Industry News | April 5, 2012
Full-Serve Flying Biscuit Tries Quick-Serve Menu
Full-service restaurant The Flying Biscuit Café has launched a quick-service menu to better meet the needs of its A.M. customers.
“According to the National Restaurant Association, two out of every five Americans are not dining in restaurants as often as they would like due to time constraints, so we decided to cater to them with this express menu,” says Brent Fuller, Flying Biscuit’s brand leader.
The 13-location Atlanta-based chain launched its ‘On The Fly’ menu two weeks ago at its corporate store in Atlanta. If successful it will be rolled out throughout the chain to the 12 franchised restaurants, and will be tested at two of them in the next few weeks.
The Flying Biscuit designed the 20 quick-serve menu items to get to customers within five minutes. They include breakfast biscuit sandwiches, breakfast bowls (grits with eggs and either turkey bacon or chicken sausage), and a yogurt parfait. About a quarter of the menu items are brand new to the chain.
“When those [quick serve] tickets are rung up they are high priority,” Fuller says. “And it’s all fresh made to order; it’s not sitting under a heat lamp.”
Combos are expected to both speed up service, increase ticket averages, and provide value to the customer. Any side order (such as potatoes, grits, or fruit) can be made into a combo order for $2.50 with a drink, which means the drink is free, Fuller explains.
But prices overall are slightly lower than dine-in prices due to the items that are offered. But, adds Fuller, “we’re trying to increase the frequency of the morning commuters so we’re trying to have diverse pricing.”
Those prices range from $1.89 (an egg and cheese biscuit) to $5.99 (a smaller version of the chain’s shrimp and grits—its most popular entree).
Ordering from the new menu is easy. Each Flying Biscuit location has a bar at the front of the restaurant so customers can enter and order immediately. The quick-serve menu hangs directly above the counter, or for consumers with more time, the regular to-go menu is available.
To market the new quick-serve menu, The Flying Biscuit dropped 1,000 cards at local businesses, offering a free sausage biscuit “just to get them to come in.” Coming up soon will be a push on Facebook and Twitter, a local mailing and maybe signage outside the restaurant.
By Amanda Baltazar
Food & Beverage
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