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Client:Chuck-A-Rama
Capability:Branding, Marketing Strategy, and Creative
Campaign:Ongoing
Challenge:

About:
Chuck-A-Rama is a chain of buffet restaurants based in Salt Lake City, Utah with eight restaurants in Utah and two in Idaho. Many of the items are what one would consider "home cooking" types of recipes rather than fine dining offerings. The restaurant therefore has a different appeal and clientèle than a fine-dining establishment, where the emphasis is on the entertainment value of the dining experience. People frequently eat at Chuck-a-Rama as families and often as extended family groups. Another group of people who often eat at the restaurant are older people living alone or as couples, and who find it easier and more satisfying to eat at the restaurant daily rather than cook at home.

Service in the restaurant is "self-serve". After paying a fixed price at the door, one enters the dining area, selects a table and then chooses food from a number of buffet islands. One may obtain a new plate at any time and choose additional items. The table help will bring beverages or other food items, and will clear the table of empty plates. It is customary to offer a small tip for this service, but this is not required.

The name, which endures its share of jokes, came from Don Moss, one of the original partners, said his son, Duane Moss, the company's current chief executive officer. "Chuck" came from the "chuckwagon" used for cooking on Old West cattle drives. "Dad combined it with something that was dear to his heart -- the Scout-O-Rama."

Reference:
^ All You Can Eat:A slice of Americana served up a la mode., Salt Lake City Weekly, 2002-06-06.
^ "Chuck-A-Rama offers apology," Deseret News, April 30, 2004