For nearly 50 years, the iconic fondue concept has created special moments for generations. Now, it’s taking this a step further through Club Fondue and store remodels.
At The Melting Pot locations in Wisconsin, staff members take detailed notes during the reservation process and dining experience, bringing out customized dessert plates that commemorate whatever moment the guests are celebrating. In San Diego, roses and candles line the table of a guest who comes every year to celebrate the anniversary of her late husband. A dinner at a Melting Pot in Colorado helped a soldier get through his deployment in Iraq, and he brought back an American flag to give to the operators when he came home.
These are just some of the stories Ana Malmqvist, Melting Pot’s chief marketing officer, shares to illustrate the intuition and empathy of a brand that’s been making emotional connections with customers for nearly 50 years.
Part of the reason the fondue concept has outlived other brands is because of the integral role it plays in guests’ life journey, says Malmqvist. Children who come with their parents to celebrate their birthdays will eventually visit The Melting Pot for first dates, engagement parties, and then again with children of their own, restarting the cycle.
“It is this kind of intergenerational memory building we’re able to do with our customers, and Melting Pot becomes a consistent thread in the big moments of their lives,” Malmqvist adds. “It makes us very special [as a brand].”
The internal rallying cry for the brand has become the idea of providing the perfect night out for guests, a responsibility shared by franchisees, servers, hosts, and managers alike. It’s up to them to have what Malmqvist calls “the sixth sense,” finding special touches to delight and surprise guests.
The Melting Pot has elevated its ability to deliver on its promise to guests through its loyalty program, Club Fondue. It acts as an email newsletter, but guests can choose their nearest location to receive updates from, creating both a national and local identity. To date, there are over two million active subscriptions, many of which are highly engaged.
“People might say email marketing is dead, but we have an open rate of over 30 percent, which is high,” Malmqvist says. “When we tap into Club Fondue, even for a bit of light research, we get a lightning-fast response from guests … Franchisees are also very participative, active, and they know their community best. We’re now in a position to work on optimizing and segmenting email communications on a national and local scale.”
Club Fondue isn’t the only lever Melting Pot is pulling lately to upgrade the guest experience—the brand is amid a nationwide remodeling initiative, channeling the original essence of the fondue concept but opening up locations to more possibilities to make emotional connections with guests. Malmqvist says upgraded locations have already seen a positive return on investment.
Private and intimate areas have been given a modern refresh for those looking for a romantic outing. Open spaces are now available for guests coming to Melting Pot for a bigger celebration, allowing for parties of different sizes. Additionally, designated areas for wine tasting have been added to the repertoire.
The bar has been given a complete makeover, with fondue burners on the countertop and a full bar program launching soon. Malmqvist explains that because the bar has never been a focal point for The Melting Pot, it is now being highlighted.
“We’re known for extraordinary special occasions, but the remodels have allowed us to host what can be seen as more casual, like a friend’s night out,” Malmqvist says. “We’re calling this The Melting Pot evolution, but not at the expense of the personal, private events we’re known for.”
The ultimate goal is to remodel all 93 locations nationwide. Malmqvist expects the rollout of revitalized Melting Pot restaurants to be finalized this year, with an extra emphasis on harnessing untapped markets in the meantime.
“We’ve done some research, and we better understand the people who know and love us, but we still have this massive untapped opportunity to gain more guests and grow awareness in states where there are only one or two locations,” Malmqvist says. “This isn’t your father’s Melting Pot, and if we can make sure this evolutionized, elevated experience resonates with them, we can continue to provide the perfect night out we’re known for.”
