Drew Madsen
Analyst · Truist Securities. Please go ahead
Thanks, Mike, and good afternoon, everyone. Our third quarter results reflect both industry-wide volatility caused by a difficult consumer environment that has led to significantly elevated levels of competitive discounting as well as two other dynamics specifically related to Noodles, a high level of prior year discounting in the third quarter plus an unexpected sudden drop in third-party delivery sales. Collectively, these negatively impacted our short-term results in the third quarter. That said, we remain very encouraged by our positioning for long-term growth, aided by the positive early results from our menu innovation work, which I will touch on shortly. Let's start with the third quarter dynamics. First, last year, Noodles pursued an aggressive discounting strategy to help offset the impact of the February price increase. This year, we've chosen to prioritize guest experience improvements driven by operations excellence, normalize our discount level and invest the savings in targeted loyalty program outreach, broader digital media messaging and increased third-party marketplace spending to drive longer-term sustainable improvements. This strategy was effective in helping us improve month by month from a significant gap in sales and traffic versus the fast casual industry benchmark in January to equaling the benchmark in July. However, a significant increase in competitive promotions and discounting this year, combined with our own elevated levels of discounting last year proved challenging in August and September for our same-store sales. As a result, later in the third quarter, we moved to temporarily increase our level of promotional support to compete more effectively in the near term while our menu transformation progresses. This included the addition of a kids eat free offer in mid-September and a buy one get one offer in connection with the rollout of three new menu items in October. And we have seen a significant improvement in sales to date in the fourth quarter, even as the buy one get one promotion has ended. As I noted earlier, we saw a sudden and significant decline in third-party delivery sales with our biggest partner starting late in July. We've also worked with this third-party delivery partner to identify and test a strategy to address the sales decline we have experienced in this channel and believe we've identified a solution which should help these sales recover. As I just noted, in early October, we were excited to roll out three of our new menu dishes nationally and are very encouraged by the noticeable improvement we saw in our traffic trends relative to the third quarter as a result. This has given us increased confidence in our strategic vision and the menu innovation improvements still to come. Although the current consumer environment has caused variability in our near-term results, we're focused on what we can most directly impact and continuing to position Noodles to capture the significant growth opportunity we believe it has long-term. Importantly, we continue to make meaningful progress on all five of our strategic priorities to achieve sustained profitable growth and drive long-term shareholder value. We also continue to strengthen our senior management team. Last week, we announced the appointment of Stephen Kennedy as our new Executive Vice President of Marketing. Stephen brings considerable expertise in digital innovation, paid digital media, loyalty and brand building. He will be a very strong partner with Scott Davis, our new Chief Concept Officer. Now let's talk about our progress on each of our five strategic priorities. Creating a foundation of operations excellence remains our top priority. Building this foundation demands that we be brilliant with the basics of staffing, training and consistently executing to standards that will make us a better competitive alternative. Importantly, we've made great strides in all three areas. On staffing, our turnover at both the hourly and management levels continue to improve. In fact, our management turnover is now well below industry average. On training, we continue with biweekly sessions across the system to review proper execution of a new food execution standard, a new service standard and a new accuracy standard during each training session. Our primary training focus is to improve the dimensions of our guest experience that correlate most directly with traffic growth, overall satisfaction, taste of food and accuracy. Finally, on execution, the combination of team members who are better trained and managers who are in our restaurants more consistently during our busiest periods to provide immediate coaching has led to guest satisfaction scores accelerating each month of the quarter on all 3 of our priority measures. For perspective, a one percentage point improvement in our guest satisfaction surveys is statistically significant. And our overall satisfaction has improved by 10 percentage points in the last six months. As a result, our gap between the fast casual industry average on overall guest satisfaction has already been reduced by more than half with all of this progress coming before our new menu transformation. In the near term, it's difficult to correlate guest satisfaction improvement with traffic growth, but we are clearly establishing the culture and team member behaviors for a more consistent and a more satisfying guest experience. And I'm confident this will drive stronger guest loyalty and improved traffic over the long-term. Our second priority is to stimulate more guest desire for noodles through a comprehensive menu transformation guided by our contemporary Comfort Kitchen culinary North Star. Phase 1 of this process involved concept testing to identify the most compelling ideas for both new and improved dishes. During Phase 2, we placed the new and improved dishes created by the culinary Edge in a central location taste test with noodles customers to ensure they exceeded the guest satisfaction average on our current menu. These first 2 phases are complete. Phase 3 began in July when we placed the best new and improved dishes in test locations to assess real-world guest satisfaction, operational feasibility and any related financial implications, including menu mix shifts. Our goal is to impact roughly 2/3 of our menu through new or improved offerings over the next year, given the magnitude of change involved for both guests and operations, we are taking a very thoughtful and strategic approach to testing, and we plan to stagger the national introduction of the complete updated menu over several months. And I'm excited to say that the national introduction has begun. In October, we introduced three of these new dishes nationally. Crispy Chicken Bacon Alfredo is a more contemporary version of our current Alfredo MontAmore, which it replaced. In just a few weeks, it has become the most viewed item on our digital menu and our second best-selling dish overall, with average daily unit sales more than double Alfredo MontAmore. The second dish introduced nationally, Lemon Garlic Shrimp Scampi addresses the need we identified for additional light and fresh menu options. The third