Rant of the DayI admire RJ's enthusiasm and passion and would much like him to succeed in a turnaround for Cosi but whether or not they survive is dependent on creating a simple, streamlined and fantastic menu with amazing food. It's not about the store refreshes. Foodies are attracted to great food. If Cosi has the courage to focus and clip the menu by another 50% as well as the culinary ability to create one or two additional phenomenal, home run selling items, the company turns around. If not, it doesn't. AUVs will change only if the menu changes drastically and new customers arrive and repeat.This roll out push for coffee and new Beets Bowls? Seriously, that's the reboot? Reality check: No one gives a rat's ass about Beets Bowls...the masses certainly don't. Beets to the average customer are a turnoff. Beets is a word they'd rather not hear.To create amazing food you have to spend the money for the vision. Cosi needs to hire a top tier creative chef from fine dining. Grant them stock to create incredible and addictive food. Chipotle hired Nate Appleman a few years back. It was a great hire.The Cosi message as it is today: "We're a cafeteria!! We sell everything!" Salads! Soups! Pizza! Bowls! Coffee! Mac and Cheese! Sandwiches! Chili! Kitchen Sink! Look at our enormous menu! We magically do everything amazingly well!" Great except the menu is so huge any one item gets lost in marketing, so the experience is customer potluck and most of it is mediocre and it all takes away from Cosi being able to establish an identity. Now take another step and imagine being a Cosi employee behind the counter trying to navigate that gigantic logistical menu/employee nightmare. Would that be fun to work with everyday? Paid minimally to prepare and stay on top of 100 different food item combinations?Cosi has an identity problem with its (stuck in the 80s) all over the place menu. Too much of it either looks or tastes like cafeteria food or both. And Cosi has a brand appeal issue. First thing out of the gate, everyday, Cosi sells a breakfast sandwich which they call a "Squagel". It's a Cosi brand name and the name is a joke. Does Cosi believe 'happening' millennials or anyone else alive in New York City or Chicago or paid Cosi employees want to say the word "Squagel", read it, hear it or even have it anywhere near in their brains every morning? "Squagel" is a moronic, made up word with an imaginably poor Q Score and is a failed cutesy attempt at 1980s faux branding. It serves no purpose in 2015. And ANYTIME you walk into ANY Cosi you see the "Squagel" on the menu. Shoot me now or Kill the "Squagel" name yesterday, it's incredibly unappealing. But outside of that... Hey, great breakfast sandwich!Cosi needs five go-to dishes that people customers think about and crave while they're not at Cosi. Focus, market and build around the top 20% of sales and drop the bottom 80%. Get rid of everything that doesn't have the possibility to be a top five item seller.Start with the ovens. They are a great and highly underutilized asset. It is a no-brainer for Cosi to utilize their beautiful, focal point COSI OVENS to actually PREPARE the food and bake other things besides that ONE decades old concept bread. Cosi chefs currently look bored and half the time as just standing around. Give them foods to create. Currently, even when a customer asks for a TBM (great but this too could have a better name) sandwich to be heated up, the helper tosses it into a backroom aluminum oven...Really? Why? Where is the ceremony in that? Where is the pride? Where is the fun? Cosi has gorgeous fire ovens. Why let them sit there? USE THEM. Bake other things. Try out different breads.It's about THE FOOD and it's about THE STAFF. That's coming from someone who travels for work and eats all over the country ...expensive restaurants and amazing hole in the wall dives. A little homework for RJ: Travel and see who's doing it amazingly well: go spend an hour at Chipotle's new Pizzeria Locale in Kansas City, sit at the counter and watch the chefs at Curate in Asheville, sit at the bar and watch the oven magic done at Mozza in Los Angeles. Eat from those kitchens. Witness the branding at those places. Watch, learn and borrow from the best. Look at the menus. Look at what the employees are wearing, listen to how the customers are being treated. For RJ, time spent doing this would reward him a thousand-fold.Once again, the answer is streamline, deliver hospitality, hire a tier one chef from fine dining and create great food. Give the customers a simple list to choose from, remember, talk about and crave. At the same time, make the employees' job easier and Cosi a better place to work at. That's it.Chipotle gets this. KISS. Keep it simple, Stupid. They are concentrating on what works. They make it easy for their customers and their employees. Simple, clean, brilliant. And they have gigantic loyalty. They are doing the same thing with their Asian and pizza concepts they're launching. They're currently opening 200 stores per year. What they are doing is working.Steve Ells, the CEO of Chipotle, said something great on their last quarterly conference call, "Our clients know what we serve, we keep it simple, there is no need to add items to the menu just to add items to the menu. New items are also a hassle for our employees."The latest Chipotle quarterly conference call is worth a listen for anyone interested in restaurants. RJ should listen to it as well. It's all delivering great food, hospitality, incredible employee morale and keeping it simple:PS - Tossing the customer carrots in a little white plastic baggie with black letters? Sure, it's healthy but everything about that makes the customer feel like they're back in grade school opening mommy's bag lunch. It's not professional and comes across as amateur.PPS - Michael, take a look at this picture of yours from Twitter- it's the panel wall at the Cosi in Plainview. All those framed photos are a metaphor for Cosi's current clutter problem and it's disservice to employees. Look at that wall! Think about it....Who is going to keep that glass and those frames clean, smudge and dust free everyday? This is an employee headache. Poor design concept. And name one great restaurant that has photos of their food on their wall. Hate food photos.