Industry News | January 16, 2009

Bob Evans Targets Youth with BOBurrito Launch

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Bob Evans now offers a new twist on the breakfast burrito -- the BOBurrito. Priced at $5.99, the BOBurrito is stuffed with eggs, shredded pepper jack cheese, diced onion, and the choice of two fillings: Meat Lovers'(crumbled sausage, diced ham, and bacon pieces) or Western (diced ham, green and red peppers). It's garnished with Bob Evans' new queso sauce and topped with diced tomatoes and scallions.

Throughout the winter promotion, consumers can add a side of home fries to their BOBurrito for only $.99.

In addition, Bob Evans is spreading the word about BOBurritos with a five-stop college campus tour, a new Facebook fan page, and a new microsite where customers have shared video Taste-a-monials. You can also find a movie trailer contest at, where customers can submit their homemade short-reel odes to BOBurrito.

"Social media tools like Facebook and Twitter are how people communicate today," says Mary Cusick, senior vice president of marketing. "We think it's the best way to reach a new customer base than we're used to, gain some insight into that demographic, and hopefully introduce a new generation to the Home of Homestyle."

Christopher Shanahan, an analyst from Frost & Sullivan who covers Bob Evans, thinks the company stands to benefit from the move.

"Bob Evans has traditionally attracted an older consumer base, so a younger audience is a tremendous growth avenue for them," he says.

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