Put simply, California Crave™ offers sophisticated, exciting
and healthy dining at a more affordable price point than traditional
full-service restaurants. We offer the best of all worlds: Upscale
yet unpretentious. Satisfying yet healthy. Gourmet yet generous.
always fresh, fun, and interesting.
We’ve taken special pains
to ensure our food will induce unmistakable cravings in our
customers. Tantalizing sandwiches made with our signature breads,
rich homestyle soups, crisp salads, gourmet pizza and pasta
dishes, plus exquisite desserts and coffees provide a culinary
experience normally found only at more exclusive establishments.
Recent trends show most people want higher
quality, better tasting food, served in a friendly and easygoing, yet
stylish environment-and they don’t want to pay traditional full-service
restaurant prices. With that in mind, we’ve designed each restaurant
to minimize operating, construction and real-estate costs. And placed
them in areas of heavy commercial and residential traffic. This allows
us to lower the average check price to an affordable $7 to $10 per person,
placing us squarely in the fastest-growing market segment in the industry,
known as “quick-casual.”
Quick-casual restaurants are characterized
by moderate prices, upscale menus and recipes cooked-to-order in exhibition
kitchens and upscale environments where counter-ordered food is served
to the table, providing guests with greater value and control of their
And although the prices are lower than a
traditional full-service restaurant, when it comes to ambience and comfort,
we spare no attention to detail. Each restaurant boasts its own distinct
design and feel - no two are exactly alike, but all are bright, energetic,
sumptuous and inviting.
What’s also unique to California Crave™
is we offer different service formats depending on the time of day. For
super-fast breakfast and lunch service, patrons order at the counter and
the food is served to their tables by our friendly staff. At dinner we
switch to full-service and adjust the ambience to correspond with the
more subdued nighttime mood. Our restaurants are designed to provide the
full-service experience guests seek, while accommodating their needs for
more traditional quick-casual elements such as timely service during the
rushed daytime hours. As always, we try to provide our patrons with the
best of all worlds, while taking advantage of the opportunities present
at different day - parts - a weakness found in most other quick-casual
We’ve also placed special emphasis
on the quality and convenience of our take-out and delivery services.
Until now most delivery choices have been limited to pizza, Chinese, and
a smattering of local “mom and pop” restaurants. While fulfilling
on some immediate levels, these options don’t meet the growing demand
for fresher, higher-quality food. What we’ve done is marry this
convenience with the quality of a full-service restaurant, producing the
highest quality quick delivery option available anywhere.
More importantly, we’ve designed and
thoroughly tested our delivery system to ensure that no loss of quality
occurs during transit. Our food is every bit as cravable on your table
as it is on ours.
We know that word-of-mouth is the only way
a restaurant can truly grow and so we’ve cut no corners in our quest
to become the favored restaurant in our segment. Our approach is to pay
attention to what really counts: THE GUEST EXPERIENCE – quality,
service, comfort and cleanliness. Our team and strategy are uniquely disposed
to bring this exceptional concept to full fruition.
The California Crave™ development
team is made up of industry veterans that have more than 100 years combined
experience working with nationally successful restaurant chains such as
Applebee’s®, Marie Callenders®, California Pizza Kitchen®,
Claim Jumper®, Taco Bell® and others.
Our goal is to build 30 California Crave™
restaurants in Southern California by 2008. Over the subsequent 10 years,
we will expand nationwide to 500 locations, and eventually build a global
network of restaurants. The California Crave™ brand will also be
universally familiar to consumers through retail merchandise such as our
signature bread and dressings to be sold at grocery and convenience stores