Just
when everyone was calling fast casual a floundering sector the Massachusetts
based Legal Sea
Foods
is about to launch a new fast-casual spinoff called Legal Fish Bowl. Foodservice Solutions® Grocerant Guru® Steven
Johnson believes there is a need in the marketplace for more quick service
seafood restaurants.
Legal
Sea Foods CEO Roger Berkowitz was quoted saying “The quick-serve prototype is
designed to appeal to time-pressed office workers, particularly at lunchtime. Legal Fish Bowl, which is slated to open this
spring, will be a build-your-own bowl concept, with seafood bowls priced at
$10-$15.
Customers can choose from a half dozen chef-created bowls or they can
select their own ingredients.
Johnson
believes that the proposed check average of $10 to $15 per meal at lunch time
is a bit high even for downtown Boston. However
a prototype is just that and Legal Sea Foods team will leverage Limited time offers
(LTO’s) to help figure out the right Price +Value +Service Equilibrium.
Remember
that Legal Sea Foods was founded in 1968 and currently operates 35 units in the
U.S., making it the nation’s 166th largest chain, according to
Technomic data. The company operates several other spinoffs, including the
full-service Legal Test Kitchen and Caribbean-themed Legal C Bar. Success
does leave clues and the better-for-you ‘halo’ around seafood is our success
clue for today.
Interested
in learning how Foodservice Solutions 5P’s of
Food Marketing can edify your retail food brand while creating a platform
for consumer convenient meal
participation, differentiation
and individualization? Email us at: Steve@FoodserviceSolutions.us or
visit: www.FoodserviceSolutions.us for
more information.
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