dish, Chipotle Chicken Cavatappi was added to address the need we identified for a Latin-inspired flavor profile on our menu. Both dishes address gaps in our current menu offering, have guest satisfaction equal to or better than our current menu average and are meeting our sales expectations based on prior test market results. The introduction of these three dishes was supported with a new commercial shot inside a noodles restaurant called “Taste the Start of Something Great”, showcasing all three dishes and emphasizing our commitment to bold, exciting culinary innovations. To encourage trial, as I mentioned earlier, we also offered a buy one get one free exclusive offer to our rewards members as a special perk for being a part of the program. And our guests are beginning to notice. Traffic has improved from a run rate of approximately minus 6% before these changes were introduced to just minus 0.8% fourth quarter to date, not yet where we want to be even in a challenging environment, but most importantly, shows that our menu innovation work has the ability to positively impact our traffic trends. To help maintain this momentum, advertising during November and December will continue to focus on these three new dishes, supported by an increased level of media investment compared to last year. Looking ahead to further menu innovation, in two weeks, we will introduce three new signature Mac & Cheese dishes into our test restaurants. Garlic Bacon Mac Crunch, Pull Pork Barbecue Mac and Buffalo Chicken Ranch Mac. These three dishes have been our strongest performers in central location taste test so far and when combined with an improved Wisconsin Mac & Cheese should account for our largest sales mix category. So we believe improvements, enhancements and newly introduced Mac dishes should have a very positive impact on our traffic when introduced nationally. Assuming the success of these new dishes in our test markets, they will be introduced nationally during the first quarter of 2025. Our third priority is to drive profitable traffic growth by further leveraging our strong digital ecosystem. As a reminder, Noodles has 55% of total sales from digital channels. Additionally, our loyalty members account for 26% of total sales and spend twice as much per year as non-loyalty members. Last year, we invested in a customer data platform that aggregates all information about our known customers in one area. This has enabled us to engage these customers using smart, relevant personalized offers with fewer discounts to drive profitable traffic growth. In particular, we focus on reactivating lapsed loyalty members because our active members have frequency more than 50% higher and have 2.5 more visits per year than our loyalty program average. To double down on one of our core equities is a family-oriented brand, in September, we introduced a Kids Eat Free promotion, which drove approximately 1.5% in incremental sales. This allowed us to showcase our menu improvements and reintroduce customers to the constantly improving Noodles experience. During Q4 this year, we will launch our new app for Android and iOS with an all-new home screen and rewards store experience. This update is intended to further strengthen our conversion rate once guests start an order by introducing easy-to-use quick actions like reorder, order a favorite and order a saved order, while also allowing loyalty members to attach their most relevant active loyalty program reward. Turning to delivery. Our third-party delivery channel was a strong traffic-driving channel for us through the first half of this year. Starting early in the third quarter, traffic from our largest partner suddenly began to decline despite continued investment in sponsored listings, exclusive dishes and profitable promotions. This change in trend was a significant contributor to our negative comp results for the quarter. Discussions with this partner identified a potential opportunity to increase traffic profitably by addressing our menu markup on their platform. We are roughly one month into a test of different menu markups with encouraging results. We plan to finalize the test and introduce the optimal menu pricing strategy next month, which we believe will meaningfully improve traffic in our third-party channel. Our fourth priority is to maintain double-digit growth in our catering business while we improve the fundamentals required to drive more aggressive growth in the future. Catering has grown from 1% of sales in 2022 and 1.2% in 2023 to 1.7% year-to-date in 2024. During the third quarter, system-wide sales were up 27% versus last year. We continue to believe catering has the potential to be at least 4% to 5% of sales in the future. And we believe that catering growth would be incremental and contribute to higher overall margins. During the quarter, we had multiple wins in our catering channel, including unlocking a new catering occasion in back-to-school during August, which generated our third highest catering sales week to date this year, driving repeat purchase and attracting new users with dedicated food news messaging about our three new menu items on our catering landing page and generating impressive sales from our new fractional catering managers who drive incremental sales by creating strong relationships with schools and local sports teams in high potential markets. We will also strengthen our catering operating model by reducing operator friction and increasing throughput in our restaurants. During the third quarter, we rolled out a new ezCater integration capability in all company restaurants, eliminating the need to manually rekey orders from the ezCater third-party catering platform into our point of sale. In addition, we are currently evaluating options to outsource delivery of catering orders placed through our website and a technology-driven solution to transfer catering orders between restaurants when needed. Our final priority is to strengthen our financial foundation with proactive cash management and an increased emphasis on operational efficiency across the business. This year, we have reduced our capital spending from $52 million in 2023 to a projected $29 million to $31 million in 2024, implemented a major cost reduction effort, we expect to deliver over $5 million of savings in 2024, performed a detailed portfolio review that identified approximately 20 restaurants that we're evaluating for closure before the end of their lease terms. Mike will discuss in more detail where we are in the portfolio review process. And we announced last week an amendment to our revolving credit facility, which reflects the strong support we have from our bank group, while we are in the process of executing on our strategic pillars. Despite the third quarter decline in sales, our liquidity position remains solid. In addition, our reduced level of capital expenditures puts us in a better position to reach our target of positive free cash flow in 2025. As you can see, we've made substantial progress on all of our strategic priorities and believe we are positioning Noodles to capture the full growth opportunity we see ahead. Now I'll turn it over to Mike to review our financial results in more detail.