Freshii has always crafted its healthy bowls, wraps and salads around lean proteins and fresh vegetables. But steaming and holding was the only way those ingredients could be cooked, resulting in pale, dry chicken and bland veggies.
Until now. The Montreal-based fast casual began installing new combi ovens in its restaurants a little over a year ago, and the equipment has now rolled out to 70% of the system. “The ovens bake, grill, roast and toast; they do just about everything,” said Peter Mammas, president and CEO of Foodtastic, Freshii’s parent company. “The quality, consistency and flavor of the food coming out is much improved. Plus, the ovens cook four to five times faster, to order, right on the spot.”
Roasted, caramelized broccoli replaces bland steamed broccoli.
Within the next eight weeks Mammas expects the ovens to be installed in all 138 Canadian locations and the nine Freshii units in the U.S. “They’ve had good acceptance with the franchisees because they are ventless and easy to install,” he added.
A lift for the menu and sales
The ovens have brought the biggest lift to vegetables and proteins. Roasting and grilling chicken, salmon, broccoli, cauliflower and carrots develops caramelization and a golden color, which magnifies the natural flavor and sweetness. And the chicken turns out more tender and juicy. These ingredients are transforming Freshii signatures like the Teriyaki bowl, filled with chicken, broccoli, carrots, edamame, green onion, wonton crisps, sesame seeds and rice.
Rosemary waffle fries come out of the oven crispy and golden.
Some locations have added new SKUs to take advantage of the new equipment, said Mammas. They’re experimenting with Brussels sprouts, butternut squash and cauliflower, as well as proteins such as steak and pork. And new items are in test, including roasted sweet potato bites and crispy baked rosemary waffle fries. Freshii has also expanded its seasoning pantry, introducing more global flavors enhanced by the new cooking techniques.
“It's a really big improvement. Not only that, but the whole restaurant smells better, because the food is actually being cooked right there,” said Mammas. “We've probably seen about a 15% lift in sales already for the first adopters of the oven. Customers are impressed, they tell their friends and it’s snowballing.”
Maximizing efficiencies
The CEO himself is impressed by the ovens’ quick cooking time and how that has sped up orders. “As soon as the customer places an order for a wrap, bowl or salad, we put the ingredients in the oven, and start preparing the rest of the item. By the time the prep is concluded, the cooked ingredients are ready and the proteins are warm, consistent and juicy,” said Mammas.
Foodtastic has several chefs at corporate headquarters who develop the recipes. They can then program the recipe into the “smart” ovens and each location can connect by Wi-Fi. “The chefs download the programs every night, so it makes our training even easier,” said Mammas. “The ovens are very user-friendly; all the cooking is done with the push of a button once they are programmed.”
Roasted sweet potatoes are in test at some Freshii locations.
Chef Jason Baker, director of culinary for Freshii, is also a fan. “At Freshii, we’ve always focused on nutrition, but great food also needs to be craveable,” he said. “With oven cooking, we’re able to unlock a new level of flavor and texture. It’s something guests can truly see and taste in every bite.”
The ovens are the latest equipment upgrade at Freshii locations as the brand works to elevate and enhance the menu. Prior to this rollout, Freshii installed larger refrigerators and freezers, which created the opportunity to add poke bowls to the menu. “That was the first step in augmenting the freshness, quality and value of our food,” said Mammas. “Part two is the ovens.”
What’s next?
Although Freshii has added new vegetables and proteins to its pantry, Mammas and the team are not looking to expand the menu at this time. “Let's focus on less items, but doing them properly,” he said. “With these ovens, we have the capability of doing an entrée like grilled salmon with salad on the side, but the truth of the matter is, we want to keep it simple for the franchisees.” Close to 100% of Freshii locations are franchised, and most U.S. restaurants are in airports, he added.
The focus now is to offer healthy, fresh, tasty bowls, poke bowls and wraps with ingredients elevated by the ovens’ capabilities. “I’d rather serve 10 items that are great, than 30 that are mediocre, especially at airports. I mean, you can't really have a very long menu there.”