Key to the conversions has been the physical introduction of a bar. Whereas Casa Ole and the Tex Mex Cafes feature only margaritas and beer, Little Mexico and Tortuga feature a full bar. The idea is to promote the restaurants as an energetic gathering place. The investment is already paying off at converted Little Mexico units. Serving a terrific drink is as important as serving terrific food, which is to say that it's only part of the equation.
Good service becomes critical, especially when customers are paying more for premium products.
If any operator knows that, it's Fat Tuesday. Ask about the most important ingredient in its success, and company officials don't focus on secret recipes, fun music or festive d cor. One training exercise asked staffers to come up with the names of 30 regular customers. At the chain's Philadelphia unit, regular customers were invited to a staff party. Of course, every regular customer was once a newcomer.