Sidebar: Custom Opportunities continued
Engage The Customer: Which Wich’s brown bag ordering system creates a unique interaction with the customer by putting them in control of product delivery. (There are still employees at the counter to help wayward customers.) Early adopters of mass computerization are testing and installing walk-up kiosks with a touchscreen and payment handling system for customers to place orders. And already, the Internet is being used by customers to pre-order their food for pick up. Which Wich founder Jeff Sinelli notes that mass computerization does not come cheap nor does it replace human interaction—or “true hospitality”—in the restaurant business.
Regional Variances: Each year, Sinelli conducts a menu analysis to find ways to finish his hotwiches according to regional customer tastes. For instance, in the Midwest, giardiniera is a popular condiment. The growing Hispanic population is bringing a spicier palate to the table in the form of pepperoncini and jalapeño peppers, among others. Eadon says that while the citrus-marinated chicken has broad appeal and consumer acceptance, El Pollo Loco modifies its salsa bars according to specific customer tastes for mild, spicy, or hot in different parts of the country. “People are more sophisticated about flavors,” Eadon says. “Customization helps us bridge regional differences.”
Other regional considerations: LTOs, value menus, lighter appetites, and premium beverages. Even seasonal differences might call for new products, e.g. Starbucks’ pumpkin spice coffee in October or peppermint-flavor in January.
Sidebar: Serving
a Haute Dog
Vienna’s Executive Chef Mark Sobczak offers a few things to think about.
Upsizing: Half-pound dogs are turning up on menus versus quarter-pound and smaller.
Toppings: Consider cheeses, chili, bacon, and unexpected ingredients like roasted peppers, seasoned black beans, fresh spinach, and onion straws. A variety of flavored mayonnaises, relishes, and barbecue sauces also deserve a second thought.
Bread Selection: Take the hot dog off the bun and use a sub roll, onion roll, wrap (tortilla or pita), pannini, ciabatta, or sourdough bread.
Cooking Method: Steaming, flat-top, char-grilling, or deep-frying are all options.
Presentation Options: A hot dog can be served open face, butterflied, or even skinless.