 Bonita Springs, Fla. – Mel’s
Diner, affectionately known as “Southwest Florida’s kitchen,” announces
the chain will undergo brand, menu and décor changes in early 2006.
The Mel’s Diner executive management team gathered last week in Naples,
Fla. to hammer out the plans for the company’s future. They
brought in the nation’s largest full-service strategic marketing and
public relations firm focused exclusively on the restaurant industry,
Quantified Marketing Group, to assist with the transition. By the
end of the planning session, the team had discussed the market
evolution trends of “trading up,” and envisioned the innovative
direction for Mel’s.
Since the chain’s inception more than a decade ago, the $25
million-a-year company has succeeded as a mom-and-pop operation,
without running things by conventional chain standards. The
management team has cohesively agreed that implementing systematic,
operational and conceptual changes will provide the locations with the
tools for record-breaking success.
“It is a clear and logical evolution of the concept and brand based on
emerging consumer trends and behaviors for Mel’s Diner to initiate
these transformations,” said Chris Karakosta, president and CEO of
Mel’s Diner. “We’re anxious and excited to get the changes
underway.”
The initial focus will be to make changes to the menu, which has grown
over the years as the concept has expanded. The company has
identified a niche in the market that will align its new concept and
food with some of the traditional favorites Mel’s became famous for,
paring down the menu but embellishing on signature dishes. The
results will favorably position the restaurants as “not your typical
diner” in terms of food and décor, but it will still offer the same
swift service and relaxed atmosphere.
The process of evolving a brand can prove to be grueling for any
organization, but with the collective agreement from Mel’s management
for a new vision, capital from lease sell backs and significant
reinvestment in every area (including management infrastructure,
marketing, financial systems, improved training programs, culinary
director) things are going smoothly.
Founded by Karakosta in San Carlos, FL in 1989, the restaurant
originally set out to mimic the look and feel of Karakosta’s first
eatery, the Chicago-based family style diner Dimitri’s. Before
Mel’s, Karakosta owned and operated two other establishments in the
southwest Florida area, the upscale steak-and-seafood spot, The Green
Onion, and Stevie Tomato’s Sports Page, one of the area’s first sports
bars. In Mel’s, he sought to return to the familiarity and
wholesomeness of Dimitri’s, while also supplying an environment where
his family could spend more time together -- they originally served as
his staff in the eatery.
“We offer quality comfort foods for an unbeatable value,” says
Karakosta. “That’s what we’ve built our reputation on, and that’s
what we will continue to concentrate on as we grow and evolve the Mel’s
Diner concept.”
Currently, the chain boasts 10 locations throughout southwest Florida
and plans to add two more locations in early 2006. While its reach may
be widespread, however, each store continues to pride itself on that
same sense of family-friendly service, high value and good home-cooking
that made the original location such a success.
For more information, visit http://www.melsdiners.com
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Media Contact:
Quantified Marketing Group
407.936.1010
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