Restaurants: Success at 4

To many, the lowly cafeteria is a symbol of soup-line shabbiness. So what happens when it is spruced up with classy decor, white-jacketed waiters and tasty food? In the case of Mobile-based Morrison Incorporated, the resulting high costs hold profits to a thinly sliced 40¢ a meal. Naturally, the company has to compensate for that with volume. One of the nation's fastest-growing cafeteria chains, with 57 branches in seven Southeastern states (and six more due to open this year), Morrison's serves up 2,000,000 meals a month, has tripled annual sales over the past dozen years to $47,284,000.

To explain Morrison's...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!