FSR December 2022

OntheRise

open an hour later, are divided by shelves and greenery. “If you look at our drink programs, you see things in them like fresh-grated ginger, raw honey, turmeric—all tast ing really good,” Mesches says. “In fact, we have canned drinks too at this time. And with the change in law in Texas, you can take those drinks home with you. Our wine list—it’s all sustainable wine. It’s very conscious, mindful eating, and I think that’s our difference from a lot of folks out there.” e outlet was designed in partner ship with HapstakDemetriou, a firm that’s also worked with Cava, &pizza, and Nando’s Peri-Peri. “People travel to come to Picnik. It’s a special concept,” Mesches says. “Some concepts you’ ll put one mile apart or whatever, but with Picnik, people make a big effort to get there, and we really appreciate that from our guests.” Moving forward, Picnik will look to grow further in Texas, including Fort Worth and Dallas, and outside the Lone Star State, like Nashville, Tennessee, and Denver. All future locations will be 3,500–4,000 square feet and located in concentrated areas; Mesches mentions college campuses as a good fit for the brand. Similar to the second brick-and mortar store, these units will have large patio spaces and a full bar. The near-term strategy is to con tinue bui lding company-owned res taurants. Mesches says the company is too early into its development to decide whether to franchise. But whatever Pic nik decides, it will be supported by a host of restaurant veterans hailing from such powerhouse brands as Outback, Whata burger, e Cheesecake Factory, Arby’s, Sonic, Lettuce Entertain You, Houston’s, e Habit Burger Grill, and Sam Fox Res taurant Concepts. “We feel very strongly that this con cept can grow to at least 75 restaurants around the country,” Mesches says. “We have a team that’s done that kind of thing before, but we’re going to do it at the right pace and in the right way. Just like our food is mindful and with con scious choice, so is our growth.”

WITH A BRIGHT YET REFINED AIR, PICNIK TARGETS ALL OCCASIONS RANGING FROM CASUAL LUNCH TO A MORE FORMAL DATE NIGHT.

PICNIK (2)

and emerging chicken fast casual Star bird; Mesches also serves as CEO for the former brand. Picnik’s demographic is far-reaching, encompassing college students, young families, and retirees. e largest subset is women aged 25 to 35. Restaurants are light, with bright colors, wood tones, and polished concrete floors, and Mesches says the environment is made for both the casual launch and the fancier date night. e original location, based on the north side of Austin, is a second-genera tion space around 3,500 square feet. The second restaurant, also 3,500 square feet, sits at the bottom level of a new condo development in South Aus tin, and includes a more coherent dining

room layout, an open kitchen, pink and turquoise tiles, colorful light fixtures, and murals of Texas landscapes from a local artist. For on-the-go customers there’s a walk-up coffee bar—similar to the chain’s first trailer—and plenty of outdoor patio space. e pedestrian window opens at 8 .. while the dining room opens at 11 .., or 9 .. for weekend brunch. e most prominent update in the second restaurant is the full-service bar, equipped with a lounge area that stretches alongside the restaurant. Pic nik’s beverage program is led by direc tor of operations TomMoon, who previ ously spent time at FB Society’s Whiskey Cake and Marriott International. e dining room and bar area, which stays

60

FSRMAGAZINE .COM

DECEMBER 2022