QSR June 2023

INNOVATE / CONTINUED FROM PAGE 61

there were three areas of focus for the brand—consumer experience, operational consistency, and financial attractiveness. This “grow-as-we-go” approach is delib erate, as Lawton’s goal is to get on the market and start learning from consum ers immediately. “We knew that if we put the initial menu into the market, we would get consumer feedback right away,” Lawton says. “We would adapt or evolve in that view as we go ... We have the flexibility to do that.” From an operational perspective, Farmesa’s kitchen is set up for culinary flexibility. From fryers to open-flame grills, there are a variety of resources available. “We went in with a base set of assump tions of how we would operate the menu, but we also knew there would be opportu nities to improve,” Lawton says. “We knew the menu would change, so we wanted to have the flexibility there.” Additionally, the Kitchen United part nership allowed Farmesa to move from concept menu design to market in about six months. For reference, a traditional restaurant concept would take anywhere from 15 to 20 months. Lawton explains the decision to oper ate through a ghost kitchen was made with “the expectation that we would be learning and iterating through the process.” Kitchen United’s technology platform also aided in Farmesa’s quick arrival onto the market. This platform allows guests to choose their location, shop for meals, and select pickup or delivery. In fact, guests looking to eat at Farmesa have multiple order options: an onsite kiosk in Santa Monica, takeout from Farmesa’s website, or scheduled delivery through third-party service providers. Between Farmesa’s menu, diverse kitchen space, and Kitchen United’s partnership, an ability to adjust and grow has been built into the brand’s mold from the beginning. “I think what you’ll see in the foresee able future for us is continuing to tinker or make bigger changes based on what we learn,” Lawton says. “We want to get this proposition as clear and as consistent for consumers as we believe it should be.”

For more information on these companies, visit www.QSRmagazine.com/connect/

AD INDEX

Anchor Packaging ..........................27 anchorpac.com ASSA ABLOY Entrance Systems .........6 704-221-2068 | assaabloyentrance.us Cholula ...........................................15 855-246-5852 McCormickForChefs.com/products/cholula Ferrero USA .....................................3 800-408-1505 | ferrerofoodservice.com Ghirardelli .......................Inside Front 800-877-9338 | Ghirardelli.com HM Electronics ...............................37 866-577-6721 | hme.com/nexeo Loomis..............................Inside Back 713-435-6700 | loomis.us McCormick Cattlemen’s ....................9 855-552-9797 McCormickForChefs.com/cattlemens National Loss Prevention ................ 10 312-819-4900 | nationallps.com National Sign Systems ....... Back Cover 614-850-2540 | nationalsignsystems.com NorthAmerican Bancard .................45 866-481-4604 | NYNAB.com Phade ............................................39 phadeproducts.com Ready Access .................................46 800-621-5045 | ready-access.com RF Technologies .....................5, 13, 63 800-598-2370 | rfdrivethru.com Robot Coupe ..................................62 800-824-1646 | robot-coupe.com

Steak n’ Shake.................................17 steaknshakefranchise.com/opportunity TransAct Technologies.................... 33 877-748-4222 | transact-tech.com/qsr-mag Vito Fryfilter ...................................41 847-859-0398 | vitofryfilter.com SMART CHAIN ................................................47-60 Ecolab .......................................... 53 800-529-5458 ecolab.com/solutions/machine-warewashing-qsr Sani Professional ..........................49 SaniProfessional.com/TrustedPartner/QSR Tronex .......................................... 55 800-833-1181 | tronexcompany.com

Satyne Doner is a staff writer at QSR . She can be reached at sdoner@ wthwmedia.com .

www.qsrmagazine.com | QSR | JUNE 2023

63