West Palm Beach, FL (May 12, 2010)–Designed to own what it terms the “Meals for the Kitchen Table” position in the industry, a new Boston Market is being served up during a pilot program at 10 of its restaurant locations in the West Palm Beach, Florida region — from Vero Beach/Stuart to Boca Raton — for the rollout of a new national brand repositioning initiative.

“On our 25th anniversary we’re renewing our commitment to serve the best Rotisserie Chicken and proud to introduce the new Boston Market®, designed for the generations of guests we are honored to serve,” noted Boston Market Chief Executive Officer, F. Lane Cardwell, Jr. who is considered an industry expert on home meal replacement. “Guests will love our line-up of delicious new foods, dining with real plates and stainlessware, and new level of hospitality, all of which make for a noticeably different dining experience. We are pleased to give our guests in the West Palm Beach area the ‘first taste’ of what’s to come nationally” noting that the area was chosen for its market size, demographic diversity, and operations support.

He added that Boston Market, long known for fresh comfort food that tastes great, has had a respected place on the kitchen tables of homes around the country for two generations. “For those not able to make it home to serve and enjoy our food, we have offered the use of our own kitchen table. We have always represented slow cooking, enjoyed by our guests during the fast times in their lives. We offer comfort in uncomfortable times, and work hard and sweat the details so that our guests can enjoy each other, as well as our food.”

So what will guests experience in the West Palm Beach pilot?
“Over the years our guests have grown up, evolving from Crock Pots to rice cookers, from toaster ovens to convection ovens, adding spices, oils, seasonings, and exotic ingredients to their lives, with their kitchens now including colorful or shiny pots and pans a chef would envy, and pieces of cooking equipment and a fancy knife set that wait to be used,” continued Cardwell, a restaurant industry veteran with 30 years of executive, marketing and strategic development experience. “We listened and observed, and thus created a more relevant new Boston Market, designed for time-crunched working people, and anyone who needs a welcoming wholesome, home-style ‘kitchen table’ dining experience.”

According to Boston Market Vice President of Innovation and Executive Chef Richard F. Davis — who leads the Boston Market culinary innovation team for restaurant and grocery businesses — guests in the pilot market will find flavorful, visual and experiential enhancements, including:

• A New Level Of Hospitality:

o Increased Staff – To ensure an extra measure of attention and care for its guests, Boston Market has significantly increased its staff in the West Palm Beach area. More than 70 newly hired team members include those to staff new positions for guest engagement and heart-of-the-house service flow maintenance, as well as those to work traditional positions at many levels of culinary and guest interaction. Each took part in a new training program for both hospitality and food preparation, focused on learning the many new foods, as well as improving upon the current preparation and presentation. The goal of all is to take the “hospitality” feel of guest care to a new, unmistakably higher level.

o Dining Room Ambassadors – The new Boston Market calls its service staff Dining Room Ambassadors because Boston Market wants the service experience to be so unique and exceptional that guests will have the desire to return and encourage their friends and family join them at the new Boston Market’s kitchen table. During peak times, these hospitality ambassadors may greet, assist guests to their tables with trays, deliver food being prepared to order, refill drinks or bus tables, among other interactions.

o New Uniforms – Amplifying the message of delicious food, the New Boston Market culinarians are dressed in Chef Whites. Other staff wear new uniform shirts and bib aprons for a crisp and clean look.

o Chef’s Hot Case – One of the most visible changes in the appearance of the restaurant is the chef’s hot case. Beautiful chefware is now presenting New Boston Market foods. These colorful enameled stainless steel pots hold temperature very well and their small size guarantees that the food will be freshly made. The stainless steel inset panels reflect light and showcase the food. What was the “hot case” is now the “show case.” And what a show it is!

o Plateware – Showcased brilliantly in the Chef’s case, Boston Market’s new foods are now served on real plates and with real knives, forks and spoons. Having made the commitment to elevate both food and hospitality, Boston Market felt the upgrade was essential.

o Hand-carved-to-order Rotisserie chicken and turkey –Always carved-to-order in the past, they are now visible to the guest to highlight Boston Market’s unique point of difference.

o Hand-tossed-to-order fresh entrée salads – No longer, grab-and-go, but tossed fresh to order throughout the day.

