In mid-February 2010, chef Jodi-Ann Pearton, of The Food Design Agency, was first challenged with the franchise foodie brief, to redefine the concept by refocusing the menu mix in line with the brand's identity - that of a continental café.
Ryall and Pearton embarked on a countrywide expedition of investigation into various working processes both inside and outside of the store kitchens; scrutiny of suppliers and contracts; analysis of sales figures across various food dishes; testing of existing menu items; and lastly, interviewing franchisees on their thoughts and drawing on their wealth of in-store experience.
Pearton and her team then retreated to her culinary studio to embark upon two month's worth of trials and testing, to produce a gourmet range of 21 new standardised and delectable dishes that went in-store on 14 June 2010. The new 'green' menu follows the international trend towards healthy simplicity.
"The new menu is in-line with international food trends, which means it is healthy and utilises both local and seasonal ingredients. The flavours are wholesome and superb - going back to the brand's roots. As a direct result, each dish is not overly processed, yet still suitably familiar to entice the South African palate, explains Pearton.
"I removed items such as the pitas and pancakes, as I felt this was causing confusion and inconsistencies in the category of cuisine synonymous with the franchise food offering. I have included items such as cumin butternut and chickpea salad, nicoise salad, panzanella salad, chicken spedini's, butter chicken curry, pannacotta, chocolate mud cakes and an entire soup section - just for starters.
"I believe that it is colourful, flavoursome and offers great value for money. More importantly; all the new menu items are simple for the store kitchens to reproduce - ensuring speedy service, quality and consistency in every dish," she concludes.