Here’s where the third-party anecdote resurfaces. Famous Dave’s has enjoyed a strong response to the delivery side of its business, Concepcion says. And what are future models that can help the brand court that incremental business?
Concepcion says there are two major paths they’ve debated: The first is offering virtual concepts within the four walls of Famous Dave’s restaurants. The second is presenting Famous Dave’s as a virtual concept of another brand.
Here’s what that could look like:
Famous Dave’s is concepting the notion of multiple virtual concepts that exist within its own restaurants. So there could be a burger-themed or salad-themed concept. This way, when a third-party delivery user swipes over burgers or salads, they’ll see a restaurant with high ratings that serves the product they’re looking for. It just happens to also be housed in Famous Dave’s, whether they realize it or not. It will be delivered out of the same kitchen and handled by the same staff. And because that virtual concept was of little to no cost to Famous Dave’s, it’s a much swifter path than opening, say, a spin-off burger chain.
“I think, because the virtual space has this low startup cost, maybe we can just focus on our burgers virtually, and see how that does,” Concepcion says. “And so I think that opens up a way for us to connect with the consumers and then solve that business issue of getting more out of our existing assets without all the really expensive equipment and other stuff that goes into launching a new concept.”
“I call it latent capacity,” he adds. “For us, we have latent capacity in the kitchen, especially during lunch time. The ways we can figure out how to be creative and figure out what to do there the better off we are.”
The other possible model Concepcion mentioned is the idea that Famous Dave’s could team up with a different concept and feature a Famous Dave’s branded menu out of a shared space, or operate from a non-branded kitchen, like a delivery-only spot.
Famous Dave’s decided against opening a planned location with Kitchen United recently, but the company is still looking at that segment, Concepcion says. The brand is measuring a couple of iterations.