RISE - Menu Monitor

Menu Positioning |
The menu at Cosí features breakfast items, soups, salads, sandwiches, desserts and pastries, melts, pizzas and a variety of
beverages for all three dayparts. The quick-casual chain specializes in sandwiches made from "pizza Romana," thin crusty
flatbread basted in olive oil that is baked continuously throughout the day and served warm from the oven. Sandwiches include
Tandoori Chicken—with roasted tomatoes and Cosí vinaigrette; Buffalo Blue—buffalo chicken, blue cheese spread and
romaine lettuce; Sesame Ginger Chicken, with carrots and romaine lettuce; and Wasabi Roast Beef—roast beef, wasabi
mayonnaise and pickled ginger with a sesame soy glaze. Breakfast items include pastries, croissants and bagels. Breakfast
offerings have been expanded to include items with a healthy positioning, with the addition of Blueberry Kefir, Peach Granola,
Hearth Omelettes and Fritatta Sandwiches. The chain also offers a wide variety of coffees, espressos, iced coffees, lattes,
mochas and teas. A small selection of soups, salads and a variety of baked goods rounds out the menu. The company also
offers catering with party platters for all dayparts. Wine, beer, mineral water and assorted soft drinks are also available. A kids’
menu features cheese pizza and grilled cheese, tuna, and turkey sandwiches. Menu prices range from $2.29–$7.59 for entrée
items and $1.19–$4.29 for beverages. Checks average $8.
Expansion Plans |
Così will open 28 new restaurants this year. Così said it has 20 multi-unit franchisees committed to opening more than 260
stores within the next four years. The company has targeted a total of 1,400–1,900 units by 2015. (GlobeSt.com 11/09/06;
Chicago Sun Times 10/24/06)
Così opened its first Tulsa, OK, location July 11. The restaurant is located in the Windsor Plaza shopping center. Opened by
Oklahoma franchisee Jim Wilburn (founder of Winnercomm, a sports production company), the new Così location will feature a
contemporary living room atmosphere. The company plans to eventually open eight–10 units in Oklahoma. (Company Release
7/11/07)
Promotion Plans |
Cosi Inc. has introduced its new CosiCard, an electronic card that can be used as a guest reward program and a gift card. The
CosiCard became available on November 20, free of charge. It also comes in a key ring version. (Company Release 11/20/06)
Menu Development |
Così has been testing dinner entrées at select units in Michigan and Kentucky. Among the new offerings are an Alpine
Chicken, grilled with three cheeses in an Alfredo sauce and topped with bacon and bread crumbs; Chicken a la Greque, a
Greek-influenced variation; and Chicken Tikka, an East Indian spiced version. The items are priced at $9.99 and come with a
bistro salad and flat bread. The chain is expecting to add these items to menus systemwide sometime this year. (Nation’s
Restaurant News 11/20/06 p75)
Franchise Activity |
Così Inc. plans to open 14 company-owned units and 45–55 franchised outlets this year. (Chron.com 3/19/07)
Cosi Inc. president and CEO James Hyatt has pledged more coporate support to franchisees, who operate nearly one-fourth
of the chain’s 144 stores. As part of the new focus for Cosi, projected development for this year has been lowered to 30 new
units from between 40 to 45 stores. This will allow for more support to existing franchisees, Hyatt told Nation’s Restaurant
News. Franchisee support will include developing more breakfast and dinner business, improving the guest experience with
speedier service, and developing more catering sales opportunities, says Hyatt. (Nation’s Restaurant News 10/29/07)
Personnel |
James Hyatt, CEO
William Koziel, CFO
Christopher Ames, COO
Christopher Carroll, V.P. of Marketing
Edward Backus, V.P. of Development
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