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Boston Market exec discusses brand turnaround

October 18, 2013

Over the past three years, Boston Market has experienced a turnaround, posting 35 consecutive months of positive sales. The consistent positive growth has led to the first new restaurant opening in seven years, said Boston Market Chief Brand Officer Sara Bittorf, who recently discussed the chain's strategy on ChiefsChats.com, according to a company press release.

Changes to the brand include a contemporary store design with cues to demonstrate its position on fresh ingredients and high quality. Customers can even watch chicken being cooked in rotisserie ovens at each location.

"They'll notice a brand new service line, which is intended to help the customer get served a little more quickly with more customization," Bittorf said.

The 35 months of positive comp store sales are a result of the enhanced experience that the chain introduced in 2010.

"I think it's been reinforced by the execution at the restaurant level," Bittorf said. "Our employees have played a major role in this turnaround, and the positive momentum continues to build on itself. When the excitement goes up, the service is better, and when the service is better, the customers respond. We have a lot of innovation in the future that we're getting ready to introduce."

Boston Market is ready for growth, said Bittorf, who pointed out that South Florida is the new unit's location.

"We're financially healthy again, and we are ready to start building restaurants that drive people in to experience a great Boston Market meal. South Florida's always been a great market for Boston Market. The people here love our product, and the business that we do here is very strong. We feel like we have a lot to learn from this market and a lot of business to do."

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