News

Fresh To Order to build growth on 'fast fine' platform

January 12, 2012

New menu items, re-imaged restaurants, leadership changes and grand openings are just a few of the developments ahead that will drive growth for Fresh To Order (F2O) in 2012. Fresh To Order, a niche player in the ‘fast fine’ dining segment, seeks to combine the food quality of casual fine dining with the dining environment and price point of fast casual. The company will use its ‘fast fine’ positioning to guide innovation and growth decisions in the coming year.

To lead and execute F2O growth strategies, two key personnel changes have been made. F2O has tapped seasoned restaurant development professional, Jocelyn Blain, to be its chief development officer. Blain has held franchising, real estate and restaurant design and constructionpositions with Taco Bell Corp. and AFC Enterprises Inc., and most recentlywas the senior vice president of Development of Atlanta-based FOCUS Brands Inc.

“Jocelyn’s role is new to F2O and with her broadexperience in company and franchise development, I know she’ll drive quality growth of our concept. She is also a welcome addition to F2O’s management team,” said Pierre Panos, concept creator and president of the brand.

Additionally, former VP of Operations, Jesse Gideon, has been promoted to chief operating officer. His primary responsibilities will be growing average unit volumes through innovative, kitchen-executable menu development and operational execution of the dine-in, take-out and catering businesses. Gideon, a Johnson and Wales graduate with experience in fine dining and elite country club restaurants, has been with F2O since its inception. He also is the corporate chef of Brookwood Grill, another fine casual restaurant owned by Panos.

As part of a plan to continue increasing sales during dinnertime, Gideon has revised Fresh To Order’s menu of salads, panini sandwiches and entrees to expand its offerings this year with the addition of flame-grilled pizzas. Guests also can look for an array of chef inspired appetizers, as well a new selection of all-natural individual desserts. Appetizers include Blackened Lime Shrimp, Almond Crusted Seared Tuna, Ale Laced Chicken Tenders, and a Soup Flight that includes a small tasting of five fresh soups. The dessert selections include mango pie, key lime pie, chocolate silk pie, lemon pie or peanut butter pie. The new menu items will be available in all Fresh To Order restaurants by February.

Fresh To Order hopes to increase dinner sales from the current 35 percent to 50 percent of total sales during 2012. Part of that plan also includes newly designed stores featuring warmer elements such as wood furnishings and décor, muted interior colors and soft mood lighting. The new décor will be featured in two new locations slated to open in 2012 — one close to the Emory University Campus and the other in Hartsfield-Jackson Atlanta International Airport. Fresh To Order’s six existing locations will be refreshed to include the new store designs in phases.

The opening of Fresh To Order in Atlanta’s airport is in line with our goals to focus on growth of the brand through corporate and franchise development this year,” Panos said. “Adding a location to HJAIA — which happens to be the busiest airport in the world — will give F2O a lot of visibility, yes, but more than that we’re excited to begin our partnership with a recognized airport retailer, Concessions International, to attract new guests.”

Also on tap for Fresh To Order in 2012 are plans to expand further by signing 8 to 10 multi-unit franchise agreements, with at least eight locations expected to open in 2013.

The average guest ticket order is $9 at lunch and $11 at dinner. Every protein is cooked fresh to order on a flame grill in the open-display kitchen, and dressings and soups are prepared from scratch twice daily in each restaurant. Five of Fresh To Order’s six locations are located in and around metropolitan Atlanta, with the sixth location in Chattanooga, Tenn. By 2015, Fresh To Order expects to have 50 locations nationwide, with another 50 locations in various stages of development.