Industry News | October 6, 2010

To NY and NJ: Here Comes Boston Market

As part of Boston Market’s 25th anniversary celebration, the restaurant chain announced the New York and New Jersey launch of a nationwide roll out of upgrades and new menu items designed to significantly enhance the Boston Market guest experience. Following a successful pilot launch earlier this year, Boston Market locations in New York and New Jersey will unveil a new look featuring a warm and inviting atmosphere, with changes such as the replacement of disposable plates and utensils with real plates and stainless ware, and upgraded serving stations to include a Chef’s Hot Case and carving stations. The new Boston Market menu features the addition of delicious new entrées and side dishes. Guests will also notice an exceptional level of hospitality from a larger, more attentive staff.

First introduced earlier this year in the West Palm Beach, Florida area, guest counts have increased double digits within the first six weeks and remained at that level since the enhancements. Based on this tremendous success, the launch will be implemented in more than 370 restaurants by the end of the year with the remaining locations to be completed by spring of 2011.

“For 25 years Boston Market has had a respected place on the kitchen tables of homes around the country,” says Tony Buford, senior vice president of operations for Boston Market. “For those not able to enjoy our food at home, we now offer the use of our own kitchen table—‘America’s Kitchen Table.’ We lead busy lives, but we should never be too busy to share a good meal together.”

Boston Market will begin opening its doors this week at 45 restaurant locations in New York and 37 locations in New Jersey. The first 25 visitors to each location at lunch and at dinner will receive a $25 gift card as part of the restaurant’s 25th anniversary celebration.

Specific restaurant enhancements include: increased staff, improved employee training programs, the addition of dining room ambassadors, new uniforms, a chef’s hot case, new plateware, hand-carved-to-order and hand-tossed-to-order food, gourmet sides, hand-carved sandwiches, hand-tossed entrée salads, new soups, new sauces, and more healthy options.

Boston Market locations in New York and New Jersey will offer 25th Anniversary deals to celebrate this important milestone. A $4.99 Quarter Dark Rotisserie Meal with choice of two sides has been added to the menu for new every day value.

The remaining Rotisserie Chicken Meals will feature reduced pricing starting at $5.99 for a Quarter White or Three Piece Dark Rotisserie Meal with choice of two sides, for a limited time only.

As the vision for the new Boston Market becomes reality, the company’s leadership has turned careful attention to implementation. Newly appointed CEO George Michel brings an extensive restaurant and operations background that will ensure efficient execution of the nationwide roll out.

“The investment we’re making in physical upgrades and small wares is tremendous, but more importantly, we’re making an investment in Boston Market’s people and service,” Buford says. “We are proud of our new offering but it’s more than just paint, pots, and poultry—it’s the people. The people are the heart and soul of the company, and what makes Boston Market America’s kitchen table.”