Roy Rogers cranked up its menu with the new year, introducing two new menu items on Monday. Both are brisket based, a new ingredient at the chain. In addition, one marks a notable category expansion in the breakfast daypart. Executive Vice President Jeremy Biser is calling the chain’s new breakfast platform probably its most differentiating LTO in the past year or so.
The Brisket Burger Melt takes Roy Rogers’ popular juicy cheeseburger and tops it with grilled onions, shredded Smithfield brisket and a tangy barbecue sauce, served between two slices of toasted sourdough bread. Corporate pricing is $5.99, or $8.39 for a combo meal. It is available for lunch and dinner.
The Brisket Breakfast Skillet is a hearty breakfast meal consisting of Roy Rogers breakfast fries, scrambled eggs, sausage gravy, shredded Smithfield brisket, all topped with shredded cheddar cheese. Corporate pricing is $5.49, or $6.19 in a combo with coffee. It is available for breakfast.
Both of the products tested very well in consumer intercepts prior to systemwide rollout. They are being merchandised in-store and at drive-thru via menu boards, door and window clings, A-frame and spike signs, banners and other collateral, and off premises via radio (online and broadcast) and digital and social media. It is also being highlighted in the chain’s Door Dash offering.