Introducing THE MELT - A New Fast Casual Restaurant Business that Combines Technology with Simple, Irresistible Cuisine for a Fun, Memorable Dining Experience

RANCHO PALOS VERDES, Calif., June 1, 2011 /PRNewswire/ -- Today at the D: All Things Digital Conference, Flip Video founder Jonathan Kaplan unveiled his latest venture – THE MELT – a new fast casual restaurant business that utilizes farm fresh products, all-natural ingredients and innovative cooking technology to create and deliver high-quality food at affordable prices.  Blending gourmet taste into everyday classics, THE MELT brings consumers irresistible grilled cheese sandwiches, seasonally fresh soups, and delightfully balanced "combos."  

(Logo:  http://photos.prnewswire.com/prnh/20110601/SF12322LOGO)

THE MELT is uniquely leveraging the power of technology to provide its guests the ultimate flexibility for ordering and picking up made-to-order meals. Using location-based mobile technology, THE MELT allows guests to remotely order "combos," soups, melts or other items from their computers and mobile phones.  Customers can place orders while on the go and pick them up at any THE MELT location, always hot and ready, anytime.  When a customer places an order, they will receive a QR code that can be scanned at any restaurant location; this enables customers to pay through their phone, skip the line and pick up their freshly-made order within minutes.  The company has also developed specialized cooking equipment to produce its products quickly and precisely each and every time.  Melts can be created in just over one minute and soups are aerated prior to service for combinations of flavors and textures that until now have been reserved for traditional fine dining experiences.

"Grilled cheese makes people happy," said Jonathan Kaplan, founder and Chairperson.  "We're using innovative technology to reinvent the fast casual restaurant experience for the better.  THE MELT will offer our guests the ultimate comfort food with a modern sensibility, creating memorable and unexpectedly delightful experiences."      

Upon launch, and in conjunction with its corporate partners, THE MELT will institute a "round up" philanthropic program.  This program will enable customers to "round up" the total of their purchase (i.e., a $5.75 purchase can be rounded up to $6.00), and the additional amount ($.25) will be donated to charitable organizations dedicated to fighting hunger.  Additionally, THE MELT will empower staff members at each restaurant location to choose a charitable organization in its neighborhood and develop a specialized philanthropic program designed to make a difference.    

THE MELT combines the talents of James Beard award-winning restaurant designers, retail leasing experts, operational process and kitchen workflow engineers, and the culinary talents of a visionary Michelin Star award-winning culinary team. THE MELT will begin operations in California opening five locations in the Bay Area by the end of 2011 – with plans to expand to over 500 locations nationally by 2015.  Kaplan has assembled an extraordinary team of advisors that make up THE MELT's board of directors including Ron Johnson, head of Apple retail, acclaimed chef and restaurateur, Michael Mina, Michael Moritz from Sequoia Capital, and Bruce Dunlevie of Benchmark Capital.  

For more information, please visit www.melt.com.  Like us on Facebook and follow us on Twitter.  

About THE MELT:

Headquartered in San Francisco, California, THE MELT is a national fast casual restaurant business that specializes in high-quality grilled cheese sandwiches and seasonally fresh soups.  Created by entrepreneurial Flip Video founder, Jonathan Kaplan, THE MELT is reinventing the fast casual restaurant experience and what it means to have high quality food prepared just for you.  The company is backed by Sequoia Capital and has assembled an extraordinary team of advisors that make up THE MELT's board of directors including Ron Johnson of Apple, acclaimed chef and restaurateur, Michael Mina, Michael Moritz from Sequoia Capital, and Bruce Dunlevie of Benchmark Capital.  

Contacts:
Steve Rivera
Rivera Public Relations
Steve@Rivera-PR.com
(310) 488-4415 (mobile)

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