Chef Chatter
3 ways chefs can offer high-end experiences at a fast casual price
Efi Naon, executive chef and director of operations of Taboon, a fine-dining restaurant in New York City, shares how he offers an elevated experience at his fast casual brand, Taboonette.
August 15, 2019
By Efi Naon, executive chef and director of operations, Taboonette
It's no secret there is one generation changing the way we eat — Millennials. They are expected to spend $1.4 trillion by 2020, and food is at the top of the spending list.
Thinking of today's consumers, we are seeing a drastic desire for better at an affordable cost. You'd think the two are polar opposites and can't coexist, but restaurants are making it happen and giving customers an elevated experiece at a fast-casual price. How? Through their atmosphere, ingredients and technology.
Atmosphere
While food is the star of a restaurant, it's the atmosphere or ambiance that keeps a customer coming back. Going to a restaurant shouldn't just be about the meal itself, but also about the experience. It's essential to create a good atmosphere that makes it an enjoyable place to spend time. To do this, create an open kitchen concept, this allows customers to see their food being made which can in turn be a truly awesome experiece. High tops and communal tables also make for a great gathering for small and large groups.
At Taboonette in New York, and all future franchise locations, we have a taboon in the dining room — a wood-burning oven where we cook warm flat bread. This draws inspiration from backgrounds of each one of us who have been apart of the brand and our personal experiences throughout the Mediterranean and Israel. Adding a statement wall or unique menu item can also play in your favor — the more "Instagramable" you are, the more likely you'll gain brand awareness and increase your foot traffic.
Ingredients
So many of the foods we eat today are processed — it's cost-effective and quick, but it's unhealthy and changing the quality of the meals we create. Taste is a major factor when it comes to the success of a restaurant and consumers are in search of a more wholesome flavor that is good for the body. Opt for fresh ingredients that are sustainably sourced and locally grown – high-quality ingredients will result in better flavor and nutrition.
Taboonette's menu is inspired by the ingredients and dishes of the place where everything began for us, our full-service, fine-dining restaurant Taboon. We incorporated flavors all over the Middle Eastern and Mediterranean coasts and created an award-winning menu. Using Taboon's menu as our base, we then transferred the flavors into the format of a fast casual business – perfect for the busy lifestyles of customers as well as the business demands of prospective franchisees.
Seeing the history of Taboonette's transformation, it's easy to see why we are proud of the brand both as a kitchen and concept. And pride matters; when you're proud of your kitchen, take advantage of this and be transparent. By educating guests about what they were eating, who prepared it, and where the ingredients were sourced, they can feel more confident about dining at your restaurant regularly. Don't be afraid to take risks with ingredients, trending flavors and spices. Restaurants are doing out-of-box things with cauliflower, ginger and turmeric. Just make sure you remain authentic stick to your roots to perfect what you are known for.
Technology
It's hard to imagine life without technology. The majority of the world has technology right at its fingertips. With restaurants, customers expect quick and expert service – most of the time it's with the expectation technology will be involved. Today's advancements in tech can help improve a diner's experience and the efficiency of your business.
Adding technology to assist in the ordering process can drastically decrease the wait time and boosts accuracy in ordering. This will convey that your restaurant put thought into its service with the needs of customers in mind, exuding hospitality.
At Taboonette and the franchise protype location, we made the choice to include self-ordering kiosks and electronic table locators, which help meet these growing expectations and demands of today's consumers. Our kitchen includes a self-cooking center that is revolutionizing how food is prepared with a results-input approach. This allows us to create from-scratch, slow-cooked food in a quick-service atmosphere. It also ensures that food is always consistent with guest expectations, but on the horizon of AI, technology needs be well-balanced so don't lose sight of human interaction and personability.
To appeal to consumers, restaurants must adapt to the everchanging consumer landscape. With millennials leading the way, dining out several times a week has become the social norm. Restaurants and franchises can flourish when they are strategic with building a comfortable and entertaining atmosphere, investing in high-quality ingredients to enhance their menu and updating technology to create efficiency in day-to-day operations.
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