Irvine-based casual dining chain Mimi’s Café is embarking on a new campaign to redesign the brand, with a completely new restaurant design with expanded dining options and new dining room areas.
The “French Revolution” brand re-imaging program brings a new look to Mimi’s restaurants with six new French-inspired themed dining areas, a new carryout and grab-and-go service and display area, a new menu and French bakery, gourmet coffees, full-service bar, and other updates and improvements.
"With Mimi's new 'French Revolution' brand reimage program, we are essentially going back to our French-inspired roots while offering more relevant ways for our guests to experience what they love about Mimi's and meet their changing dining needs," said Mark Mears, president and chief concept officer. "Mimi's new store-within-a-store business model is the first of its kind within the casual dining category."
The redesign is set to debut at the Mimi’s Café located in Valencia, the first of three locations in a pilot restaurant test program. The campaign aims to expand the restaurant’s menu and services, and provide a more unique and relevant dining experience for guests, according to the company’s representatives. The redesigned restaurants will also improve customer service by offering specialized order areas, such as the bakery, carryout, and grab-and-go section. To reflect the new changes, the restaurant is also changing its name to Mimi’s Bakery, Café & Bistro.
"Bakery/Cafe is the fastest growing restaurant segment in the industry as today's guests are looking for a combination of high quality food, convenience and value within a unique and memorable dining experience," said Dennis Lombardi, executive vice president of Foodservice Strategies at WD Partners, a leading multi-unit restaurant design and development company that acted as a consultant on the project. "Given its French-inspired heritage and the long standing popularity of its signature Mimi's muffins, Mimi's is well-positioned to capitalize on this trend with expanded bakery, cafe and bistro offerings."
The new French bakery will expand Mimi’s available assortment of baked goods. Guests can stop in to pick up a variety of French pastries or breads, including baguettes, croissants, boules, sweet and savory tarts, macarons, cookies, and muffins. The bakery will also serve up the new coffee bar’s assortment of specialty hot drinks, including mocha’s lattes and cappuccinos.
A new carryout section offers guests the option of calling ahead or choosing dishes made to order from the Mimi’s menu, or selecting from the new grab-and-go display of breakfast, lunch and snack items available throughout the day.
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