2004 Consumers' Choice in Chains | Cafeteria/Buffet: Sweet Tomatoes

By Staff -- Restaurants & Institutions, 9/1/2004

2004 Consumers’ Choice in Chains
CAFETERIA/BUFFET > SWEET TOMATOES

After 24 years of serving salad buffets, Sweet Tomatoes has built a menu of 100 original items and a reputation for fresh, innovative food. It’s just the winning combination to move the division of Garden Fresh Restaurant Corp. to the top of the cafeteria/buffet category.

Smart operations and strong customer relations are among Sweet Tomatoes’ key assets, says Executive Director of Marketing Joan Scharff. The chain’s Club Veg program e-mails menu changes, seasonal specials, awards and complimentary meal coupons to a database of 19,000 registered guests. Kitchen Cabinet, a customer advisory board, contributes feedback, critiques and suggestions for food and service improvements. Such relationships influence menu innovation, service training and high standards of cleanliness.

10.7 million
Hard-boiled eggs used in 2003.

Its high percentage of house-made items distinguishes Sweet Tomatoes from some other cafeteria/buffet concepts. “Everything is from scratch, including roux for soups, and meat is still picked off the bone by hand,’’ says Scharff.

Though centralized kitchens in key locations supply bases for soups, salads and baking mixes for muffins and breads, each unit has daily deliveries of fresh produce.

Operational efficiency comes from years of following predictive models and consumption patterns to anticipate needs, she says. Computer-controlled inventory allows each unit manager to order daily for next-day delivery. Menus and items are rotated every four to six weeks, though classics, such as chicken-noodle soup, New England clam chowder, buttermilk cornbread, pizza focaccia, blueberry muffins and won-ton salad, are fixtures. Soups, pasta, salad, breads and dessert are displayed on designated help-yourself food bars. Popular additions include warm fruit cobblers, chocolate lava cake and lemon salad with greens, candied walnuts and lemon dressing.

Headquarters	San Diego
CEO	Michael Mack
Units	66
Check average	$7.93
Respondents aware of chain¹	17%
Respondents who visited in previous 12 months¹	4%
Guests who would go back²	88%
Average loyalty (would go back) for chains in this segment	83%
Key region	South/West
Widest attribute lead	Cleanliness
(1) Base is all respondents; (2) base is 12-month patrons.

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Chain	Overall Score	Food Quality	Menu Variety	Value	Good Reputation	Service	Atmosphere	Cleanliness	Convenience
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Note: Overall Score is an index; percentages represent respondents who rated the chain "above average" on the given attribute.
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