CINCINNATI —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
The 850-plus-unit chain is developing new in-store dining concepts with chefs Marcus Samuelsson, Cat Cora and Rick Bayless, while it integrates existing restaurant brands like Wolfgang Puck Gourmet Express, Todd English’s Figs and the La Brea Bakery concept created by Nancy Silverton into its locations. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
Warren Wolfe, Macy’s vice president of foodservice, said the corporate objective of the foodservice branding plan is to keep the customers in the store. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
“But the more refined objective is to establish Macy’s as a culinary authority,” he said. “We’re looking to establish the stores as culinary destinations, whether people are in the stores shopping or not.” —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
To help implement the plan, Macy’s has established a group called the Culinary Council that includes the previously mentioned chefs along with Ming Tsai, Tom Douglas, Gayle Gand, Tyler Florence, Govind Armstrong and Takashi Yagihasi. So far 16 chefs have joined the council. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
The participating culinarians, for their part, also gain from the partnership. In addition to having the opportunity to expand their portfolios of restaurant concepts in Macy’s stores, they benefit from the retailer’s considerable marketing muscle when it comes to promoting themselves and their projects nationally. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
“There are a lot of synergies from the partnership,” said Samuelsson, chef and co-owner of Aquavit in New York. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
Acknowledging that there are positive financial aspects to his dealings with Macy’s, he added, however, that it “was not to the point where it will change anybody’s life. You can do these things for a lot of different reasons.” —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
Samuelsson, who is developing an in-store burger concept with Macy’s corporate executive chef, Tim Scott, said the retail chain had been instrumental in helping him market his latest cookbook at stores around the country. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
“Macy’s was a huge help in getting national exposure,” he said. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
While the chefs will contribute to the growth and evolution of Macy’s foodservice operations, they also are being featured in in-store promotional programs in the stores’ housewares sections. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
“They have become the face of the housewares department, of the restaurants, anything that has to do with food,” said Kelly Lainsbury, a spokeswoman for Macy’s. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
The new focus on culinary personalities comes as the retailer’s new business strategy evolves. In 2005 and 2006, Federated Department Stores Inc.—which owned Macy’s and other top regional department stores like Marshall Field’s, May Department Stores and Foley’s—converted all of its nameplates except Bloomingdale’s to the Macy’s brand. Today, the parent company, which was just rechristened Macy’s Inc. to publicly reflect its new strategic positioning, operates more than 850 stores in 45 states, the District of Columbia, Guam and Puerto Rico. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
The national conversion strategy, however, has not been without its hurdles, as sales at many of the newly rebranded stores have been lower than anticipated. The company recently reported weaker-than-average sales at locations open at least a year for the past three months, including a 2.2-percent decline for April. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
Chief financial officer Karen Hoguet said the company planned to step up promotions and redirect marketing efforts. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
The company is hoping the new in-store dining concepts will help generate more traffic as well. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
“We want them to help distinguish us from the competition,” Wolfe said. “Restaurants add to the experience and provide customers with a reason to come, to stay, to shop.” —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
In addition, Macy’s growing portfolio of concepts, which also includes its proprietary Taste Bar and Starbucks, would enable it to tailor its foodservice outlets to local or regional tastes. Robert Nyman, the founder of The Nyman Group Ltd., a Phoenix-based international restaurant and hotel consulting firm, said the strategy to “embrace local talent is a good move.” —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
“When you have a chef who is well-respected in a particular marketplace, like Tom Douglas or Nancy Silverton,” he said, “it gives Macy’s an entry into those customers’ awareness.” —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
Macy’s plans to open its first Figs restaurant with Todd English later this year in Dade County, Fla., where English has been shown to have a following. Macy’s also has plans to do perhaps six more with him at other stores around the state. The Florida locations also could include Wolfgang Puck Gourmet Express and Taste Bar, a quick-service operation featuring soups, salads and sandwiches. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
The participating chefs also will offer a variety of menu concepts. Samuelsson and Scott said the as-yet-unnamed burger restaurant would provide a somewhat upscale take on the American favorite, incorporating high-quality ingredients and global tastes. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
“It will reflect a lot of culinary diversity,” Samuelsson said. “We’ll have sauce from around the world, different kinds of ketchup, different types of spices and sides.” —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
He said the concept also would feature different types of protein, like lamb, buffalo and fish. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
“It will be about quality, but there has to be a lot of value in it too,” Scott said. “It can’t be pricey.” —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
Cat Cora, a regular on television’s “Iron Chef America,” has developed a global barbecue concept for Macy’s, Wolfe said. Tentatively called CCQ, the first outlet is slated to open in a Macy’s in Southern California. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
Macy’s sprawling State Street store in Chicago, formerly Marshall Field’s flagship location, represents the kind of approach company officials hope to take with other locations in the future. That store houses an upscale food court that includes Frontera Fresco, a fast-casual spinoff of Bayless’ popular Frontera Grill; an authentic Japanese noodle bar called Noodles, created by Takashi Yagihashi, formerly of Tribute in Detroit and Okada at the Wynn Las Vegas; and an outpost of La Brea Bakery. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
Frontera Fresco—which includes authentic Mexican street food like tortas, huaraches and tamales, all priced under $7.50—also is expected to open in the fall in Macy’s Union Square store in San Francisco. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
The La Brea Bakery concept—which is owned by Dublin, Ireland-based baking conglomerate IAWS Foods Inc.—currently is in four Macy’s stores and could be expanded into as many as 50, Wolfe said. Silverton, no longer an owner, remains a full-time, paid employee and is assisting the chain’s development. La Brea offers panini sandwiches, salads and freshly baked breads. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
The variety of concepts also would give Macy’s the ability to scale foodservice operations according to check average. Wolfgang Puck Gourmet Express and Figs are expected to generate average per-person tabs in the mid-teens, while Macy’s Taste Bar will run checks closer to $5, Wolfe said. —A growing number of prominent chefs are linking up with Macy’s Inc. as the department store giant works to reposition itself as a national retail chain and bring some brand-name sizzle to its in-store foodservice outlets around the country.
