Special Report

2010 QSR 50

Bojangles’

31Confident that fans need just a nudge to crave the fried chicken and biscuits that have been its nearly exclusive focus for 33 years, Bojangles’ is rolling into longtime markets with new marketing, a new look, and new locations. A Bojangles’ RV set off this spring on a South Carolina store tour, with price rollbacks at every stop. Meanwhile, headquarters used social media to foster connections. Renovations are under way, as is a franchising push.

Culver’s

32Buttered ground beef and high-fat frozen custard are hardly me-too products for a quick-service burger chain. So it shouldn’t be a shocker that Culver’s new lures include a sandwich of slow-roasted brisket dressed with barbecue sauce. The home of indulgence conceded to the segment’s price pressures by offering value meals as LTOs. But the focus has largely been on products distinct to the concept, like a BBQ ButterBurger, promoted through social media.

Papa Murphy’s

33The new owner of the Papa Murphy’s take-and-bake pizza concept said it’s not about to up-end the pie. Even before it took title of the chain, Lee Equity Partners indicated it would maintain existing management and continue the expansion blitz that brought 83 openings last year. “We are very excited about the expansion possibilities into areas of the country where they have little or no presence today,” says Lee Equity president Thomas H. Lee.

Jimmy John’s

Jimmy John’s

34At Jimmy John’s rate of product development, the next menu addition should come sometime in 2013. “We don’t rely on gimmicks, promotions, and new menu additions to fool people into coming in and buying our sandwiches,” founder Jimmy John Liautaud said when the Ultimate Porker sandwich was introduced last winter, breaking a four-year R&D hiatus. Meanwhile, the system keeps growing at the rate of 150-plus units per year—80 percent of them opened by existing franchisees.

El Pollo Loco

35With a menu sporting more than grilled chicken-on-the-bone, El Pollo Loco is pursuing a new look. The franchisor said this spring that it would develop a “compelling” prototype with a lower investment cost than the existing format. The new look will be adaptable to a variety of sites, and for the new sandwich line or steak.

Baskin-Robbins

36Baskin-Robbins wants consumers to realize there’s more to the concept than 31 flavors. Like options that ease patrons’ fears they’ll be candidates for next season’s Biggest Loser. This year brought extensions of the scoop king’s lighter Brighter Choices line, described in terms like “premium churned,” “no sugar added,” and “reduced fat.” The efforts to expand the brand’s appeal coincide with the appointment of a new marketing director, Brian O’Mara, previously of McDonald’s.

Del Taco

37Competing with a marketing loudmouth like Taco Bell has to be tough for Del Taco, a chain less than a tenth the size of the segment’s Big Enchilada. The distant also-ran tried to stay on value hunters’ minds by showcasing new bargains, including a $1.49 soft taco kicked up Santa Fe–style with a salsa of roasted corn and black beans. A shrimp taco, replete with lime wedge, was dangled briefly for $1.89.

CiCi’s Pizza

38In January, CiCi’s Pizza recast its marketing department as the Brand Value Group, run by a chief brand value officer answering to the CEO. In a segment known for deal-making, the chain wants to be the outstanding bargain. But how do you claim that niche when pies are selling for $5? CiCi’s is using its buffet as the pitch, alerting consumers they can access the pizza and salad spread for “5 bucks and change.”

Boston Market

39Boston Market may not be ready to get rid of its home-meal replacement strategy, the label it claimed (and coined, to much scorn) when it started growing. But after making its name with chicken dinners and homestyle sides, the brand is eyeing new turf. Rotisseries, a kitchen signature, now share space in some locations with fryers, which open the menu to french fries and chicken fingers. Experimental condiment bars sport tortillas and salsas. And a lunch push is under way.

White Castle

40Now that everyone’s doing sliders, White Castle is touting the romance of its concept, one of the industry’s first quick serves. Among its more-talked-about offerings of the last few months was a candle that gave off the aroma of the chain’s signature mini-burger. Other attention-getters include the annual transformation on Valentine’s Day into a full-service concept with menus and tablecloths.

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Comments

estan las 50

Expansion is a good move especially in recession. Bravo

QSR should do their own homework and not rely so much on Techomic who obviously didn't do their homework either.According to the March 2011 Quiznos FDD, Item 19, actually a NET of 911 stores closed in 2010 with 265 new openings, 47 terminations 3 acquired by Quiznos, 1 non-renewed and 1,125 stores closing with a 2010 year end store count at 2,772.Techonmic was also WAY off on Per Unit Sales!!! Try $349,161 GROSS average sales according to the FDD and 60.6% of the stores opened at least 12-months was actually below that average!! Given the HEAVY couponing and lack of marketing in 2010, discounts averaged around 12% for the system.

QSR should do their own homework and not rely so much on Techomic who obviously didn't do their homework either.According to the March 2011 Quiznos FDD, Item 19, actually a NET of 911 stores closed in 2010 with 265 new openings, 47 terminations 3 acquired by Quiznos, 1 non-renewed and 1,125 stores closing with a 2010 year end store count at 2,772.Techonmic was also WAY off on Per Unit Sales!!! Try $349,161 GROSS average sales according to the FDD and 60.6% of the stores opened at least 12-months was actually below that average!! Given the HEAVY couponing and lack of marketing in 2010, discounts averaged around 12% for the system.

Thanks for these infos. Hurray! someone who is really showing the main point.

Why didn't my comment get added? I am confused. I said that the amounts that they produce are huge.

These food made me mouth-water just this moment. Haha!

There are some scary numbers in there if you have a look at how much these guys produce. It is scary when you think of it.

Whats happening with Applebees?

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