Industry News | April 11, 2013

Back Yard Burgers Goes Bigger, Better for Newest Item

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Nashville, Tennessee-based burger chain Back Yard Burgers announced the launch of its noticeably thicker and juicer “Bigger, Better Burger”, a 1/3-pound premium chargrilled Black Angus patty with choice of add-ons, including American cheese, Swiss cheese, hot Pepper Jack cheese, Cheddar cheese, coleslaw, chili, bacon, sautéed mushrooms, and jalapeños.

The new burger is a permanent addition to the menu.

Back Yard Burgers, which was founded on the premise of using only premium-quality ingredients, uses no additives; the only ingredient is domestically sourced Black Angus Beef, the best USDA-inspected cut of meat.

All burgers and sandwiches are made to order, topped with only fresh ingredients and served straight from the grill.

The chain’s company-owned locations are also reintroducing the Classic Seasoned Fries, which are crispy on the outside, fluffy on the inside, and always piping hot. 

“We believe guests will be as excited about the introduction of the Bigger, Better Burger as we are,” says CEO Dave McDougall. “Not just because it’s a great bang for your buck, but also because it’s the most delicious and most premium burger available in the segment. And our Classic Seasoned Fries? Well, we listened to our guests, and they are back … in a big way.”

A TV commercial will support the launch of the new premium burger in addition to in-store point-of-purchase, Back Yard Burger eClub member offers, and print support featuring offers for guests.

“It’s always a challenge to adequately communicate and promote the uniqueness of a food offering as common as the burger,” says, Monte Jump, CMO. “But we think we’ve captured the size, taste, and freshness of the Bigger, Better Burger in our newest TV spot, and we are looking forward to extending special offers for the launch to our guests through our eClub and print support in the marketplace.”

Both launches come under the new direction of McDougall, who took leadership of the 83-unit chain in January.