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Goldman: The ACE model acronym stands for, accuracy, customization and engagement. It emerged during the pandemic, when we took time to evaluate the brand. To me, the death of a brand is complacency. So after researching market trends and personal preferences of the key demographic groups we appeal to, we developed a new version of our brand.

The big component of this was to reverse the service system. The service system we used to have was what we call a “pay-first model,” meaning you walk up to a cashier, you tell her or him what you want, and they punch it in, your line cook gets a ticket, he makes it, and the customer waits a few minutes until someone calls your name and you pick it up.

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