A globally-inspired Houston restaurant is making a big change to its service model. Traveler’s Cart will switch from counter service to full service beginning this Monday, November 17.
When owners Thy and Matthew Mitchell opened Traveler’s Cart last year as a more casual sister concept to Traveler’s Table, their globally-inspired Montrose restaurant, they decided counter service would match the restaurant’s street food-inspired menu and lower price point. With a year of experience, they’ve decided full service — where diners sit down and order from a server — will improve the customer experience in a number of ways.
First, they noticed that some of their online reviews go to great lengths to explain the ordering process. Moving to traditional table service will elimination that confusion.
“We want to be like a great brasserie or izakaya where people come and enjoy food and drinks at a reasonable price,” Matthew Mitchell tells CultureMap. “There’s a lack of intuitiveness about the process right now. Almost a year in, we’re still having to explain where you go and how you order. That tells you we probably missed the mark.”
He also recognizes that the inherent uncertainty of counter service — people are concerned about how long they’ll have to wait to order and whether a table will be available once they do — limits the restaurant’s appeal as a date night option or for larger groups who want the certainty of having a place to sit.
Even though the restaurant has been a financial success, according to Mitchell, he thinks Traveler’s Cart is missing out on revenue with its counter service model. “I think people order less at the counter. You may not order a cocktail, and you certainly won’t get back up and order more drinks,” he says.
Switching to full service will also help the restaurant’s perceived value. With entrees mostly priced between $15 and $25, the restaurant may feel expensive relative to other fast casual restaurants. Once servers are added, Mitchell thinks diners will appreciate the value, particularly since its prices are about half of sister concept Traveler’s Table.
“I feel like the food quality is outstanding for the price, but when it crosses that $20 or $30 threshold, people perceive it as pricey,” he says.
Traveler’s Cart has other ways to enhance the value of its offering, such as its $18, three-course lunch that includes iced tea or a fountain drink. Happy hour, available Monday through Friday from 3-6 pm, includes $8 cocktails, $3 drafts, $8 small plates, and more.
Along with the new service model, Travelers Cart is updating its menu with a number of new dishes. They include Thai chili queso, Baja shrimp tacos, salmon donburi bowl, chicken parmesan, and steak frites. The cocktail menu has also been refreshed with a Mexican espresso martini and a Tuk Tuk Old Fashioned, named for the vehicle that now sits in front of the restaurant’s entrance.
Recently recognized by the Texas Restaurant Association as Restaurateurs of the Year for the Houston region, the Mitchells hope that these changes will lead to even more success. With the service style refined and the menu dialed in, they’re already looking for another location.
