Riding a nearly two-year sales growth streak, premium Italian quick-service restaurant Fazoli’s has launched a new service and hospitality program that it believes will revolutionize the industry. It is the focal point in a new TV commercial that breaks this week in six company markets. The spot, along with other marketing tactics, educates consumers about improvements Fazoli’s has made to its service, food and facilities.
The new service and hospitality initiative, introduced in Fazoli’s 128 company-owned restaurants, expands on earlier service upgrades that included the addition of table service and real plates and silverware. Cashiers were recently given two more days of training on how Fazoli’s food is prepared and its ingredients, along with hospitality coaching on how to better interact with guests.
“Our frontline people are now able to help guests order in the same skilled, professional and friendly manner as a casual dining server,” said Carl Howard, president and CEO. Fazoli’s also has changed its managers’ role. They will now spend much of their shifts as dining room “concierges,” interacting with guests and assisting them. “This is all part our strategy to elevate the entire Fazoli’s experience. From food quality to service and environment, Fazoli’s is delivering a casual dining-quality experience at a quick-service price, which makes us a great value for today’s consumers.”
Work on the new service initiative began last year, with staff retraining starting in early 2012. Fazoli’s says it now provides a service level unprecedented among major quick-service and fast-casual chains.
Its new marketing campaign, “A Whole New Fazoli’s,” highlights the new service, as well as other improvements. A new television commercial complements direct mail, and social and digital media, including an e-zine. The campaign explains Fazoli’s four pronged approach: a new look; fresh, new menu; table service; and, real silverware and plates.
“Our current guests rave about our improvements, but we need to bring back customers who left us and bring in new ones,” Howard said. “Many consumers have an outdated view of Fazoli’s and are not aware that it really is a whole new day.”
According to Howard, the guest service initiative will be offered to franchisees later this year.