Industry News | January 8, 2011

Burritos, Burrito Bowls to Join Gold Star Menu

Gold Star Chili announced the addition of two new items to its menu: Cincinnati-style burritos and burrito bowls. Both items have been tested in select stores over the past several months and based on their sales success, Gold Star will introduce them as permanent menu items with a new promotional campaign that begins January 10.

The designation “Cincinnati-style” refers to the Mediterranean spice profile that distinguishes Cincinnati-style chili, the city’s hometown dish. Gold Star has used this flavor profile to season the rice featured as a key burrito ingredient, hence the description as Cincinnati-style burritos. Additionally, in test stores, the preferred protein filling for burritos was Gold Star’s Cincinnati-style chili.

Other burrito options are: veggie chili, Tex Mex chili, grilled chicken, and crispy chicken. Burritos are custom-built to customer specifications with additional ingredient options that include shredded cheddar cheese, beans, lettuce, tomato, sour cream, black olives, onions, jalapeños, and Gold Star’s special Firehouse sauce. These huge, custom-made burritos are value-priced at $5.99 and are also available in a burrito bowl option for customers who prefer the ingredients without tortilla wrap. As an introductory offer, large soft drinks are only $1 with any burrito or bowl order.

Gold Star Chili vice president of marketing and brand development Charlie Howard says that these new burritos are the first of several new product introductions planned for 2011.

“We see new products that feature or complement our signature Cincinnati-style chili as the key to sales growth in 2011,” he says. “These new products enable us to expand our menu variety without compromising our position as a neighborhood chili parlor or cannibalizing our core product line. Test stores indicated that burritos and other new products in test resulted in increased dining occasions rather than replacing our core customers’ regular, ritual Cincinnati-style chili order.”

Gold Star Chili’s new burrito line will be introduced with a six-week advertising campaign utilizing television, radio, billboards, and digital and social media elements.