News

Boston Market rebrand gets systemwide boost

October 4, 2010

In the wake of an overall company transition, Boston Market has announced the launch of a nationwide rollout of upgrades and new menu items created to significantly enhance the overall guest experience.

The launch will be implemented in more than 370 restaurants by the end of the year, beginning with 95 restaurants in the Miami and New York areas, where the conversion will be complete by October 17.

The start of the national launch follows a successful pilot in 10 restaurants throughout the West Palm Beach, Fla., area earlier this year in which the company experienced a 25 percent increase in transactions and a 20 percent rise in sales.

“The investment we’re making in physical upgrades and small wares is tremendous, but more importantly, we’re making an investment in Boston Market’s people and service,” said Tony Buford, Boston Market’s senior vice president of operations. “We are proud of our new offering but it’s more than just paint, pots and poultry – it’s the people. The people are the heart and soul of the company, and what makes Boston Market America’s kitchen table.”

Boston Market has hired more than 2,100 new employees, and has 3,000 more positions to fill.

As the vision for the new Boston Market becomes reality, the company’s leadership has turned careful attention to implementation. The company has appointed George Michel as CEO to replace Lane Cardwell. Cardwell stepped down October 4.

Specific changes to Boston Market include the replacement of its disposable plates and utensils with real plates and stainlessware and upgraded serving stations to include a chef’s hot case and carving stations. The menu also features several new entrées and side dishes.

Specific restaurant enhancements include:

• Improved employee training programs
• Addition of Dining Room Ambassadors
• New uniforms
• Chef’s hot case
• Hand-carved-to-order serving station
• Hand-tossed-to-order salad service
• Gourmet sides (such as loaded mashed potatoes, garlicky lemon savoy spinach, squash casserole and Mediterranean green beans)
• Hand-carved sandwiches
• Hand-tossed entrée salads – Mediterranean, Southwest Santa Fe and Asian – each made with rotisserie chicken
• Soups – chicken tortilla and broccoli cheese
• Sauces –orange chipotle glaze, Island Mojo, Zesty Barbecue, sweet Thai chili garlic and honey habanero were created to complement the signature rotisserie chicken
• More healthy options