LOCAL DEEP DIVE: TOASTED COFFEE + KITCHEN
Creative toasts, grilled cheese sandwiches, coffee & booze served in airy, rustic-industrial space.
In today’s Local Deep Dive with OTG, we’ll be taking a look at TOASTED Coffee + Kitchen, one of Dallas/Fort-Worths hidden gems with Bob Sinnott, Founder. Local Deep Dive with OTG is a weekly look into the lives and businesses of iconic local brands. In this series, we’ll try and outline the trends, best practices, and recommendations of industry insiders, trendsetters, and leaders.
ABOUT TOASTED COFFEE + KITCHEN
Tells us about your business.
TOASTED Coffee + Kitchen is an eatery and bar featuring only fresh, all-natural ingredients to create a variety of gourmet toasts, specialty sandwiches, soups, salads, and desserts. The menu also features locally roasted coffees, teas, and smoothies as well as craft beer, wine, and cocktails.
TOASTED is a restaurant of the future … not just a place to eat regular meals, but a community gathering spot. Though we turn tables at mealtimes and draw a killer brunch crowd, the café is always vibrant between meals with multiple meetings, students studying, and freelancers working throughout the day. Guests can literally begin their workday day with breakfast & coffee, take a meeting midday over lunch, and enjoy a cocktail before heading home at 6 pm. We also host a variety of social gatherings and craft workshops.
How long have you been in business?
Toasted in Dallas opened in November 2016.
How many locations and staff do you have?
We have 2 locations.
What makes your business unique?
TOASTED serves the best toast in town. Though toast selections have begun to appear on many local restaurant menus, TOASTED differentiates itself in that bread is baked fresh daily. Also, TOASTED is the first local restaurant to solely focus on offering a variety of toast-based entrees.
In addition, TOASTED serves more elaborate and heartier toast-based meals, including vegan and gluten-free options, that reach beyond traditional breakfast selections. TOASTED also offers a variety of topnotch coffees, teas, & healthy smoothies and has a full bar with a wide selection of local beers, wines, & cocktails.
Most coffeehouses only offer pre-packaged food rather than freshly cooked-to-order.
How did you get your idea or concept?
I wanted to combine multiple trends into one unique & vibrant concept. Those trends include artisanal toasts, coworking space, coffee-bartender combos, larger coffeehouses, event space, fresh food made-to-order, & turn tables at mealtimes but lively between meals. Many of these trends have emerged in concepts I visited on the West Coast.
What do customers enjoy the most about your business?
TOASTED boasts the only indoor temperature-controlled dog patio in Dallas and has a large dog-friendly patio in Fort Worth. That and the robust wi-fi.
What’s your most popular product, service, and or item, and when is the busiest time of the week usually?
Brunch is our busiest daypart. That is, weekend mornings before 3pm. TOASTED’s best-sellers unsurprisingly include our two signature avocado toasts, “Don’t Get Salty” & “AII I Avo Wanted.” “All-Day B.A.E.” is the most popular breakfast/brunch item, which is bacon & two eggs with queso fresco, avocado slices, & black-bean spread over fresh-baked rye. For lunch & dinner, the people’s choice is a sandwich called “Talk Turkey To Me,” which consists of thin-sliced peppered turkey breast, roasted raspberry chipotle sauce, arugula, havarti cheese, & avocado.
How do most customers discover you?
All of our Dallas-based business partners have been impacted by the COVID-19 crisis. While there is little any individual company can do to remove the challenging implications of the pandemic on their business, there is a lot that an individual company can do to sustain operations and continue to survive and thrive through this season.
The OTG team wants to thank TOASTED Coffee + Kitchen for their transparency and engagement. We asked about how COVID-19 has impacted their business and what they are doing as a result. Bob talked a bit about how TOASTED is combating the challenges of COVID-19.
COVID-19 IMPACT & RESPONSE
How has COVID-19 affected your business?
I had to temporarily close the Fort Worth location as it had only been open a few months, had not gained enough traction yet, and is not on a busy street. The Dallas location is hanging on with delivery & curbside takeout. Sales are about 30% of pre-quarantine sales.
How has your physical to the digital portion of your business changed? Have you seen a significant increase in deliveries and or certain products being consumed?
We’ve seen an increase in delivery sales but not enough to offset dine-in. Restaurants are social settings so delivery will never replace dine-in.
Has COVID-19 affected your marketing & advertising strategy? If yes, what new ways are you reaching locals now?
We’re relying more on social media to get the work out that we’re open and offering new menu items that are more delivery & pick-up friendly. We’re also using this time to create initiatives that will generate greater sales beyond the quarantine period.
This concludes our weekly Local Deep Dive with OTG featuring this week’s guest Bob Sinnott with TOASTED Coffee + Kitchen. We hope that you enjoyed this interview and can apply some of these insights to your own business. Be sure to keep track of our Local Deep Dive Series for more industry insights, recommendations, and best practices weekly with local businesses and their owners.
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