As diners become even more discerning, many QSRs are expanding their offerings to include non-traditional crossover menu items, taking a notable departure from their brands. This comes at a time when restaurant experiences are vital to loyalty and traffic, and a shift in menu can help operators reach a larger fan base, attract attention on social media, and raise revenues.
Here are some of the unexpected menu crossovers taking place so far this season:
Earlier this year, Papa John’s ventured into a new territory, adding sandwiches to the roster. The oven-toasted sandwiches are available in three options: Philly Cheesesteak, Chicken Bacon Ranch, and Steak and Mushroom. “This launch is more than a new menu item – it’s a statement about where our brand is headed,” said Shivram Vaideeswaran, Senior Vice President of Brand Marketing at Papa Johns.
Subway Canada has introduced the SubDog™, a first for the chain, recently launching the footlong hot dog made with all-beef. Customers can continue to enjoy Subway’s signature build-your-own experience, combining Schneider’s hot dog with freshly baked bread and fully customizable toppings. The Subdog comes during a busy sporting event season, offering the restaurant’s take on a stadium staple.
Crumbl Cookies has expanded their meu to include the very trendy dirty soda drinks, heading outside of their regular cookie and baked goods menu theme. The dirty soda menu includes 10 popular combinations, along with over 40 variations of bases, syrups, and creams to create customizable beverages.
RELATED: Merchandise and innovation new to today’s restaurant marketing
What do operators need to consider when adding crossover menu items?
Menu innovation is key to differentiation for restaurateurs in such a crowded market, but there are a few things that operators need to consider before adding crossover items to the menu:
- Be careful not to dilute your brand or confuse existing customers. If the menu departure is too great, customers who love what you are already offering can be turned off.
- Adding unfamiliar ingredients can complicate your kitchen operations, strain staff, and slow down service. Train staff thoroughly, and cross-utilize ingredients to best manage your inventory and operations.
- Inserting too many additional items without removing any can make your menu bloated, tougher to execute, and can increase food waste. When adding menu items, consider replacing some lower margin or lower performing dishes to help balance your costs while you test out the success of those dishes.
Menu innovation can be enhanced with crossover items, attracting a new set of customers, reengaging regulars, and standing out from the competition, but a thoughtful business approach is required for restaurant operators to raise revenues and build the business.
Image courtesy of Subway.
