Branded
Restaurants - General Information
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Market studies from more than 35 installations showed that MWR food and beverage operations were not meeting soldier's expectations. For every dollar spent on food, beverage and entertainment, 70 cents was being spent off-post. The remaining 20 cents went to AAFES (Army Air Force Exchange Service), and only 10 cents was spent in MWR activities.To transform existing MWR food operations into operations with greater appeal to the entire military community, the MWR Board of Directors approved one million dollars in 1994 to develop and test a series of theme concept restaurants.
The initial food and beverage concepts were developed by a group from CFSC and the MACOMs. Since then the program has evolved into ten successful concepts now open on Army, Marine Corps and Air Force installations around the world: Primo's Express, Reggie's Beverage Company, Strike Zone, Mulligan's, Lil Skeeters BBQ, Sports USA, Reggie's Express, Reggie's Pub, Habanero, and the new Java Café.
The success of the program is spreading like wildfire! The MWR Branded Restaurant Operations Program is meeting customer demands for casual dining on Army installations, is generating new revenues for MWR activities, and will continue to explore and develop innovative and exciting food, beverage, and entertainment alternatives to enhance soldiers well being and promote quality of life for our Total Army Family.
The Program Today
Army MWR Branded Restaurant Operations are comprehensive packages that can be customized to fit the needs of Army installations, whether it's a retrofit of an existing facility, in-line service counter or band new construction.
Highlights of the program include:
- Multiple brands
- in depth site survey and analysis
- Customized layout and design services
- On-site training
- Guaranteed operational support
- High impact merchandising tools and promotional support
- Innovative product development
- Standardized recipes
- Professionally designed menus and updates
- Operational and training manuals
- Mystery shopper service
- Annual re-certification
Here is additional information on the original market assessments
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