How Signature Menu Items Drive Revenue During Quarantine…and Beyond!
No one could have predicted 2020 would forever be defined by a global pandemic, stay-at-home orders, and social distancing measures…but here we are. With a great magnitude of changes unfolding so rapidly (and without warning), the food service industry has had to adapt in a hurry.
This has been a mighty challenge for local and small chain restaurants, but many are succeeding despite these harsh conditions by finding new, alternative ways to serve signature menu items that their customers know and crave.
At Genuine Broaster Chicken, we’ve been working on the frontlines with our operators to support them during this time and would like to share some encouraging observations on how signature menu items are helping drive food service revenue despite all the uncertainty.
How to Define a “Signature Menu Item” vs. Just Another Menu Item
Let’s start by taking a step back (before we skip ahead to the good stuff) and defining the term “signature menu item.”
In essence, a signature menu item is one that customers are willing to drive the extra mile to order. From creative entrees, unforgettable sides – even classic cocktails with a new twist, signature items put your restaurant on the map in the minds of your customers.
On the business side of things, signature menu items also tend to make up a higher percentage of total sales revenue, establishing themselves as key contributors of your restaurant’s profitability.
As our own Greg West, SVP of Marketing & Food Innovation puts it:
“Signature menu items are the critical stars in your line-up. Just like any major league sports team, attendance is driven by performance…by winning.
The same goes for the food service industry, and it pays to have those all-star menu items to keep customers coming back week after week, year after year.”
The Importance of Signature Menu Items During Times of Economic Hardship
As important as it is to have an all-star lineup under normal circumstances, we’ve seen the need for strong, memorable, signature menu items grow exponentially in the unprecedented, pandemic, times we live in.
Times are A-Changin’
Sometimes, that means deviating from the norm (if there is such a thing in the restaurant business). Restaurants have had to evolve…and evolve fast.
For some, carry-out was never a big part of their business, but it sure is now. Revamping menus and general modes of operation to accommodate the changing landscape of customer needs suddenly became priority-one.
Genuine Broaster Chicken has helped many of our operators do just that…with our trademark food programs that provide more than just signature menu items, they also help you establish a signature menu platform.
From food and breading to frying equipment to training and more…even branded to-go packaging, we help local and small chain restaurants curate the right menu items to meet their customers’ current carry-out preferences, as well as pent-up demand for dine-in options once they open back up.
Alternative Ordering Amplified
Other forward-thinking businesses (many of our operators included) began implementing processes for online ordering, curbside pickup, or off-premise menu development prior to COVID-19 restrictions.
This allowed them to simply adapt and amplify these efforts over the last few months to continue to drive revenue and strengthen their customer bases…and standing within their communities.
Regardless of the situation before the pandemic hit, those who’ve adapted to meet the needs of their customers now are poised to greatly benefit over the long run.
Genuine Broaster Chicken [Operator Testimonials]
During this time of pandemic and economic difficulty, we feel blessed and inspired by many of our operators and how they’ve risen to meet new challenges on a daily basis.
The changing landscape has provided plenty of challenges for Genuine Broaster Chicken as well, but more than anything, it’s given us opportunities to support our operators in a variety of new and exciting ways.
…but don’t just take our word for it.
“The pandemic has made things really hard on us, but the fact that Crandall’s has been a staple of the community for so long has been a tremendous help.
We’re known for our All-You-Can-Eat, “World Famous Broasted Chicken,” made fresh to-order along with our own homemade coleslaw, cinnamon rolls, pies, cakes – you name it.
It’s been so encouraging to see all the familiar faces come and support us through their carry-out orders, and we cannot thank them and Broaster enough.”
Mac’s Pizza Shack
“Although specialty pizzas have always been our bread and butter, Broaster Chicken and Broaster Potato Slices (we call them Mojos) have been HUGE for our carry-out business.
In the first few days of carry-out only, we sold through a whole case of chicken…and since then, we’ve been selling through about a case of chicken and 4-6 cases of Mojos each week.
And, we never would’ve expected pizza and chicken orders to be going at the same rate…but that’s what happened on Mother’s Day weekend. We even had to purchase extra Broaster to-go packaging because we were running out…so they’ve been great to work with through all this.”
The Perfect Signature Menu Item for Carry-Out? Broasted Chicken.
For many of our operators, Broasted Chicken has been a turn-key solution for driving consistent revenue during quarantine…and the truth is, we don’t expect this to slow down anytime soon.
Fried chicken is one of the easiest protein items to offer on a restaurant menu, and per capita consumption continues to grow year-after-year. It’s easy to customize with a signature sauce or side, so you can add your own creative twist to fit your style.
But the real kicker is just how portable it is…making it the ideal carry-out or delivery option. Paired with Broaster’s branded to-go packaging, which is uniquely designed to prevent sogginess and travel well, you can be sure that your signature food items will stay fresh and delicious all the way home.
Become a Broaster Operator
Interested in learning how Genuine Broaster Chicken can help you add signature menu items to your local or small chain restaurant, during a pandemic or not? Here’s how to become a licensed Broaster trademark operator.
The best part? We don’t require any franchise or licensing fees, so you get to keep all your own profits. And with Genuine Broaster Chicken, you get the competitive advantage using the word “broasted” vs. fried on your menu.
There are a lot of places serving fried chicken out there…but there’s only one Genuine Broaster Chicken.
Become An Operator
Bringing America’s Favorite Chicken to your customers is easy and profitable. Ready to become a licensed trademark operator?