From robotic servers to artificial intelligence in the kitchen, Tony Roma’s CEO Mohaimina Haque sees a ton of opportunities to incorporate more technology into the restaurant’s day-to-day operations.
“My vision is to be ahead of the curve when it comes to technological innovation,” Haque said. “We’re trying to look into where we can incorporate AI, from enhancing customer experience [to] inventory management and also robotics.”
Since taking the CEO post last August at the fine dining steakhouse restaurant, Haque sees technology very much entwined with Tony Roma’s future as a tool to and grow unit counts.
She has created a Tony Roma’s 2.0 plan in which restaurants would incorporate technology in all areas of operation to improve efficiency and increase profitability.
These moves will further support domestic expansion and could bring Tony Roma’s back to its former glory days in the U.S. Once a prominent brand, the chain now only has 10 units stateside. And while Tony Roma’s has nearly 60 locations globally, that’s down from nearly 200 units at its height in the 1990s and 2000s.
In addition to customer service enhancements, Haque is also looking at technologies to improve inventory management, meal prep and other back-of-house operations.
“Maybe in a few years, Maître d's will be replaced by robots,” Haque said. “We don’t know, but innovation is just expanding so fast. I see technology as a way where it shouldn’t replace an employee, but it should supplement your work. It should make the work more efficient, more error free.”
Haque sees AI and robotics as inevitable within the restaurant industry, changing the way things are done much like how the internet has changed businesses. Tony Roma’s plans for robotics are currently in development, but the restaurant is working with Delightree, an automated all-in-one franchising tech platform, to create high-quality training manuals.
“I have this prediction where I see in two to five years almost all restaurants in our industry, or even across industries, a lot of businesses will be heavily AI- and robotics-dependent,” Haque said.
AI technologies can analyze sales data, customer preferences and menu items to help optimize menu offerings and pricing, she said. There are options to use AI for predictive maintenance by using sensors that monitor equipment performance to detect potential issues, she said.
“What technology is doing is it’s helping people to make informed decisions because in the business world we have seen the consequences of uninformed decisions,” Haque said.
AI can also be used for real estate site selection with companies like Placer.ai providing foot traffic numbers and consumer preferences for a particular area, she said. Having all of this data and technology at a company’s disposal only allows people to make informed business decisions so they don’t take on costs unnecessarily, she said.
“When [operators] come into a franchise system, we want to make sure they can run it. They can operate it. It’s not too cost heavy,” Haque said. “That’s where I want to attract some franchisees here in the United States who can expand our brand and look into these examples of how we are trying to redesign Tony Roma’s.”
Haque doesn’t expect Tony Roma’s 2.0 restaurants to be fully powered by AI and robotics. Tony Roma’s 2.0 is currently in ideation, but the corporate store concept will integrate advanced technologies.
New franchisees will directly benefit from the preliminary work Tony Roma’s is doing now with new technologies that can increase efficiencies, remove unpredictability and save some labor costs, she said.
“I think newer franchisees will be able to have a Tony Roma’s that is definitely ahead of its time,” she said.
Much like other full-service chains — Red Robin, Perkins and Outback Steakhouse — Tony Roma’s has also streamlined its menu. Data can also be used to capture customer preferences to help optimize menu options and pricing, Haque said. Tony Roma’s has collaborated with David Jutras, corporate chef at Core Foodservice, to combine data-driven insights and real-life experiences to create menu ideation sessions. During these sessions, Jutras uses various tools to help the chain identify emerging trends, guest preferences and areas for innovation, Haque said.
“The session plays a key role in shaping our menu to help ensure it evolves with current trends while meeting the diverse needs of our customers,” Haque said.
While new customer preferences are driving menu innovation, Tony Roma’s remains true to its traditional dishes like the onion loaf, ribs and the Tony Roma’s sauce, which haven’t changed.
“Consumers have different preferences and we are extremely mindful and cognizant of that factor to the point of offering healthy options,” she said, adding that the chain has been looking at more vegetarian options like cauliflower ribs.
Bringing the brand back to prominence in the U.S.
Haque’s goal for expansion is to open as many locations as possible in the U.S. The Tony Roma’s of the future will look very different from the past. Previously, Tony Roma’s used to be 7,000 to 10,000 square feet, but it has cut back on its real estate requirements and has a minimum of 3,000 square feet.
“I don’t [think] 7,000 or 10,000 square feet would give that return on investment anymore,” Haque said.
The size of a restaurant will be location dependent. Tony Roma’s has a larger location inside a Las Vegas casino that does very well and often has long lines for people waiting to enter. But smaller locations would be more cost effective for labor and can also serve different channels, like delivery.
“I think the delivery options are game changers because you can cater to more customers,” Haque said. “There are many ways you can diversify your revenue stream these days where you don’t need a big brick-and-mortar space.”
For corporate stores, the chain is targeting expansion in New York City, the suburbs of Washington, D.C. and Northern Virginia, and Orlando, Florida.
For franchising, the chain is looking for qualified muti-unit operators and wants to partner with more casino or hotel owners. In the past, Tony Roma’s has had high-traffic locations in hotels like Marriott and Holiday Inn. It is also considering locations with heavy foot traffic, such as real estate near event spaces or airports.
The company also has a QSR brand called Tony Roma’s Bones and Burgers that could fit well within college campuses, she said. Bones and Burgers uses a proprietary grill that can make ribs in six minutes that would do well in a high-traffic area like a college campus or even a sports event center. It originally launched this brand in 2022, and has one in operation in Florida, according to its website.
While Tony Roma’s wants a bigger U.S. presence, it will continue to lean into global growth.. It has a lot of brand awareness in Asia Pacific and its core focus is Singapore, Indonesia and Malaysia. It already has a strong presence in Malaysia and Japan, where it has had a franchise partner since the 1970s. Haque also sees a lot of potential in the Middle East and is targeting Saudi Arabia.
“International growth is still a priority for us. Part of the reason is we have built so much brand equity and awareness all over the world. People know us,” she said.
