In our September/October issue, we profiled how Cooper Hotels reworked its Fanatics Sports Bar & Grill locations in DoubleTree by Hilton in Murfreesboro and Johnson City, Tennessee, creating Burger Bar.
I’d like to call attention to one key element of the appeal of the new concept. Here’s a passage from our story from Hana Colvin, executive chef at the Murfreesboro DoubleTree:
“I’m a big part of our social media, being a younger professional myself. I do some of the Facebook posting we utilize. We have a burger of the month that we post pictures of, and we talk about the sourcing of local produce. The feedback from people, they love that they’re able to create something that’s their own. You’ve got a lot of places now like Chipotle, Moe’s, and even Subway, where you go in and pick and choose what you want, and you get something you’ve contributed to. By giving people not necessarily a blank canvas but a paint-by-numbers concept, for them to work off, they love that.”
The lesson? Offer the opportunity to customize and you immediately pump up excitement in your menus.