What guests really want: Unforgettable experiences
The leaders of 4 emerging restaurant concepts share how they’re building brands that resonate
she said. But she saw what was possible working for Keller. “I said I really want to provide this level of access to more people … and I’ve proven that you can.” “It’s experience that today’s guest wants,” said Jeff Carcara, CEO of Sixty Vines, a six-unit chain by Dallas-based restaurant group FB Society that, true to its name, offers 60 wines out of kegs, allowing customers to taste wine for free and buy 2-ounce pours for as little as $4. “Pre-COVID, there was a lot of chatter … [that] casual dining was dead. But really it’s transactional dining that is kind of dying on a full-service level,” he said. “Providing adventure and discovery every time you walk in our restaurant, that’s an experience and what guests are really looking for.” Sixty Vines also has a sustainability mission that Carcara said resonates with customers: “For every keg of wine we tap we save 26 bottles from going into a landfill,” he said, adding that wine from kegs is more consistent. “The last glass is as good as the first,” he said. Pairing those wines with food from wine-growing regions from around the world also makes for great discovery, he added. “Literally you walk in there and have a different experience every night of the week,” he said. Sustainability is also part of the mission of the two other Hot Concepts winners, Project Pollo and PLNT Burger, which both serve only meatless food. PLNT Burger (pronounced “plant burger”), had an early leg up by partnering with Whole Foods Market, where it opened its first location in 2020, as well as being founded by celebrity chef Spike Mendelsohn. But director of strategic marketing
Bret Thorn Senior Food & Beverage Editor
Creating positive vibes and a great guest experience are essential to running a successful restaurant, according to this year’s winners of the Hot Concepts award, which the editors of Nation’s Restaurant News give to brands that have the potential to make a lasting impact on the American dining landscape. During a discussion at the second annual conference of CREATE: The Future of Foodservice, leaders of Project Pollo, Sixty Vines, PLNT Burger, and HomeState, all shared the points of distinction of their brands. The panel was moderated by Andrew Smith, managing director of the venture capital Savory Fund. “We’re sharing a unique story that you can’t find anywhere else,” said Briana Valdez, a Texas native who founded HomeState in Los Angeles to satisfy her own craving for the food and hospitality of home.The alumna of Thomas Keller’s Bouchon restaurant, who had also been mentored by P.F. Chang’s founder Paul Fleming, now has grown the concept to five units, providing not only Texas-style tacos with premium ingredients, but also a welcoming environment with great music and design meant to make people feel comfortable and welcome. Valdez said the mix of customers who visit the restaurants between 8 a.m. and 10 p.m., including families and young people as well as dressed up business people having power lunches, creates great energy. “Everybody told me at the beginning that you can’t serve tacos with this high level of integrity of food,”
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