Creating new revenue streams
The 2018 class of Restaurant Hospitality’s annual RH 25 looks at bold moves made by multi-concept operators — the companies that are crossing segments, shifting operations, building big or pivoting in some way. There is no ranking. These are companies to watch. See all concepts >>
Leadership: Richard Melman, founder; Jerry A. Orzoff, co-founder; R.J. Melman, president; Marc Jacobs, executive partner
Systemwide sales FY2017: Not disclosed
Concepts: 120 restaurants under 60 concepts in nine states, including M Burger, Everest, Oyster Bah and Wow Bao
Long established as a premier restaurant operator, Lettuce Entertain You Enterprises, or LEYE, is expanding revenue streams in two areas: event services and retail markets.
The company recently launched Gem Catering & Events, focusing on off-site catering and events. And LEYE has opened several event-specific spaces, including The Dalcy in Fulton Market, the historic Ivy Room, Stratford on the Park, Petterino’s banquet hall and one to come in the new RPM on the Water.
“We have found that the public is searching for more-elevated dining experiences as it relates to banquets and events,” said R.J. Melman. “People not only want restaurant-quality meals, but also expect the same level of hospitality and service in an event setting.”
And stretching the boundaries even further, LEYE is making a splash in the grab-and-go area with the self-serve salads, soups and hot food of Beatrix Market, an expansion of the very successful Beatrix restaurant, which has a market component. The stand-alone Beatrix Markets were “a natural next step for the growth of the brand,” said Marc Jacobs, executive partner. “We service the people who live and work in the neighborhood and have found a way to share our healthful menu in a quick and convenient way.”