| December 29, 2005 Mel's Diner makes plans for 30% expansion and brand overhaul The popular Southwest Florida comfort-food chain will add three locations to its existing 10 and completely revamp the brand to better serve its customers. Bonita Springs, FL -- Mel's Diner, affectionately known as "Southwest Florida's kitchen," plans to add three locations within the next 18 months, increasing the size of the company by 30%. The new locations will consist of a second store in Sarasota (set to open in early 2006), a first location in Cape Coral (Summer 2006) and a third in Naples (in 2007). Currently, the chain boasts 10 locations throughout southwest Florida. "The location in Sarasota is a conversion which will be easy for us to open quickly. We have been looking for this type of opportunity in Sarasota," said Ralph Desiano, chief operating officer for Mel's Diner. "Meanwhile, Cape Coral is an under-served market for the density of population, and the Naples location is in response to the rapid growth in that market. Sarasota should do between $2.5 to $3 million annually. Cape Coral should easily do $3 million." In addition to this, Mel's Diner will also make several changes to its brand in the coming year, including a décor redesign and complete menu update, among others. These steps are part of a company-wide plan to unify corporate efforts better, to extend the life of the brand both in terms of time and reach, and to better connect to its customer base. "Mel's is still in the preliminary stages of developing the new concept that will be introduced next year," said Desiano. "Our goal with the decor is to 'warm up' the atmosphere, adding wood and earth tones -- keeping the welcoming Mel's feel, but updating it with some more contemporary elements as well." Desiano added that the new menu will feature items like Key Lime Chicken and the Chicago Chicken Muffeletta, but will still focus on the comfort foods that have made Mel's Diner a Southwest Florida favorite. "We want to continue to serve comfort food, but with a plus -- the 'plus' being the use of highest quality ingredients and adding gourmet twists to many of the entrees. For example, instead of serving just meatloaf, we might serve meatloaf with Portobello mushrooms and a demiglace sauce," said Desiano. "We are looking forward to working with our guests, through promotions like a recipe contest early next year, to come up with the exact food items." Founded by Chris Karakosta in San Carlos, FL in 1989, Mel's Diner originally set out to mimic the look and feel of Karakosta's first eatery, the Chicago-based family style diner, Dimitri's. Before Mel's, Karakosta owned and operated two other establishments in the southwest Florida area, the upscale steak-and-seafood spot, The Green Onion, and Stevie Tomato's Sports Page, one of the area's first sports bars. In Mel's, he sought to return to the familiarity and wholesomeness of Dimitri's, while also supplying an environment where his family could spend more time together -- they originally served as his staff in the eatery. Because of that, each Mel's Diner store continues to pride itself on the family-friendly service, high value and made-from-scratch comfort foods that made the original location a success. ### Media Contact: Ashley H. Hallmark Quantified Marketing Group 407.936.1010 321.663.1209 c. ahallmark@quantifiedmarketing.com News: Press Releases | In the News | Press Kit | Downloads |
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