Lane Cardwell

A Concept for All Seasons

The mid-'80s were a time of hope and promise for some young chains trying to cash in on the perceived demand for food that was fresh and healthy. Two of the bigger names at the time were D'Lite's and Fresher Cooker. They were QSR concepts trying to offer the customer a healthy alternative to the fried and fatty foods of many larger chains. How could they fail? Clearly the public was clamoring for restaurant food that was lower in calories and fat. Head fake! The public was saying one thing to researchers and doing another in restaurants.

The next 20 years were a slow evolution in our industry toward the strategic addition of some "good for you" foods on core menus at QSR, family and casual dining concepts. One of the lessons learned was that the public was just not ready for a chain concept that had health as its reason for being. But someday...

Well, someday is here and is thriving in the Seasons 52 concept that Darden introduced in 2003. I had dinner at the original location in Orlando on Tuesday and the only reservation available was for 5:30. The place was hopping. I have been there several times over the past five years and have always left full and impressed. The core menu changes with the seasons (translation: four times a year) and a handful of specials are offered weekly that take advantage of fresh, new products.

All of the items on the menu are 475 calories or less. Sounds like a menu full of small, dainty plates doesn't it? That was my impression the first time I heard about the concept. I thought that it would be the D'Lite's of casual dining, where the emphasis on health would take precedence over taste and full portions, and the customer base would be as narrow as their waistlines. Not this concept! It works because the food is flavorful, bountiful, attractive and with a full variety to choose from. Steak? They have it. Pork? You bet. It is not a big menu, approximately 35 items plus 4-5 weekly specials, but it covers the gamut of what is popular.

The food even has a different look to it than other restaurants when it is served at the table. It looks fresh and colorful. The vegetables look like they have some taste to them (because they do). Scallops, a hit or miss item if you can find them at all, were sweet and tender, due to the caramelization in the cooking process. Rack of lamb, boneless ruby red trout, I get hungry just typing this. This is also the chain that first popularized small desserts. There are 9 different Mini Indulgences to choose from.

Here is why Season 52 considers itself to be such a winner with the customer:

1. Seasonally inspired menus that reflect the freshest products available ... 52 weeks a year;
2. Great tasting and satisfying meals with every item on the menu containing less than 475 calories;
3. An adventurous wine list, with many offered by the glass;
4. A casually sophisticated adult environment; and
5. Live entertainment nightly at the piano bar.

Let me assure you that this is not corporate puffery; this concept is the real deal. Created by the 25 year Darden team of Blaine Sweatt, former president of Darden's new business division, and Roger Thompson, Darden's Sr. VP of Consumer Sorcery, this concept pulls together two careers worth of industry education into one very fine concept.

Got one coming to a location near your concept? Be afraid. Very afraid.

Posted by Lane Cardwell on April 11, 2008 | Comments (4)