June 19, 2013

Industry News | February 12, 2013

Back Yard Burgers Debuts First-Ever Fish Sandwich

Just in time for the Lenten season, Back Yard Burgers is adding a meat-free option for its guests, the Bold and Crunchy Fish Sandwich, available through March 31, 2013, at all of Back Yard Burgers’ 83 locations.

The new fish sandwich—the first systemwide fish sandwich for Back Yard Burgers—is a crunchy tortilla-crusted tilapia fillet, topped off with a blackened creole mayo and served up on a toasted roll.

“We are so pleased to offer our guests the first fish sandwich in our 25-year history,” says Back Yard Burgers chief marketing officer, Monte Jump. “We believe that we are offering our guests the best fish sandwich in the marketplace.”

The spring menu promotion will also include a new chicken sandwich. Following Back Yard Burgers’ tradition of limited-time offerings with bold flavors, the Spicy Chicken sandwich is a tender chicken fillet seasoned with a kick.

Both sandwiches are available as a combo, including a regular fry and drink, and are made to order.

E-club members, and those customers that sign up for the e-club, will receive special offers on the limited-time menu offerings, including a Spicy Chicken sandwich combo for just $4.99 (regular price $5.49) and The Bold and Crunchy Fish Sandwich Combo for just $5.99 (regular price $7.49).

The LTOs will be supported with 15- and 30-second TV commercials.