Role of Information systems @ Boston Market Inc.

Just when many analysts felt that the fast food market was completely saturated and closed to any major
newcomers. Boston Market has moved into the fast food market with a new way to roast chicken. In
doing so, it created a new market segment of fresh convenient meals distinctive from casual-theme
restaurants. Quality is also a distinguishing feature.
Boston Market Inc. is the largest restaurant chain specialiing in rotisserie chicken. !ounded in "ewton
Massachusetts, in #$%&, Boston Market 'egan franchising in #$%%. It first realied a profit in the second
(uarter of #$$). In *cto'er #$$), it topped +#&, million in system-wide sales. -s of January #$$., it had
/.# units, ., of which are company owned.
It reported +., million in sales for #$$) and dou'led in sie to .,, outlets 'y 0ecem'er #$$..
Boston Market made headlines in "ovem'er #$$) when its +./-million initial pu'lic offering was priced
at +/,. *nly to see the shares change hands for as much as +&# on their first day of trading. *nly two
months after its initial pu'lic offering. Boston Market filed plans for a +#,,-million converti'le de't deal.
1apital market professionals said that they could not remem'er a company ever coming 'ack to the
market with a converti'le so (uickly after its initial offering.
Boston Market roasts its chicken2s whole on a rotisserie instead of frying separate pieces as traditional
chains do. 3he preparation techni(ues use a uni(ue com'ination of marinades, dry ru's, and glaes to
make signature flavors. 3he chicken is then marinated overnight in a secret sauce and rotisserie roasted
in a 'rick-fired oven for more than two hours. 3his results in chicken with the convenience of fast food 'ut
without the grease. In addition to chicken, Boston Market offers mashed potatoes, an assortment of hot
vegeta'le and a selection of deli salads. -ll food is prepared fresh, then roasted, steamed or 'aked.
4sing leftover chicken and vegeta'les for chicken potpies, old-fashioned chicken soup and two kinds of
chicken salad ma5imies resources. 1ustomers can tell their orders in or they can stop 'y the restaurant
and place their orders in person. 1halk-style 'oards overhead serve as a supplement to printed menus.
3he chicken rotates in full view of customers who are making their decisions. 3he core concept is that of
a su'ur'an restaurant serving home-style meals at reasona'le prices. 3he chain prides itself on the
diversity of its side dishes, featuring from #6 to // side dishes. Management is one of its strongest points
of distinction.
Because it is a young company, Boston Market uses information technology to respond to changing
consumer needs. 1ustomer opinions a'out food service and cleanliness are entered through a touch
screen application. -round &,, responses a week are received from each customer terminal 4pcoming
promotions will revolve around new salads and sandwiches, lunch items and a children2s menu.
Boston Market Inc. is among the leaders in using information technology 7I38 to improve its customer
service. 1orrespondence and group decision-making is 'uilt upon a 9otus "otes application. -ll of
Boston Market2s applications and data'ases are run from 4ni5 'ased servers. 3his provides
management with online access to information and helps to streamline all 'usiness processes.
3he information systems area of Boston Market has gone a long way to integrate the information from
the point-of-sale terminal with scheduling, inventory, sales analysis and recipe-tracking modules. -n
e5ample how the system works would 'e when the :*; terminal says #,, chicken sandwiches were
sold. It sends an -;1II file to the program, which knows the recipes and can deduct #,, 'uns and &,
pounds of chicken from the inventory. It then looks over the inventory and automatically orders enough
'uns and chicken to 'e ready for projected demand for the rest of the day. ;oftware also ena'les
recipes to 'e standardied and tied to food costs. 3his allows <what-if analyses to 'e completed. !or
e5ample, if the price of chicken goes up #, cents a pound the owner can decide how to cover this cost.
=e or she can adjust the item cost or put less on the plate.
-lthough specialied hardware packages e5ist for the restaurant market, the major software developers
are turning more to the :1, a low-priced, versatile platform.