Operations

Investing in change keeps Taziki's in business

Provided

December 30, 2020

After an exceedingly difficult year for restaurants across the country, Taziki's Mediterranean Cafe is poised for growth thanks to investments in tech, operations and marketing.

The pandemic forced the Birmingham, Alabama-based chain to grow off-premises dining via its mobile app and online ordering, for example. The company has seen meteoric growth of takeout, curbside, family feast neighborhood drops, delivery and box-lunch catering, CEO Dan Simpson said in a press release.

"Many of the changes that we saw in 2020, may have been accelerated by the pandemic, but they were already trends moving in the direction towards more off-premises dining and more digital ordering," he said. "In the second half of 2020, we doubled-down on our investments to support a safe dine-in experience and more convenient omnichannel experiences."

The company is introducing a new logo in early 2021, which includes a deeper blue hue to highlight the coastal Mediterranean brand position of the company. Taziki's will unveil the logo through improved packaging and staff uniforms and is goodbye to styrofoam for both beverages and to-go packaging.

Next month, Tazikii's is launching delivery through the app as well as online ordering at Tazikis.com. These updates include a picture-based menu highlighting the brand's Mediterranean cuisine and a faster, more guest-friendly ordering experience. The company has experienced a significant increase in its rewards program and will add additional ways to thank loyal guests.

Embracing change

Throughout the pandemic, Taziki's created Family Feasts and delivered box lunch catering orders. It's now concentrating on expanding delivery service via UberEats, DoorDash, and Grubhub. To make the menu available through these platforms, however, the chain invested in software to integrate orders into its kitchen systems.

"Technology should solve problems and in the restaurant business, you are first and foremost in the people business," Simpson said in the release. "Restaurants should focus on being guest centered. This includes placing importance on how your customers' preferences change over time as well as repurposing your strategy for serving them."

During 2020, the company also built stronger relationships with food suppliers, which included partnerships with the American Lamb Board and The Dairy Alliance. Taziki's and the American Lamb Board worked together to promote accessible options that incorporated lamb into the diet of American families, for example.

In November, Taziki's launched 3 Cheese Mac & Cheese and partnered with the Dairy Alliance to promote accessible options that incorporate dairy into the diet of American families. Following a successful Whipped Feta appetizer in the fall of 2019, Taziki's 3 Cheese Mac & Cheese is a scratch-made menu item created fresh daily with cheddar, Parmesan, and feta cheeses for a Mediterranean flair.

"One of Taziki's top priorities has always been providing high-quality food to all guests," Simpson said. "Our focus begins far before the food arrives at our restaurants; when choosing all sources for our food, Taziki's searches for the best partners with excellent practices."

Taziki's has over 90 restaurant locations, spanning 18 states.