Melting Pot Plans Return Dip in Huntsville Market

 

Fondue is back in the Rocket City, as the popular Melting Pot restaurant is returning to Huntsville as part of its national expansion plans this year.

Patrons will have the chance to enjoy cheesy and chocolatey delights at the restaurant, which began in 1975 in Florida. Shak Turner, senior director of Franchise Development with Front Burner Brands in Florida, did not have a specific location to announce, saying the company is looking at several sites.

Melting Pot previously had a 10-year run at Bridge Street Towne Center. Turner said the prior franchisees decided not to renew the franchise agreement and to become missionaries. With no immediate investor, the restaurant closed.

Turner said the company would not rule out a return to Bridge Street but is considering several options thanks to the multiple project developments in the area.

Melting Pot has 97 locations in 31 states and Canada. It began in 1975 in Maitland, Fla. Menu items range from entrees, salads and the popular fondue options to a variety of desserts. New markets in Alabama, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee and Texas have been identified for expansion.

Turner said the myriad COVID-19 regulations have been a challenge to navigate with the myriad restrictions, closures, percentage of customers allowed and other factors. She said sales have been strong in states in which Melting Pot was able to remain open or shift to increased takeout and third-party delivery options.

The expansion plans, which include what the company calls “Melting Pot Evolution” as part of a modernization overhaul, are focused in southern states.

“Where our franchisees have been able to be open they’ve been outperforming the rest of the segment of high-end casual dining even with limited capacity in some stores,” Turner said. “Our franchisees are providing our guests with great customer service and great experiences. Customers still wanted to celebrate special occasions, even if there were limitations. 

“We committed quickly” to a shift in takeout, she said. “That’s one advantage to having a smaller brand, and also privately owned. Some of those decisions could literally be made in minutes or seconds, and not have to go through layers that a bigger organization has to go through. We’re really able to be nimble and be there to help our franchisees through each situation, and each one had unique situations where they were at.

“In Florida, it was almost an anomaly because it was almost business-as-normal for a while but other (states) are just starting to reopen more. All this goes back to our communication with our franchisees, which was strong even before COVID (began).

Turner said the communication and collaboration with franchisees always “has had a trust and comfort level of being supported.” Melting Pot Evolution began in late 2018, with a focus on keeping some popular aspects of the restaurant’s atmosphere while modernizing others, including streamlining production efficiency and creating a smaller footprint in some situations. Part of Melting Pot’s evolution includes “more brighter colors, being more modern and being relative to trends,” Turner said. Diners will begin seeing more casual areas, a social bar, outdoor dining and patio bars at locations.

Shifting to more takeout and third-party delivery options “became a priority for us overnight,” Turner said. Menu changes in 2020 for takeout and delivery increased per-person average sales. In August 2020, Melting Pot created a Thursdate promotion, which extended the weekend and increased sales in areas where restrictions had shut down or severely cut into traditional weekend dining.

“This probably the biggest thing for us,” she said. “It’s kind of like with the Melting Pot, people think of the old steakhouse with dark walls and being very segmented. The new Melting Pot is not the old Melting Pot. Trying to be more contemporary while keeping some things customers enjoy. We’re looking forward to the continued expansion in the Southeast and bringing Melting Pot back to markets where we can help people celebrate all different occasions around the pot.”

Front Burner Brands Bob Johnston is part of the family team that owns the brand and the architect of its evolution. He has been involved with Melting Pot for more than 40 years, starting as a dishwasher when he was a teenager.

“The innovations from this past year have set us up for this strong start in 2021. We anticipate that this will resonate with our loyal and longtime fans for the balance of the year, while also bridging us to a new set of guests,” Johnston said. “In addition to endearing us with our guests, the momentum behind our brand puts us in the right spot to attract high quality restaurant franchise investors.

“We are in a strategic expansion mode and looking to bring on talented owner/operators that have the experience and infrastructure to grow with us.”