Jerry Couvaras, president and chief executive officer of Atlanta Bread Company, revamped his restaurant’s breakfast operation in 2004. An award-winning entrepreneur, Jerry Couvaras guided his stores to a 25 percent sales increase with the addition of new breakfast items.Several factors account for this success. After considerable market research, the company positioned itself to customers who appreciated a leisurely meal, such as on a Sunday morning, but one that nonetheless could be served and eaten within 10-15 minutes. The short wait time also appealed to those who had to leave in a hurry.Freshness also became a strong selling point. The company utilized its bread-making capabilities, which allowed it to avoid precooked menu items and offer protein-rich hot meals with eggs and meat. Over the years, Atlanta Bread’s quality-based approach has won considerable accolades. Parents magazine honored it in its 10 Best Fast-Casual Family Restaurants survey, and Health magazine included it in the top 10 of its Healthiest Restaurant Chains list.
- Atlanta US-GA