Franchise Times: Consumer Demand for Shared Meals Helps Drive Melting Pot Sales

Melting Pot, the 93-unit fondue franchise, has built a powerful brand by establishing itself as a place guests can go for more than just a meal. CEO Bob Johnston has long said that the people around the pot matter just as much as what’s in the pot, and recent trends have proven his point.

In 2022, for example, Melting Pot reported systemwide sales of $226.5 million, a major increase compared to its 2019 sales of $187 million. Because carryout sales are less than optimal for a fondue concept, Melting Pot was forced to pivot during the pandemic. As a result, demand from guests was even higher when restaurants returned to full capacity.

“The DNA of the concept hasn’t changed,” Johnston told Franchise Times. “It revolves around the experience, people gathering with those they care about… That has been and always will be the cornerstone of the concept.”

This commitment to the guest experience is a key factor in Melting Pot’s success, but the brand has not allowed this strength to distract from other developments. The team at the Restaurant Support Center consistently works to drive other initiatives that create an even better guest experience, like the Club Fondue loyalty program.

“There are over 2.4 million members in that club,” Johnston said. “We have a very large database of loyal users, and we’ve been able to slice and dice that database to have a greater understanding of our most loyal users who return frequently and spend the most. We’ve been able to target our messaging accordingly to get results.”

As the brand grows and evolves, consumer demand for connection and celebration over a great meal remains strong, and millions of Melting Pot fans across the nation continue to drive the success of owners everywhere.

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