Embracing innovation requires companies to find the right balance between improving efficiency and respecting tradition. So when Rise Southern Biscuits & Righteous Chicken replaced its popular doughnuts with beignets, leadership looked beyond the practical business advantages of streamlining processes and trimming costs.
Other factors had to be weighed, especially customers’ feelings about the menu change. But with their New Orleans heritage and wide appeal, beignets proved to be an ideal complement to the menu of Southern favorites. “The beignets were an instant hit,” says Brian Wiles (below), chief operating officer of Rise. When they are served hot with a dusting of powdered sugar, beignets remind customers of eating one of their favorite treats at a fair, he says.
When Rise initially began serving beignets, doughnuts were still on the menu. Doughnuts were not made in-house, though, and restaurant staff had to decorate them by hand, adding a labor-intensive step to preparation. Beignets, on the other hand, can be made more efficiently, Wiles says, because they are prepared from the same dough that is used for biscuits. “Since we were already making biscuits, beignets integrated seamlessly into our operations,” he says, reducing prep time, cutting food and labor costs, and decreasing food waste. Once beignets were established on the menu, one of the general managers suggested that the company fully lean into serving beignets, Wiles says, and the company recognized the operational benefits and moved ahead with the change.
Tech-Forward Business
Rise is continually looking for ways to upgrade its equipment, technology and processes to better serve customers, Wiles says. “Currently, we are focusing on improving our holding equipment to optimize food preparation times,” he says. Rise restaurants follow a just-in-time model to ensure that food is as fresh as possible, allowing customers to order online and have their food stored in heated lockers until they pick it up at a designated time. Better holding equipment will keep the food hotter and tastier, he says. The company is also investing in more-efficient deep fryers and new technology in the kitchens to collect more accurate data on the items that are sold.
As part of Rise’s tech-forward emphasis, Wiles says, “we continue to leverage online ordering, self-service kiosks and our rewards app to enhance the customer experience.” Contactless ordering at the kiosks and the food locker technology work together to create a smoother, faster process in the stores for customers, employees and delivery service drivers.
Since its beginning in Durham, North Carolina, in 2012, Rise has focused on serving fresh food made from premium ingredients, including using real butter for its signature made-from-scratch biscuits. The company adapts its menu with creative takes on Southern staples, for example serving fried green tomato sandwiches and pairing chicken with mac and cheese in a sandwich. Rise also introduces new flavors with its special limited-time offers. One popular limited-time offer that the company launched recently features beignets with tropical punch flavoring for a summery twist (below).
Rise’s Future
Over the years Rise has expanded across the south and further west. The company now has more than 100 locations open and in development and is aiming for further growth.
“Prospective franchise owners should understand that Rise will continue to evolve and make decisions that enhance our speed, maintain our focus on flavor, and expand our breakfast and chicken options,” Wiles says. “We also recognize the importance of having great partners and exceptional franchisees.”
The Rise team supports new franchise owners through site selection and construction and provides training and operational guidance on-site and online, both before and after a location opens. Some franchisees may be able to opt for conversion rather than construction given the small footprint of Rise stores and the company’s take-out model. Converting existing real estate rather than building a new structure saves time on construction and helps keep start-up costs low.
Franchisees can also take advantage of the limited operating hours of Rise restaurants, from 7 a.m. to 2 p.m., to develop a healthy work-life balance that lets them build a successful business while still having time for their family and personal life.
The company is adapting so that it can continue to thrive in the competitive fast-casual space, but Rise leadership has not lost sight of the importance of keeping its brand strong.
“We maintain our brand identity by continually focusing on our people and our flavors. We believe that by supporting our team, they will deliver excellence, and by ensuring everything we serve is tasty and delicious, we keep our customers coming back,” Wiles says. “Our flexibility and agility will be key as we continue to grow in the future.
For more information about Franchising with Rise, click here.
