February 05, 2004 08:45 AM US Eastern Timezone
Raving Brands Tosses Another Concept into the Quick Casual Category; Fastest Growing Portfolio Adds Fifth Brand that Offers Perfect Balance Between Healthy and Hearty
ATLANTA--(BUSINESS WIRE)--Feb. 5, 2004--Some may call it a response to the hoopla around Atkins Diet, South Beach Diet, the influx of low-carb menu items at every food stop along Route 66 or the nation's continued obsession and losing fight to obesity. For Martin Sprock, founder/owner of Moe's Southwest Grill, Mama Fu's Noodle House and Planet Smoothie and owner of PJ's Coffee, his motivation for launching a fifth concept is more calculated and exact than the influence of hype. He is launching Doc Green's Gourmet Salads in the same spirit of his other brands - because no one is doing it well on any real scale.
"The fast casual category has raised consumer's expectations for food quality and experience at the most basic levels," explains Sprock. "The consumer should not need to rely on the '70s-style salad buffet troughs' as the only source of affordable greens. We are going to make salads that are fresh, flavorful, healthy and affordable, served in a convenient but appealing atmosphere."
As is typical of his successful franchising formula, Sprock will open the first concept as a corporate-owned restaurant in his own backyard so he can constantly refine its food and experience before taking it to the masses. Sprock believes each concept should have some theatre or entertainment value to complement the food, be it the signature greeting - "Welcome to Moe's" at his fastest growing Fresh Mex concept or the line of fiery woks that prepare Pan-Asian dishes at his Mama Fu's brand. At Doc Green's, expect customers to get engaged in the art of making a salad that reflects their own tastes and health preferences, from various salad greens, freshly grilled chicken and fishes, vegetables, nuts, cheeses, and low-carb, low-fat and low-cal dressings.
"As with all of our concepts, Doc Green's will benefit from the great synergies of being related to a portfolio of brands expanding nationwide," states Sprock. "In this business, it's all about real estate. Doc Green's will average 2,500-3,000 square feet, but we have the ability to take something two to three times that space and fit multiple, but independent concepts. We have such great franchise demand for the portfolio that we may have two or three different franchisees carving up one space for a Moe's, Mama Fu's and Doc Green's because the real estate is so premium. That's a great place to be."
While the impetus behind the brand is healthy, gourmet salads, Sprock knows the importance of serving up a balanced menu, something that's for everyone. The menu will feature a number of bistro type offerings, including a choice of a meat, chicken or fish with three vegetable sides. Or if you are inclined to want a sandwich, customers can choose from an assortment of paninis. The atmosphere will reflect similar art and music tastes of the other brands - eclectic paintings of popular icons and upbeat music that customers recognize and enjoy.
About Doc Green's Gourmet Salads
Doc Green's offers healthy, fresh made-to-order salads, soups, meat and three (red meat, chicken or fish with three vegetable sides), panini sandwiches, casseroles and other bistro fare, available with light, low-carb, low-fat and low-cal dressings and toppings. Affordably priced, the average sales ticket is $6 to $8. A popular selection of light beer and wine will also be available. Consistent with all Raving Brands concepts, the restaurant experience will feature vibrant and lavish colors, seating for comfort's sake and feature the images and sounds of popular musical artists, a Raving Brands trademark. Doc Green's is a part of Atlanta-based Raving Brands restaurant portfolio, which includes the successful Moe's Southwest Grill (110 units), Mama Fu's Noodle House (5 units), Planet Smoothie (130 units) and PJ's Coffee (42 units).
Raving Brands New Concept: Doc Green's
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