Boston Market is growing again. The chain, which specializes in rotisserie chicken and home-style side dishes, opened its first new unit in seven years in early September, in Hialeah, Fla. Five more units are planned for this year, as well.
Once sitting at more than 600 units, the Golden, Colo.-based chain suffered poor performance and unit closures following its 2007 acquisition by Sun Capital Partners. Unit numbers now sit at 462 nationwide.
Boston Market spent the past three years working on a turnaround strategy that centers on rebranding the chain as "America's Kitchen Table." An updated design, showcased at the Hialeah unit, features a warm, inviting atmosphere and modern décor reflective of the new look and feel of the brand and its sharpened focus on hospitality. Upgraded serving stations include a "Chef's Hot Case" and carving stations and the signature rotisserie chicken is on display in ovens directly behind the counter, so freshly cooked food is clearly visible to guests.
The Hialeah opening comes on the heels of 35 consecutive months of positive comparable store sales for Boston Market. Chief Executive Officer Brett Michel attributes the strong uptick to enhancements to the guest experience, as well as to the introduction of best-selling products like St. Louis Style BBQ ribs and Market Bowls.