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| By Chris Petersen | |
| Sunday, 14 May 2006 | |
 Moxie’s Classic Grill’s Laurids Skaarup says 'premium casual' has proven to be a winning concept. Moxie’s is a restaurant that has come into its own – it gives customers a casual atmosphere, but also features a varied, high-end menu and high-quality rooms. Laurids Skaarup, president and COO of Moxie’s, refers to this new category as “premium casual,” and the chain’s growth in recent years is testament to the fact that customers are drawn to it. Moxie’s belongs to a different class of casual dining, Skaarup says, because of its “fresh focus” on food and distinctive restaurants. He compares Moxie’s to chains such as Houston’s and The Cheesecake Factory when describing the “premium casual” concept. From the chain’s diverse menu to its individually designed locations, Skaarup says Moxie’s brings something extra to the casual-dining experience. The first Moxie’s opened in Calgary in 1986, with a 3,500-square-foot location that Skaarup says was inspired by delis. The first Moxie’s specialized in sandwiches and soon became known as “a funky place to go for lunch,” Skaarup says. The question that led to Moxie’s becoming more than a lunch spot and helped it carve its own niche in casual dining, according to Skaarup, was “What if the rest of our menu was as great as our lunch offering?” From that basic idea, the chain began developing a full menu that featured the kind of casual-dining fare people expected as well as some new twists on old favorites, both with an upscale flair and for reasonable prices. Currently, Moxie’s has close to 50 locations throughout Canada and the chain’s concept has proven successful. Moxie’s has increased its average unit volume by $1.5 million (Canadian) in annual sales over the last seven years, making it one of the most successful restaurant chains in Canada. Although the concept has been a hit, Skaarup says it’s not in Moxie’s nature to open dozens of locations just for the sake of opening new locations. The company is designed to expand strategically, limited only by the availability of dedicated leaders who share the company’s passion for the business and its approach to guests. Choice and Class Moxie’s menu reflects the fact that customers are more food-savvy than ever, thanks to influences such as the Food Network exposing more people to the concepts of fine dining. At the same time, however, Moxie’s also recognizes that people will never tire of the old favorites, and comfort food is still a source of joy for many. That’s why Moxie’s menu is a place where nachos and Ahi Tuna Crisps can stand side-by-side as appetizers. “We want that challenge,” Skaarup says. The menu at Moxie’s contains items from a wide variety of influences, and can match up with anyone’s appetite. Appetizers include chicken wings and soups, but also more upscale items such as Louisiana garlic prawns and glazed salmon with garlic-buttered crostini. Skaarup says the trends in the marketplace have skewed toward global influences. As such, the chain has added a number of ethnic or fusion dishes to its menu in recent years, including: • Szechwan Green Beans appetizer – The beans are seared in sesame oil, ginger and garlic and then glazed with a Szechwan sauce. •Tandoori Chicken Pizza – It brings the flavor of India to the Moxie’s menu and is made with roasted red peppers, cilantro and mild curry. •Shanghai Noodles – This dish features chicken or prawns sautéed in ginger-garlic sauce with shiitake mushrooms and vegetables, including hot Thai chili peppers. •Beef Vindaloo – This dish comes with strips of marinated beef served in a spicy Vindaloo curry sauce with jasmine rice. •Sesame Thai Chicken salad – This salad mixes grilled Teriyaki chicken, Cantonese noodles, mixed greens, red peppers and cucumber with Moxie’s own sesame Thai dressing. Another trend that Skaarup mentions is a resurgence in the popularity of Mexican food, and the chain capitalizes on that with its chicken enchilada and quesadilla. Skaarup says Moxie’s has an extensive food development program that conducts studies and refines possible menu items based on customer response. Through this process, Moxie’s has added many dishes to its menu in the last few years. The chain’s willingness to experiment with its menu gives it “tremendous ability to respond and react” to customers’ wants, he says. Inner Beauty The interiors of Moxie’s locations are just as eclectic and varied as the menu and just as focused on an upscale experience. Each Moxie’s location is designed to look distinct and match up to the surrounding communities. On top of this, their looks evolve with the times, so that they stay current. “It’s a challenging thing to do, but it’s also something that speaks to the core of what we do,” Skaarup says. Each restaurant has a unique look, but there are some shared design elements for all Moxie’s locations, and they further complement the chain’s upscale casual atmosphere. Their emphasis is on real finishes, stone, granite and wood. Skaarup says the company’s commitment to quality interiors demonstrates that Moxie’s focus is on having the best restaurants, not just the most. “One of the things that’s really meaningful about us is that we’re restaurateurs, we’re not franchisors,” Skaarup says. He also says the chain’s design sense is just as much a facet of the premium casual category as the menu is. “That choice is expressed first and foremost with food, but it’s not limited to food,” he says. Labor Relations Skaarup says Moxie’s is determined to be the employer of choice for the casual-dining sector, and adds that the company is always looking to hire the best people. “There’s only one way to be fabulous in this business, and that’s through the people,” Skaarup says. Attracting and retaining people means the company has to treat its employees fairly and not take short cuts. Moxie’s provides its employees with education sponsorship programs and incentives for long service, but most importantly Moxie’s offers an environment based on respect. Showing team members that they are valued and being honest with them are two things that Skaarup says inspire employees to work with “more heart, more willpower and more care.” “You can’t trick anyone; you can only deliver in a real fashion,” Skaarup says. Looking Into the Future Skaarup says Moxie’s plans to have more than 100 restaurants in operation by 2014. He says the chain will focus on the market in eastern Canada before expanding into the United States. The company’s key to remaining successful is to continually improve by focusing on the fundamentals. “Tiger Woods did not invent a new way to play golf; Michael Jordan did not invent a new way to play basketball,” Skaarup says. “They are just better than anyone else at the fundamentals. They continually find new distinctions on how to apply ‘the basics’ to their profession.” He says the company’s goals remain simple as it celebrates its 20th anniversary this year. “We are passionate about being a fabulous employer, about ensuring our guests are happy, and about long-term enduring profitability.” Skaarup says. |
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