Please reference attached brief.
About Melting Pot CRAVE: Melting Pot CRAVE will be a new smaller restaurant format of The Melting Pot that is currently under development. The Melting Pot is a 43-year legacy brand that dominates the fondue market. For history about The Melting Pot, please visit https://www.meltingpot.com/history.aspx.
Melting Pot CRAVE will be a modified version of The Melting Pot that is more contemporary than the legacy brand and has a smaller physical footprint and a lower price point.
The Product: Melting Pot CRAVE will be a restaurant focused on serving craveable fondue items (especially cheese fondue and chocolate fondue) during the dayparts of dinner, lunch, bar/happy hour and brunch. Additional offerings will also be available such as prepared entrées, paninis, shareable sides, small bites and elevated drink offerings.
The Environment: Melting Pot CRAVE will be contemporary, yet approachable. The open design will create a high energy environment that showcases our exceptional food and beverages. The bar will be a central element to the restaurant design along with patio seating. The restaurant will also feature visible stations where team members prepare cheese and chocolate for guests.
Target Audience: Individuals who are looking for a different kind of food/dining
experience that satisfies their craving for The Melting Pot’s delicious fondue
in a quick, low-key environment.
• Millennials are the primary target: 25-40 years old, both women and the men in their lives.
• Centennials are the secondary target: 18-24 years old, both female and male.
• The tertiary target is Xers: 40+ years old, both female and male.
Industry: Restaurant – Casual
Brand Values: Passion, Respect, Diligence, Innovation, Family & Belonging