Tost by Tostitos® SBLVII
2023 | Phoenix, AZ
Project Overview
Tost by Tostitos® is a casual dining experience designed to bring people together through culinary creations that highlight the versatility of Tostitos products. This pop-up restaurant activation was the first of its kind, showcasing the brand beyond traditional "chips and dip." Each dish and beverage creatively incorporated Tostitos chips, dips, or other products, offering guests a unique dining experience. Hosted at the Roosevelt Row Welcome Center in Phoenix, Arizona, the project combined a restaurant dining experience with local art galleries and an adjacent food truck serving curated samples to the public.
My Role
The incredible New Creatures team brought me in to provide restaurant operations expertise, collaborating closely with Frito-Lay's culinary and design teams and our local catering partner, Cloth & Flame. My involvement spanned multiple areas, including menu and recipe development, dining floor and storage plan design, service style, technology implementation, guest experience strategy, and more. I helped select tableware, developed reservations protocols, implemented staff training, and worked with the catering partner to hire and manage the service team. The goal was to create an authentic and memorable restaurant experience beyond “just” a brand activation.
The Approach
With the goal of transforming the Roosevelt Row Welcome Center into an engaging pop-up dining space, I partnered closely with Frito-Lay's culinary and design teams to bring their vision to life. My work involved orchestrating all key operational elements necessary for a successful restaurant experience:
Menu and Recipe Development: Collaborated with culinary teams to create innovative dishes and beverages that incorporated Tostitos products, premium ingredients, and local purveyors, showcasing the brand in a fun and unexpected way.
Dining Room and Kitchen Setup: I led the design of the kitchen layout in partnership with Cloth & Flame to ensure efficiency and smooth workflow. Simultaneously, I created the dining floor and storage plans, focusing on maximizing the guest experience and operational ease.
Service Style and Staffing: My aim was to deliver an authentic restaurant experience with careful attention to service style and training, making the experience feel genuine and personal. We needed to ensure guests left with lasting memories of dining with friends and loved ones, further deepening the connection to the brand.
Technology Integration: Sourced and implemented technology solutions for reservations management, point-of-sale systems, and guest feedback to enhance operational efficiency and elevate the guest experience.
Tableware and Decor: Carefully selected tableware and dining aesthetics to ensure that every detail aligned with the brand's image and overall vibe while being operationally appropriate.
Key Results and Impact
Seamless Brand Integration: The menu and overall experience successfully showcased Tostitos products in innovative ways, leaving a lasting impression on guests while strengthening brand visibility during one of the largest sports events of the year.
Positive Guest Feedback: Guests consistently expressed surprise and delight at the innovative ways Tostitos products were used and the service we provided, with feedback highlighting the experience as unique and unexpectedly high-quality.
Operational Efficiency: All elements, from staffing to service execution and technology implementation, worked together to create a smooth, high-quality guest experience despite the fast-paced, high-volume environment of Super Bowl LVII weekend.
Immersive Dining and Art Experience: By blending dining with the local art scene at Roosevelt Row, we created a unique space that drew both food lovers and art enthusiasts, enhancing the activation's impact beyond a traditional dining experience.
Successful Collaboration with Local and National Teams: The project demonstrated a well-executed partnership between the local catering team Cloth & Flame, Frito-Lay's national culinary and design teams, and the event production team, delivering a cohesive and memorable experience.