• A New Fresh Spin

o On Chicken, with 20% reduction in sodium being tested in West Palm Beach pilot market to take lead in supporting efforts underway by Harvard Board of Medicine and New York Board of Health.

o On Turkey, which is now Rotisserie roasted instead of oven baked at the New Boston Market

o Poultry gravy, now prepared with a 50% reduction in sodium

• More Variety – To encourage frequent guest visits (even within the same week), the new Boston Market has added more options that balance its traditional more indulgent home-style favorites with entrées and sides that are flavorful while less in calories, sodium, and fats.

• New Menu Items – The line-up features 18 new foods, including additional healthful choices, such as Garlicky Lemon Savoy Spinach, Mediterranean Green Beans and Market Succotash with Edamame that will debut in West Palm Beach market.

o Hand-Carved Sandwiches: Rotisserie Chicken Pesto, Rotisserie Turkey BLT, All-White Rotisserie Chicken Salad

o Hand-Tossed Entrée Salads: Mediterranean, Southwest Santa Fe, Asian – Each made with Rotisserie Chicken

o Soups: Chicken Tortilla, Broccoli Cheese

o Gourmet Sides: Mac & Cheese Au Gratin, Loaded Mashed Potatoes, Au-Gratin Creamed Spinach, Market Succotash with Edamame, Garlicky Lemon Savoy Spinach, Southern Spoonbread Squash Casserole, Mediterranean Green Beans

• Boston Market’s New Sauces “Kick Up Flavor” – Orange Chipotle Glaze*** will debut in West Palm Beach with Island Mojo,* Zesty Barbecue,* Sweet Thai Chili Garlic,*** Frank’s Sweet Heat,**and Honey Habanero,***, a guest favorite featuring one of the world’s hottest peppers with the perfect touch of sweetness, available nationally. (*Mild, **Medium, ***Medium Hot).

• New Birthday Gifts-for adults and kids enrolled in its VIP program

• Never-before 25th Anniversary deals celebrate this important milestone:

o $4.99 Quarter White or Three-Piece Dark Rotisserie Meal with choice of two sides, Priced Like it’s 1985 Starting May 24

o “Celebrating 25 Years” Friends & Family Rotisserie Lovers Night-June 1 and 2 with Boston Market CEO Lane Cardwell and Executive Chef As Your Hosts—

 Free birthday dessert with a purchase of a Rotisserie Chicken

 Free whole Rotisserie Chicken for the first 25 guests at each location who are celebrating their 25th birthday this year (must show photo ID validating birth date)

 Free whole Rotisserie Chicken for the first 25 couples at each location who are celebrating their 25th anniversary this year (must show marriage certificate or other proof of marriage date in 1985)

o 25-Cent Regular Sides (up to four) with a whole Rotisserie chicken purchase- Four days only: June 3, 4, 5, & 6

o $4.99 Special-price Market Meal Deal – Choice of two: Half Sandwich, Half Salad, Soup, Side – June 7 – June 30

o Two Kid’s Eat FREE Saturdays & Sundays! (for kids 12 and under with an adult entrée purchase of $6 or more) May 22 – June 27

o FREE Smoothie Saturdays! Every Saturday in June

“With the new Boston Market, we continue to make the kinds of food that people wish they could make, or wish they had the time or energy to make,” added Cardwell. “As always, we want our food to symbolize the love that the one who buys it has for the ones who share it, even when it is enjoyed in our own restaurants.”

About Boston Market
Boston Market Corporation, headquartered in Golden, Colorado, has been giving time back to busy families and individuals for more than 25 years by offering fresh, home‐style meals in over 500 locations from coast to coast. Boston Market is a delicious staple of dinner tables across the nation, from the fresh chickens prepared in signature rotisserie ovens to its extensive selection of high‐quality side dishes. For the price of a sub sandwich and chips at other restaurants, Boston Market offers its customers taste, convenience and value. Its flavorful Rotisserie Chicken and Turkey put quality and wholesomeness on the center of the plate. The restaurant was commended for its variety of healthful options by Men’s Health magazine, which reported that Boston Market’s “expansive menu of healthy sides and nutritionally reasonable three‐piece chicken meals give diners plenty of choices.”
Boston Market also is one of the country’s largest providers of catering services. Its same‐day ordering and delivery for corporate and personal events and functions of all sizes make Boston Market Catering a welcome relief from traditional sandwich tray selections. Through a partnership with H.J. Heinz, one of the world’s leading marketers of branded foods through supermarkets, a variety of Boston Market Frozen meals are available from grocers nationwide to take home and eat for those occasions when visiting a Boston Market restaurant is not practical.

For more information, visit the company’s website at For the latest news, deals and coupons, follow @bostmarket on Twitter or join our Fan Page on Facebook.

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