Choose a brand that's "dead" and bring it back to life.
The first Automat was opened by Horn and Hardart in 1902. Featuring prepared foods behind small glass windows and coin-operated slots, the self-service restaurants operated for nearly a century. At its peak, the chain served over 350,000 per day, but its popularity waned due to category expansion and mass migration of urbanites to suburbs. The last Automat closed its doors in 1991 — a casualty of the changing times.
What distinguishes the Automat experience from other lunchtime vendors is that it's waiter-less. We saw an opportunity to leverage that differentiator to bring back the Automat as the place where you can focus on the most important aspect of a meal — the food.
OUR BIG IDEA
By eliminating the middleman between dime and dish, you can deal with hunger not with people.
AD: Ryan Witcher
CBM: Jean Feroldi, Stacey Garrett
CW: Jon Northrop
Strategy: Rebecca McNerney (me), Prateek Patnaik