea bar and has been unveiled at two new locations.

April 26, 2012 by Valerie Killifer — Editor, FastCasual.com

For nearly two years, executives at McAlister's Deli have been working on menu and service enhancements. Now, the company has launched a new store design to complement those operational changes. (Click here to view a slideshow of the new store design).

The new store design took more than a year to develop and is featured in two restaurants, one in Aurora, Colo., and the other in Lexington, Ky.  In addition to a new color palette, the design includes mixed seating with tables, booths and hi-tops with bar stool seating, as well as new fixtures and lighting and a tea bar.

McAlister's CEO Frank Paci said the project was started by the company's board of directors slightly before his arrival in September 2010, and is the first major overhaul the company has seen "in a long time."

In May 2009, McAlister's launched another store prototype that included a pick-up window for carry-out orders and a smaller footprint intended to significantly reduce buildout costs.

The latest evolution of the 307-unit McAlister's Deli is a giant leap from even the 2009 prototype in regard to seating, color palate and layout.

"I just felt like we needed to do something a little different," Paci said. "We want modern and comfortable in a more updated setting."

Executives at McAlister's Deli are in the process of updating some of their company-owned locations and will work with franchisees on updating existing units as well. Moving forward, new franchise locations will be built using the new-store model. Each new model also will feature some aspect of the local community.

"One of the things about McAlister's that has made us successful is service mode and friendliness, so I really don't mind having slight variations on that as long as the brand is successfully executed," Paci said.

One of the biggest changes is the Tea Bar, a separate area where McAlister's employees will serve the company's signature iced tea to guests, rather than from behind the POS. The Tea Bar will give the company an opportunity to showcase new flavors such as Citrus and Mango Green Tea, in addition to extending employee and customer engagement.

"If you go into McAlister's now, a cashier hands you your tea, but that slows down the ordering process. We can still serve the tea, but the Tea Bar will increase speed of service. It also gives us a place where we can interact with customers without the same rush as if in line," Paci said.

As the new store design is introduced, the company is embarking on an aggressive growth strategy to increase its national footprint.  As a result, the company will focus its expansion on undeveloped markets in the states where McAlister’s currently operates, as well as growth in new territories across the country.

“To accelerate growth, we are focusing our expansion in small to mid-size markets initially,” said Peter Wright, vice president of franchise development for McAlister’s. “This is a brand for operators who understand the importance of strong operations and a commitment to true hospitality in the guest experience.”

Read more about restaurant design and layout.

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