Foodservice Equipment & Supplies

AUG 2018

Foodservice Equipment & Supplies magazines is an industry resource connecting foodservice operators, equipment and supplies manufacturers and dealers, and facility design consultants.

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AUGUST 2018 • FOODSERVICE EQUIPMENT & SUPPLIES • 59 chain profile Stylized Approachability While Melt Shop has gone minimal with operations, it's taken a different approach to its dining area and customer touch points. The chain, Rubin says, strives for an appearance that's "cool, but family friendly. We like to call it 'stylized ap- proachability.' It's something that is cool and hip and fun, but also a place that's meant for all ages, all walks of life." The chain achieves this, Rubin says, by balancing one material with another. The best examples of this exist in Melt Shop's newest locations, most of which reside in mall food courts in the greater New York City area. In these stores, the ordering counter face consists of a sleek, glazed black brick tile. The countertop was made using reclaimed wood from a bowling alley; the rich, warm brown makes the counter more approachable. The area behind the ordering counter, meanwhile, is made with glazed white brick tile outlined with thick black grout lines, creating an eye-catching pattern that elevates the look beyond typical food court operations. A handful of the chain's existing inline stores have been retrofitted with this general design, "without breaking the bank," Rubin says. Tabletops are made of the same reclaimed bowling alley material as the ordering counters in mall-format stores, chairs are black to match the black glazed bricks, and brick walls are painted white to match the white glazed bricks. Set for Growth With its new equipment package and redesigned front of the house/customer facing area, Melt Shop is now set up for expansion. While it has 11 stores now (eight in the Northeast, one in Minnesota's Mall of America and two overseas), it expects to hit 15 stores this year, then open an additional 15 in 2019. While that's an ambitious goal, Rubin believes it's achiev- able through continued international growth, as well as new corporate and franchised stores in the United States. The near-term focus for new corporate stores will be on malls, particularly in the greater tri-state area, Rubin says. Rubin's focus on the basics — real estate, market demand, franchise partners with operational experience — should come as no surprise. After all, he structured much of his career around building a concept that would last and has spent years fine- tuning that concept. Now, he's ready to take the leap. "We really want to have 100 open locations in 5 years' time. That's a really ambitious goal but we feel with the product and processes we have in place, our brand and our prototype, that we can make that happen." FE&S FOOD PREPARATION In a Hobart kitchen, everything works as it should. Every food prep task proceeds smoothly. And you create exceptional results. Get a complete solution to turn quality ingredients into quality meals. Only with Hobart. CREATE YOUR PERFECT KITCHEN. ONLY WITH HOBART. E l e c t r i c S l i c e r s Hobart F l o o r M i x e r s Hobart

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