Dive Brief:
- Golden Corral will introduce a new fast casual concept in April called Golden Corral Favorites, the company wrote in an email to Restaurant Dive on Monday.
- Homeward Kitchen, a fast casual concept Golden Corral launched in Southern Pines, North Carolina, at the end of 2023, closed Monday. That store will reopen as the first Golden Corral Favorites.
- The company said this move is a shift in the chain’s approach to fast casual dining.
Dive Insight:
Golden Corral Favorites will provide a similar experience as its predecessor by offering digital ordering, drive-thru and pickup options, with Golden Corral’s signature menu items served in a QSR format, the company said. Homeward Kitchen’s menu offered comfort food items like 12-hour slow-cooked pot roast with homestyle vegetables, fried chicken and a half-pound meatloaf sandwich.
“We’ve learned just how much our guests love the Golden Corral brand and want the wholesome food that we serve, so we’re bringing those favorites to a fast-casual setting,” Golden Corral CEO Lance Trenary said in a statement. “This new concept leverages the brand equity in the Golden Corral name and blends the best of both worlds — offering our signature comfort foods they crave with the convenience today’s consumers expect.”
The company did not clarify why it transitioned away from Homeward Kitchen. But renderings show that the new concept will have a red and yellow logo like Golden Corral, which could provide better brand recognition. The previous concept did not share similar branding. Renderings also show that some of its food will be served along a makeline similar to its buffet-style restaurants.
Golden Corral recently underwent a tech overhaul through a partnership with Qu that could benefit the digital-focused fast casual concept. The buffet chain, which has over 350 locations, is working to standardize its digital offerings to enhance off-premise sales.
Homeward Kitchen employees were informed of the closure in early January and will be paid a temporary closure payment, the company said. Golden Corral hopes to retain the original crew and will compensate all team members and offer additional training during the downtime. Employees who come back will receive a return-to-work incentive.
