There is an old truism in business: you can make if fast, you can make it cheap, you can make it good -- pick two. Overwhelmingly in the restaurant lunch trade the choices are fast and cheap. Outside of a couple of specialized niches -- ladies who lunch, executives doing the power martini thing -- sit down restaurants must deal with the twin realities of limited time (the lunch hour) and a heightened sensitivity to price. To succeed, you have to get 'em in and get 'em out in about an hour, for less than $10 (or a nearby price point). And if you do it well, you risk being a victim of success as more and more people come pouring in at noon.
Niki's West in Birmingham, Alabama comes about as close as I have ever seen to scoring a truism trifecta. Their basic Meat and Three is $8.50, they are more efficient than a New York deli at moving people through, and the food is pretty damn good.
When we got there just around noon, a dozen cars were prowling around the block looking for a open spot like it was some kind of hot nightclub. We jumped out to get in line while Alan drove off to park. A security guy at the door is letting in a few people at a time, furthering the image that this was IT (although a sign as you go in keeps you grounded, "No Tank Tops, No Bare Feet, No Hair Rollers"). Once through the door your enter the chutes -- the wrap around lines channeling you towards the servers. The 100 people or so standing in line represented a pretty good cross section of the populace -- black / white, professional / working, men / women, young / and old. Except they weren't really standing. The line kept shuffling along and it only took us about 10 minutes to get to the front.
As you get close, you see why things are moving so quickly. In an article on Chipolte, I commented on the cheerful strategies they employed for minimizing the dawdle factor of people making choices. Niki's West makes Chipotle look like a snooze fest. A dozen big guys are standing shoulder to shoulder serving up food in a blur of ladles, spoons, and plates. A sign next to the menu on the wall sets the tone, "NO Cellphone While in Line."
"Whatllyahave?" I hadn't quite put my tray on the rails and the first counterman was already staring right through me. A gap had opened between me and the guy in front and it had to be closed up.
"What will you have?" he repeated fractionally slower. I had studied the list of the dozen or so meats on the menu board, so I had an answer, "Chicken Fried Steak". Several nano-seconds later a plate appeared on the pickup shelf about a foot past my reach. I had to move down to get it and so the gap in the line began to heal.
"Comeondown, Comondown" This was not the enthusiastic call from a Johnny Olsen or a Rod Roddy, but rather the urgings from the next block of servers. The vegetable offerings are not listed, so they understand that you need several whole seconds to look across the expansive array of choices. You want beans? There's lima beans, white beans, black eyed peas. You want greens? There's collards, and turnip greens, and cabbage. There's fried okra and stewed okra with tomatoes, and fried green tomatoes. There's at least 6 different kinds of potatoes, plus sweet potatoes, and three kinds of baked dressings, and don't forget the rutabagas. Can't forget the rutabagas. And there had to be another 20 things that didn't even register in my visual field -- rice? corn? squash? -- I'm sure they were all there with at least two or three choices each
"Anything else? Anything else?" they call back as they scoop each selection into a monkey dish and set it again about a foot down the line so that you have to keep moving. I end up with the fried green tomatoes, fried okra, black eyed peas, and sweet potatoes -- a Meat and Three plus one. I move into the cold area -- a dozen salads, and then the pies, and cakes, and cobblers. I grab some corn bread muffins and ask for a slice of blueberry pie.
"How many in your party?" the lone checker asks. Her face is a study in intensity, as though she could break rocks with a single glance. She is punching away on her register as she repeats and extends the questioning, "How many in your party? Drinks? Water?" "Three", I say and "uh, yes, a diet coke and water." I'm looking around for the sodas, but there are none. That gets taken care of later. She glances down the line to take in my group, and then I'm invisible to her; she has set her sights on the next group.
"Come on, come on. They'll catch up." It took about thirty seconds from tray down to tray up and I was now moving into traffic control. A tall man is motioning me to the right. I follow for a couple of steps until he catches the attention of his counterpart in the next dinning room. The tall guy throws up three fingers, the counterpart comes forward and acknowledges with his own 3 fingered signal. The relay completed, I follow the second guy into a large dinning room that is about half full. A moment or two later Alan and JoAnn show up at the same table. This is all the more amazing since JoAnn had stopped to ask a question, prompting the servers to urge the people behind her to "Come on around, come on around." Like data packets on the internet, we were broken apart and reassembled at the correct destination.
The dinning room wasn't much to look at, sort of a fern bar warmed over, with faux stained glass, paneled walls, and Formica tables. But it was calm and and relatively quiet. A waitress came over to take care of drinks. She had a ready smile, and cheerfully answered our questions. Yes, lunchtime was pretty intense, and they feed about, oh, maybe 1500 people a day. The food was all solidly good. Nothing exceptional, but above average versions of just about everything. The twin evils of cafeteria food is that it all tends towards the same taste and the textures suffer from being on the line too long. Niki's avoided both problems. The lima beans were distinct from the white beans and both were yummy. Each of the greens tasted as they should and were different from the rest. My sweet potatoes were wonderful, pretty much cooked on their own with no extra sugar. I realized later that instead of the large full and half sized serving pans on the line, Niki's used quarter and eighth sized pans. Nothing sat for very long. The fried okra was crisp and hot. The stewed okra and tomatoes was one of the best versions I have had, with a bit of onion and garlic, and perhaps oregano.
I likened the experience to shooting the rapids at a water theme park and I kind of wanted to go again. But by the time we had finished, the lunch rush was over. The line of a hundred had been replaced by a line of six. The white water rapids had been replaced by a slow moving bayou. To Alan it was about as close to being in a commodities pit or on the floor of a stock exchange as you might ever get. There was a flood of choices to make, and a shouted urgency to make those choices quickly.
In Bombay, the dabbawallahs deliver hot home cooked lunches to tens of thousands of office workers every day. The dabbas (lunch pails) are collected, sorted, distributed, and returned though an efficient network of relay couriers. In Birmingham, on a slightly smaller scale, Niki's West delivers hundreds of people to hot home-styled lunches through a efficient network of servers, checkers, and routers. Both systems have solved, in very different ways, the fundamental problem of lunch -- fast, good, and affordable.