Industry News | February 7, 2008

Mrs. Winner's Introduces Belgian Waffle Dishes

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Mrs. Winner’s® Chicken & Biscuits introduced its new Belgian waffles product line this week featuring its new Chicken & Waffles entrée and Breakfast Waffle Platter.

From a historical perspective, Chicken and Waffles originated as a unique meal offering during the Harlem Renaissance for jazz musicians and entertainers who craved a mixture of a breakfast and dinner after performing. Today, Chicken & Waffles has grown today into a distinct, dining favorite offered in restaurants nationwide.

The Chicken & Waffles product at Mrs. Winner’s comes with a warm Belgian Waffle, syrup & a choice of three marinated wings or two jumbo boneless strips. The product can be enjoyed by customers for breakfast, lunch or dinner.

"The Chicken & Waffles product is a unique marriage between our delicious fried chicken and our new Belgian waffle offering. It has a definite consumer appeal we believe will reintroduce consumers to our brand in a compelling way." said James Beasley, Mrs. Winners’ Chief Marketing Officer and co-owner. “Along with our Breakfast Waffle Platter, it clearly establishes our positioning to become the preferred destination for Belgian waffles across all dayparts.”

Prior to making the decision to roll out its new waffle offerings systemwide, Mrs. Winner’s conducted product testing in restaurants throughout Georgia. Consumer feedback was overwhelmingly positive about the new products.

The chain rolled out its new Waffle Zone product line—billed as the fast food industry's first Belgium Waffle program— with targeted advertising in the Atlanta, Memphis and Nashville markets. The new Waffle products are currently available in all company-owned Mrs. Winner’s locations and select franchise units.

"The introduction of Belgian Waffles and Chicken and Waffles is part of our overall strategy to provide our guests with best in class, new and innovative products" said Darryl Berry, Mrs. Winners’ Chief Operating Officer and co-owner. "As our customer base continues to grow, so does the variety of our customers' appetites and preferences. Chicken & Waffles, Famous Blend™ Premium Coffee and the Waffle Breakfast Platter along with our other tasty breakfast products provide our customers with one of the most robust breakfast offerings available. In addition, we are offering Waffles and Strips which includes our new fresh not frozen, marinated and hand breaded Jumbo Boneless Chicken Strips, another best in class product”.