In the competitive landscape of the restaurant industry, brands must focus on innovation and operational efficiency to succeed. In a recent episode of the Restaurant Technology Guys podcast, Jeremy Julian sat down with Allen Beck, Director of Off-Premise and Catering at Costa Vida, to discuss how the brand maintains its edge through a dedicated approach to off-premise dining and catering.
Understanding Costa Vida
Founded in 2003 in Layton, Utah, Costa Vida is a fresh Mexican grill that prides itself on making food from scratch. Allen Beck, who has been with the company for nearly nine years, highlights that Costa Vida does not take shortcuts when it comes to preparing their salsas, sauces, and proteins. This commitment to quality has made them a favorite among customers, with Beck noting that he still enjoys the food after almost a decade of working there. The brand has expanded to 91 locations across 17 states and Canada, and is focused on continuing growth in key markets like Texas and Arizona.
Innovative Menu Development
Innovation is a core part of Costa Vida’s DNA. Beck mentions that the company has a dedicated innovation team led by Kit Preswitch, who is responsible for developing new menu items and limited-time offers (LTOs). This proactive approach to menu development ensures that there is always something new for customers to try, keeping the brand fresh in a market where many competitors remain static.
Collaboration with Operations
A significant takeaway from Beck’s insights is the importance of collaboration between the off-premise team and operations. Successful off-premise dining strategies depend on the buy-in from the operations team. Beck emphasizes that any marketing strategy is doomed to fail without the support of those executing it on the ground. He works closely with key operations leaders to ensure that new concepts and menu items are practical and executable in the busy restaurant environment.
The Role of Catering
Catering has emerged as a vital revenue stream for Costa Vida, particularly as businesses increasingly invest in this area. Beck explains that the brand has been successful in catering by listening to customer feedback and adapting offerings accordingly. For instance, Costa Vida offers a build-your-own bar concept, allowing clients to customize their orders. This flexibility has placed them ahead of larger competitors who are now following suit in offering similar options.
Operational Efficiency
Beck shares a critical lesson learned through experience: test new ideas in real-world scenarios. For example, when introducing a new condiment box for to-go orders, the initial design was difficult to assemble, leading to inefficiencies. By working alongside operators in the stores, Beck was able to gather feedback and refine the product, ultimately improving order accuracy and customer satisfaction.
Conclusion
Costa Vida’s approach to off-premise dining and catering illustrates the importance of innovation, collaboration, and customer feedback in the restaurant industry. By prioritizing these elements, the brand not only enhances its operational effectiveness but also fosters a loyal customer base eager to explore its offerings.
