RISE - Menu Monitor

Menu Positioning |
Checkers' quick-service menu features burgers, chicken and fish, hot dogs, fries and drinks. Its signature menu items include
the brand-new Big Cheesy Double, ¼-lb. Champ Burger, Checkerburger, Big Buford, NASCAR Burger, Fish Sandwich, Spicy
Chicken Sandwich, and All Beef Hot Dogs, with or without chili and cheese. Twelve value meals are offered and include fries
and a beverage. A kids’ menu is available. Menu prices range from $1.29–$3.09 for menu items and $3.59–$5.89 for value
meals. Checks average $4.
Expansion Plans |
Checkers Drive-In opened its first Minnesota store in West St. Paul on November 20. The new unit was opened with
franchisee Check of Minnesota Inc. (Franchising.com 11/26/07)
Promotion Plans |
Checkers Drive-In Restaurants Inc. has introduced a new promotion starring “Rapcat,” a puppet dressed in a basketball-style
jersey. In conjunction with the promotion, the chain distributed takeout bags that resembled the jersey and had cutaway holes
for legs and a tail, which allowed customers to dress their cats in the bags. Customers could shoot a video or digital photo of
the cats wearing the Rapcat Jersey Bag and then upload them onto a special website. Checkers has been criticized by the
animal services department of Florida’s Hillsborough County, where it is headquartered. The department said that stuffing a
cat into the bag was animal cruelty and that anyone doing so was subject to felony charges. The company stands by the
promotion and says that there is a warning on the bag. (Nation’s Restaurant News Online 3/05/07)
Checkers Drive-In Restaurants Inc. will offer Dale Earnhardt Sr. commemorative cups at its Rally’s Hamburgers and Checkers
locations. The cups will be available through the end of April. The 42-oz. cups tied into a documentary about the NASCAR
driver, entitled “Dale.” (Nation’s Restaurant News 4/24/07)
Menu Development |
Checkers introduced Steakhouse Double Cheddarburger, featuring a Double Cheddarburger with A.1 Steak Sauce, bacon,
lettuce, pickles and onions on a toasted sesame bun. The item is available for a limited time. (Company Website)
Checkers added a Western BBQ Cheeseburger, with BBQ sauce, American cheese and a battered onion ring. The item sells
for 99¢ at participating locations. (Company Website)
Checkers and Rally’s rolled out Chicken and Fish Screamer sandwiches for a limited time. The sandwiches are served with
sweet-and-spicy Screamer sauce, American cheese, lettuce, pickles and onions on a toasted sesame bun. Two sandwiches
are priced at $3. (Nation’s Restaurant News p20 3/12/07)
Checkers introduced three sandwiches for a limited time through the spring. The sandwiches, featuring a bacon double
cheeseburger, a cheeseburger and a bacon spicy chicken sandwich, are a part of the Southwest Ranch line. All three
sandwiches have a chipotle-ranch sauce. The chicken sandwich is not available at all locations. Prices vary at each unit.
(Nation’s Restaurant News 4/24/07)
Checkers added for a limited time an All-American Double Cheddar Melt, with two all-beef patties topped with grilled onions,
mayonnaise, Cheddar cheese sauce and American cheese served on toasted sourdough bread. Customers can also add
bacon to the item. (Company Website)
Checkers and Rally’s debuted the Big Cheesy Double, a double cheeseburger with American, pepper Jack and creamy
Cheddar cheese sauce, topped with diced red onions, pickles, ketchup and mustard and served on a toasted sesame-seed
bun. (Franchising Online 10/22/07)
Franchise Activity |
Checkers Drive-In Restaurants inked a deal with a franchise group to open five locations in Chicago over the next five years.
The franchisee expects to open the first store later this year. At one point, Checkers had 25 outlets in the state, 19 of which
were in Chicago. The majority of those units were closed in the 1990s. The chain currently operates one location in the city
and three elsewhere in the state. Checkers plans to open 100 new U.S. restaurants in 2007, mainly in the East and Midwest.
(Chicago Sun-Times 1/12/07)
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