Fondue Chain Experiences Explosive Growth

TAMPA, FLA (Tuesday, August 03, 2004) - Executing an aggressive growth strategy, The Melting Pot Restaurants Inc. sales grew over 20 percent within the past year, compared to the restaurant industry's standard four percent growth.

The company's growth plan focuses on marketing its unique dining concept through franchising.

For nearly 30 years, The Melting Pot has quietly staked its claim as the premier fondue restaurant in the U.S. and grown to 80 locations nationwide. With 40 units contracted for development, The Melting Pot is on track to reaching the goal total of 175 locations by 2010. Four of the existing restaurants are corporate owned; the remaining are all owned and operated by franchisees.

The simplicity of The Melting Pot concept attracts franchisees from the restaurant industry as well as outside industries. Attractive features for franchisees include a comprehensive franchise training program, streamlined operations and competitive opening costs.

"The Melting Pot's continued growth is a testament to the fact that fondue as a cuisine is not trendy or kitschy, but something that people continue to enjoy," said Bob Johnston, president and chief operations officer of The Melting Pot.

"Opening a Melting Pot is appealing to franchisees because start-up costs are reasonable and overhead costs are low since there are no ovens, fryers or hood systems, and no need to hire a chef," explained Johnston. "But most importantly, franchisees really enjoy the intensive training program, which allows them to understand the business inside and out, even if they have no previous management or restaurant experience."

Not only does The Melting Pot use a franchise strategy for growth, but also it has also developed a comprehensive marketing plan. The Melting Pot's unique dining experience component is marketed through establishing product awareness and brand-building. The Melting Pot's award-winning creative advertisements both educate consumers on the fondue-based cuisine and entice diners by creating new reasons to enjoy an intimate night out. The Melting Pot positions itself as a memory-making experience, due to the fun, interactive and unforgettable environment enjoyed by its guests.

"Our marketing campaign objectives are to position The Melting Pot as the perfect place for a romantic, intimate dining experience, as well as a great place for small and large groups to spend a memorable evening," Johnston said. "The Melting Pot offers a unique dining experience where guests can create memories, relax and enjoy each other's company - a level of intimacy that people crave these days. A key objective in our overall marketing strategy is to create awareness of fondue-based cuisine among consumers and to show them that we are the top brand of fondue specialty restaurants in the country."

View all Melting Pot Restaurants Press Releases

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