In the year 2006, Matt Fish opened a cool gourmet grilled cheese sandwich shop in a tiny restaurant space in Lakewood, Ohio.
Within a few years, that little restaurant garnered a cult following and started to end up as a popular destination for hosts on multiple television networks.
The first time my wife and I went to Melt, it was a 2.5 hour wait just to set foot inside. It was about 5 p.m. on a Thursday and we decided to tell the hostess that we weren't going to wait. We asked when a good time to come would be with no line. She suggested around 3 in the afternoon on a Monday.
A few weeks later, we tried that suggestion and were quickly seated at a two seated-table. We were practically on top of our neighboring table and the whole dining area couldn't have seated more than 75. Most McDonald's dining rooms are bigger.
We were graced with an enchanted meal that we still talk about today. Perfect gourmet grilled cheese sandwiches with the best carnival fries you have ever eaten. The meal looked exactly like the picture below.
But Melt was churning out product from a kitchen that was slightly larger than that of a modest slab home. Expansion had to be on Matt Fish's mind, almost right from the very beginning.
Because my wife and I were rarely in Lakewood in the middle of the afternoon, Melt was a very rare treat.
That changed in 2017, when the Cult of Melt came to my town. I could walk to the new Melt location from my office. Throughout the 2010's, Melt had an aggressive expansion plan, adding high profile locations, like Jacob's Field. I was on a budget, but I would sneak over to Melt for lunch, ordering their cheapest sandwich they had at every opportunity. I would have went more, but my Dad's words echoed in my head, "How much did you just pay for that grilled cheese sandwich?"
Matt Fish's expansion followed the Original McDonald's Model, one owner for all stores.
About the year 2018, I believe Melt was at it's peak. The company had just expanded to their 14th location and their locations were packed.
But as you know, Covid decimated the restaurant industry.
To single out Matt Fish for poor service at Melt after Covid struck, though, is very unfair. All restaurants had poor service in the aftermath of Covid. He just didn't have any margin for error, being an independent vendor in a corporate restaurant marketplace. As Covid ground on, the Melt across the street was emptier and emptier.
Now this is my bad Melt Story. At 11:01 AM, on a Wednesday, I picked up my office phone and placed an order for the simplest item on the menu, The Kindergarten. Literally a piece of cheese, bread, and butter with fries on the side. How do I remember the time? The restaurant opened at 11 and I called immediately after open. They told me it would be 40 minutes. I looked out the window and the parking lot was empty. Waited 40 minutes, walked across the street, and picked up my order in an empty building. Walked back to my desk, sub-par sandwich with soggy fries.
Then my Dad haunted me, "How much did you just pay for that grilled cheese sandwich?"
Now that's not a terrible story, but the few times I returned after that, all I could think of was how expensive the experience was and how the product's quality had deteriorated. I stared at that Wednesday Sandwich for an inordinate amount of time.
Which brings us to today. Matt Fish just announced 2 more Melt closings this month, leaving just the original anchor store in Lakewood.
I don't think Melt will close for good, it was just too good.
I think Fish will circle the wagons, regroup, and then try again using the Subway Model. Fish
runs Lakewood, then franchises out the Melt name. The Melt name still has value, he can find a few like-minded individuals to re-set the Melt Brand.
Fish would make money on the Lakewood location, then makes some side money on Melt t-shirts and franchising out the name. Even if he limits his expansion, the franchisee would take on most of the future risk, Fish would get a franchise fee.
Would I ever eat at Melt again? Alone, yes. With my parents? Probably not.
Comentarios