By creating a community gathering space, the brand is enhancing its customer oriented approach to drive sales growth.
Beginning in 2010 and 2011, McAlister’s began a period of revitalization that resulted in a refined set of values, and a redefined mission and vision for the brand. In short, that mission is to provide genuine hospitality to our guests; real, handcrafted food that’s simple yet elevated; in a warm and comfortable environment that fosters a sense of community.
Constantly innovating and looking for ways to stay relevant to customers in the competitive fast-casual segment, the company made elevating the brand its primary focus. By reframing an overarching vision and creating a space where people can share their stories and connect with each other, McAlister’s has subsequently emerged as a premier brand in the fast casual restaurant industry, spearheading new growth and increasing value for its franchisees.
While many fast-casual brands took a bottom line approach, squeezing profit out of declining sales, McAlister’s took a different, more customer-oriented approach. Paul Macaluso, President at McAlister’s says, “We focused on offering customers what they wanted in order to help drive top-line sales.
As a result of this enhanced focus on the customer experience, McAlister’s restaurants have seen impressive increases in average unit volume over the last five years
What the customers wanted was craveable connections created through simple, yet elevated food combined with genuine hospitality. Anchored in the belief that great food in the right company can feed the soul, McAlister’s turned their focus on creating a community gathering place. A place where customers can linger and tell their stories.
Remaining steadfastly dedicated to offering the finest and freshest ingredients and a robust, customizable menu, they also wanted to provide something extra to enhance each guest visit. Providing a personalized customer experience and fostering connections to create a greater sense of community became the chain’s priority.
Moving away from a more bright and neutral decor, the company enhanced its look for a more inviting and appealing atmosphere. Updated decor and furnishings were designed to captivate guests with a heightened sensory experience to foster a stronger connection with guests through design.
A variety of seating options, such as booths, tables and hi-tops, are now offered to accommodate everyone from those seeking a quick lunch to those who want to linger a little longer. Wi-fi is now a mainstay in the stores as well.
The company’s recent revitalization makes this an ideal time to be a franchisee in this dynamic network. McAlister’s passion for service and willingness to go above and beyond give them a strong competitive edge. Their return on investment and comparatively simple operating environment are just two examples of how McAlister’s has created a business model that works.
By remaining engaged and giving customers the craveable connections they want through genuine hospitality and high quality food, McAlister’s Deli is continuing to elevate its brand. With its solid business model and commitment to inclusion and community, the brand’s recent growth shows no signs of slowing.