 Second Mel’s Diner “Swap Cars with the CEO” promotion targets labor management, operational execution
Bonita Springs, Fla. – Last month, Mel’s Diner held an internal contest
to determine which of its 10 stores could produce the highest
percentage of beverage sales. The GM of the location with the peak
proportion got to swap cars with Mel’s founder and President Chris
Karakosta for the month of April.
Now, Mel’s Diner continues its “Swap Cars with Chris” promotion, this
time testing which of its GMs can best showcase proper labor management
and operational execution. The winner, like last month, will get to
cruise around in Chris Karakosta’s a 2006 BMW 760i for the entire month
of May. (And, in turn, Karakosta will drive the GM’s car for the month,
no matter the model!)
“The GM of the store that does the best job of managing labor at or
below matrix, in combination with the highest shopper scores, will get
to drive around Chris’ BMW for the month of May. Second place will get
a $250 gift card,” said Ralph Desiano, chief operating officer for
Mel’s Diner.
“This is no April Fools gag! Chris’ car is a 2006 BMW 760i, fully
loaded. This modest automobile generates a paltry 438 horsepower at
6000 r.p.m. and 444 ft. lbs. of torque at 3950 r.p.m. It also includes
a Logic7 audio system with 13 speakers, Digital Sound Processing,
six-disc in-dash CD changer with MP3 playback capability; two
subwoofers and all features of standard audio system.”
For the contest, each store will be ranked from one to ten both in
terms of labor management and shopper scores, with one being the best
and ten the worst. The store with the best combined ranking will
win.
Of course, noted Desiano, the contest isn’t just about cool cars and
increasing sales totals. The promotion also targets the way Mel’s
management can motivate its teams and stress efficiency -- key
characteristics, considering Mel’s is currently undergoing a 30%
expansion and a brand overhaul.
“For the next two months labor execution is crucial to our profitability,” said Desiano.
“It is a difficult task to manage labor while we come out of our
busiest period, this is why I want to monitor and reward our stores for
their efforts here. Let’s have some fun with this contest and at
the same time improve profitability!”
Founded by Chris Karakosta in San Carlos, FL in 1989, Mel’s Diner,
affectionately known as “Southwest Florida’s kitchen,” 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 region’s first sports bars.
Currently, the chain boasts 10 locations throughout southwest Florida
and plans to add at least three more stores by 2007, including spots in
Naples, Cape Coral and Sarasota. While its reach may be widespread,
each store continues to pride itself on the family friendly service,
high value and made-from-scratch comfort foods that made the original
location such a success.
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Media Contact:
Quantified Marketing Group
407.936.1010
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