How This Legacy Brand Has Maintained a Loyal Customer Base for Nearly 5 Decades

With 93 units nationwide and nearly 50 years of history, Melting Pot, the iconic fondue franchise, has become a part of many guests’ lives. The fondue and welcoming atmosphere of Melting Pot restaurants are enough to keep people coming back, but the system has built incredible brand loyalty by leveling up the experience and cultivating a true relationship with guests.

“What we’ve seen is we’re in this life cycle of sorts with our guests. They might have used us for the first time as a kid on a family outing. Then as a teen, they may have come with their friends or before prom or homecoming,” explained Ana Malmqvist, chief marketing officer. “You always remember your prom or homecoming. Fast forward, and it’s a place to go for a date night. We even have couples get engaged at Melting Pot. They celebrate anniversaries and continuous family celebrations. Then, they have kids, and it starts all over again. It’s a really interesting, beautiful circle of life.”

Melting Pot’s Evolution Strengthens the Guest Relationship

This cycle allows for loyalty to arise organically, and as the brand has evolved, its offerings and loyalty model has grown with it.

One recent development that has contributed to guest loyalty is Melting Pot’s remodeling initiative. Because some restaurants have been around since the ‘70s, the system made the decision to update its visual identity and interior design, and as local restaurants remodel, they are also bringing a new experience to their guests. Now, restaurants feature romantic booths, connected bar seating and a designated spot for wine tasting. Guests can get that “perfect night out” for any occasion, even if they aren’t sitting down for a full fondue meal.

“Whatever the occasion might be — whether it’s an exceptional occasion, a weekly date night or something more casual — guests are going to have a great experience,” said Malmqvist. “Guests may drop in for cheese and a glass of wine, plan an evening out with the Ultimate 5-Course Experience, or anything in between, and our teams work to make their visit magical every time.”

This updated structure lends itself to even more longevity with guests, but the people of Melting Pot remain the top priority and top asset. Mark and Becky Chapman, multi-unit franchisees with Melting Pot, are a prime example of the power of a person-first business. In a recent interview with 1851 Franchise, the Chapmans explained why Melting Pot matters so much to them. After years of consistent date nights and meaningful anniversary dinners, the pair realizes just how valuable a night out is, and they have instilled this importance in their team.

“We want to make sure that we do it right — treat them special,” explained Mark. “You never know; that might be the one time that month or that year that they get any time together to connect. We want to make sure our staff understands what that dinner means to someone because we know it’s so important to us.”

“The Chapmans are a wonderful example of how our franchisees recognize that the brand has a very special place in our guests’ hearts. And the brand has a special place in their own hearts,” said Malmqvist. “They very much live and breathe the brand every day. They’re a great example of being committed to what the brand stands for and delivering every single night.”

Guests Never Doubt That They Are Truly a Part of the Melting Pot Family

The Melting Pot leadership team recognizes the value in showing up for guests every night and becoming a part of their lives, and it encourages local owners to get invested in their guests’ milestones, too. Family is present for some of our most important moments, and for many people, their local Melting Pot teams are a part of that family.

For example, this year, Melting Pot hosted a Leap-posal contest for Leap Day. On February 29th, four couples enjoyed an Ultimate 5-Course Experience and got engaged.

In a celebratory post, Melting Pot told the stories of these four couples, recognizing their love and recent engagements. Among the comments was a decades-old memory from a current guest: “My husband proposed at [Melting Pot] in 1999. Still going strong and love our date nights at the Pot!” 

A Proven Loyalty, Strong Connection and Bright Future

For franchisees, the leadership team’s dedication and the strong loyalty that has already been built are a major driver for business. What Malmqvist describes as a deep emotional connection encourages guests to return because they know they can get something at Melting Pot that just isn’t available elsewhere. 

Malmqvist explained that, even when Melting Pot comes up in a casual conversation, there’s always a memory to share. Whether someone is remembering their most recent visit or very first time at Melting Pot, the recollection is very special and very particular.

There is a sense of fulfillment to be found in delivering the level of service found at Melting Pot, and when franchisees and their teams succeed, guests’ affinity for the brand only grows, encouraging them to return and fueling a cycle of growing loyalty.

“You can’t just do this for the money. You have to really put your heart and soul into it. Usually, our franchisees have been guests before; they have that deep emotional connection, and they feel that they can deliver on that,” said Malmqvist. “It’s a combination of delicious, unique food, being committed to delivering that perfect night out for their guests, and creating and maintaining this wonderful ambiance that allows all this magic to happen.”

Total investments range from $1.3 million–$2 million. For more information, visit https://www.meltingpotfranchise.com/.