Boston Market today announced 21 consecutive months of sales increases, compared to same-restaurant sales by month in the prior year. Company leadership attributes the sales success to a 2010/2011 refresh of the brand that featured the nationwide rollout of upgrades, new menu items and engaging the restaurant managers and staff, all designed to enhance the guest experience.
Improvements included the replacement of disposable plates and utensils with real plates and flatware, and upgraded serving stations, including a Chef’s Hot Case and enhanced carving stations. Delicious new entrées and side dishes were also added to the menu, and Boston Market employees underwent additional customer service training to deliver food to the table in the dining room. Changes to all 476 company-owned restaurants were completed in the fall of 2011.
“We made an important investment in hourly labor and facility and service upgrades, so it’s great to see a legitimate return on that investment,” said George Michel, The Big Chicken, aka CEO, Boston Market. “It further reinforces the strength of the Boston Market brand and validates our decision to implement these noteworthy updates in our restaurants after a quarter-century of operation.”
Restaurants in Baltimore, Detroit, Miami, New York City, Orlando, Philadelphia and Tampa all reported double-digit sales growth in 2011 compared to 2010. Comparable unit sales in 2011 were up 8.4 percent – versus 2010. Boston Market credits sales performance during the 2011 holiday season for helping to sustain momentum into 2012. Thanksgiving week sales at Boston Market were the highest they have been in company history. In November and December, sales were up 15 percent over 2010 numbers. Michel expects same store sales in the first half of 2012 to be up approximately 6 percent.
In addition to positive sales growth and performance, Boston Market attributes overall sustained success to a number of other key business achievements:
- Average Unit Volume rose from $1.0 million to $1.1 million in 2011, projected to be at $1.17 million in 2012.
- Renovated more than 50 restaurants, complete with new color schemes, awnings and furniture.
- System wide free Wi-Fi for consumers has been completed in over half of its existing restaurants.
- Contributed more than $500,000 to philanthropic partner, Give Kids the World.
This year, Boston Market will return to growth mode. The company is targeting three key markets for traditional restaurant expansion, and is focusing on non-traditional locations in airports, university campuses, freeway rest stops and food court mall locations.
Boston Market Corporation, headquartered in Golden, Colorado, has simplified life for busy families and individuals for more than 25 years with quality, home style meals at a convenient value in more than 470 nationwide locations. A staple on dinner tables, Boston Market prepares its fresh, never-frozen all-natural chicken in signature rotisserie ovens and features an extensive selection of gourmet sides. In 2011, the company completed updates to locations across the country, adding new healthier menu items and enhancing the dine-in experience.
As one of the country’s largest providers of catering services, Boston Market offers convenient, same-day orders and delivery for corporate and personal events of all sizes. For more information, visit the company’s website at www.bostonmarket.com.