Article
Salsarita's founder launching fast casual Italian concept
Italian cuisine makes sense as a fast casual concept because it looks good, cooks quickly and is great for to-go options.
February 6, 2014 by Cherryh Cansler — Editor, FastCasual.com
A new fast casual Italian concept is entering the market thanks to a partnership between Salsarita's founder, Bruce Willette, and Peter Reinhart, Johnson & Wales Chef on assignment. The first "Capishe! Bold Italian Kitchen" will open by mid-summer in Charlotte, N.C., said Willette, who is still looking for a large operating company in which to partner.
"Something I learned at Salsarita's was that at some point you have to take on a larger partner," said Willette, who sold the chain in 2011. "Battling Chipotle, Moe's and Qdoba on our own was tough. I would like to come out of the gate with that partner firmed up. We are looking to be a little brother brand either to an operating company or an equity company that already has a position in the industry."
Although Willette admits that the numerous inquiries he's received about financial investment in his new venture are flattering, he is looking for more than money.
"An operating partner who can help with, what I think is going to be, a large roll out, would be more helpful," he said.
Italian as fast casual
Willette isn't the first to bring Italian to fast casual — Fazoli's CEO Carl Howard, for example, recently launched Vent-Tre —
Both men believe that Italian food makes sense as a fast casual concept, because it meets the criterion of what usually comes to mind when one considers such a concept, he said. The food must look good in front of the guest, it has to come out quickly and lend itself to catering and take-home options.
Looking good: "Italian food with the sauces — red and white — the fresh produce, and toppings are appealing to the eye," Willette said of the chain's menu items, including sandwiches, pizza, pasta and salads. "We make the food in front of the customer so they are getting what they see, as opposed to it being in the kitchen."
Speed of service: At Capishe! chefs will prepare the food in front of guests and then send it through a conveyor in 90 seconds.
"By the time they pay and get their drinks we are walking their food out with them," Willette said.
Catering: The brand's pasta and salad bars are a perfect fit for catering, Willette said, who is aiming for it to make up 20 percent of sales. Capishe! will also offer take-home pasta pans with salads and bread.
"The take-home value pack at Salsarita's was doing well when we sold. So with these we see multiple revenue streams all falling under fast casual," he said. "We will have a high-quality product at all levels at a good price point all within the fast casual theme."
The look and design
Willette and Reinhart have tapped the global design firm, Little, to create the restaurant concept, and because the segment has shown a 40-60 ratio for lunch to dinner, Willette said he requested the firm to design a "nicer" dining room than most fast casual brands offer.
"This will allow for a higher ticket average and we will offer beer and wine," he said. "The concept will have a warm and inviting urban interior with custom seating, making it a perfect place to grab a savory lunch or sit down for a casual dinner with friends and family."
How to grow
Willette believes his success with Salsarita's gives him the inside experience he needs to expand quickly, but he's concentrating on company-owned stores instead of diving into franchising.
"Franchising is a result not a reason, so we will start with the idea of having company-owned stores exclusively," he said. "If we find the right partners then we may explore franchising."
Read more about operations management.
About Cherryh Cansler
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