Consumers' Choice in Chains: Leaders of the Pack - Sweet Tomatoes
Dining at Sweet Tomatoes is meant to be an experience unlike any other. The appeal of fresh ingredients married to self-serve convenience help keep it at the top. The chain’s winning ways—it has held the No. 1 spot in its segment for three years running—stem from commitment to high-quality ingredients that are prepared in house each day.
By Staff -- Restaurants & Institutions, September 1, 2006
Dining at Sweet Tomatoes is meant to be an experience unlike any other. The appeal of fresh ingredients married to self-serve convenience help keep it at the top. The chain’s winning ways—it has held the No. 1 spot in its segment for three years running—stem from commitment to high-quality ingredients that are prepared in house each day.
Sweet Tomatoes’ business philosophy is simple enough: Serve the “type of food that people would make in their own kitchens if they had the time,” says Joan Scharff, executive director of marketing.
To deliver on that promise, Sweet Tomatoes strives to serve foods with no preservatives or added ingredients that are sourced from farmers with which it has long-term relationships. Inherent to its soup-and-salad-heavy menu is a health-minded focus whose appeal continues to grow.
The company devotes considerable time and resources to customer survey call logs. It responds to complaints and takes seriously all suggestions and feedback.
To further strengthen diner connection with growers and fresh produce, it has embarked on redesigns to create more space and get even closer to a contemporary farmers-market experience for diners. The prototypes—complete with exposition cooking and baking as well as a to-go line—are opening in California, Florida and Arizona.
Evidence that food hasn’t taken a back seat to the structural facelift can be seen in promotions such as June’s Pucker Up Lemon. An advisory council, or “kitchen cabinet,” helps gauge trends and develop menu items that reflect consumer interest.
“We have a core menu that we know, through communication vehicles and usage, that guests love,” Scharff says. “On top [of core menu items] we put in monthly menu features; those potentially reach new guests.”
Sweet Tomatoes’ kitchen cabinet of consumers is expected to provide the next level of guest feedback.
“It’s a group of guests from all parts of the country who sign on for a two-year commitment to give us feedback,” Scharff says.
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