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Brinker subsidiary puts muscle behind menu, service to strengthen foundation for future expansion
Popping into the corner store to pick up a loaf of bread or a cup of coffee long has been a feature of American life. In fact, these days many people couldn't imagine being without the convenience of their neighborhood bodega.
And that's exactly what the creative minds behind Corner Bakery Cafe were counting on more than 14 years ago when they christened the bakery-cafe concept, according to Ric Scicchitano, vice president of culinary operations.
What began as an Italian bakery offshoot of casual-dining Maggiano's Little Italy in Chicago today has grown into a fast-casual contender with an up-to-date menu, a newly revamped style of service, a strong focus on employee development and training, and a philanthropic bent.
Although the brand was not originally conceived as fast casual, "we responded to what our customers wanted, and it evolved," says Nancy Hampton, vice president of marketing for the company.
So, after ramping up the menu with more substantial offerings - including espresso drinks, upscale salads, gourmet sandwiches and dinner entrées - officials at Corner Bakery set out to expand the concept. After four years in operation, Corner Bakery opened its first outlet independent of Maggiano's in Dallas and now has 86 units around the country - both independent and linked with the Italian-dining restaurant. Full-service locations range in size from about 2,000 to 5,300 square feet and seat from 60 to 150 people.
"As [Maggiano's and Corner Bakery] grew outside of Chicago, they found their own footing," Hampton explains. "Corner Bakery was about quick and easy meals, and Maggiano's was a destination eatery."
Both Corner Bakery and Maggiano's started as Lettuce Entertain You Enterprises concepts, but they were acquired in 1995 by Dallas-based Brinker International, which generated revenues of about $3.7 billion and a net income of nearly $154 million for the fiscal year ended June 2004.
According to Jean Birch, the former president of Corner Bakery who recently was named president of Romano's Macaroni Grill, Corner Bakery's urban locations are profitable, but most of the growth of the concept will be in suburban areas where the focus is on daytime traffic, lunch and the community.
And, as Hampton notes, "community involvement...