RISE - Menu Monitor

Farmer Boys
Headquarters
3452 University Avenue, Riverside, California 92501 USA
Tel: (951)275-9900 Fax: (951)275-9930
www.farmerboys.com
Ownership: Private
Segment: Limited Service Hamburger
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 79,500 69,500 56,000
Company-owned ($000) 19,500 16,000 18,000
Franchised ($000) 60,000 53,500 38,000
U.S. Number of Units 55 50 45
Company-owned 15 10 11
Franchised 40 40 34
International Sales ($000) - - -
International Units - - -
Average Sales/Unit ($000) 1,500 1,450 1,425
Concept Positioning |
Farmer Boys is a limited-service, quick casual restaurant chain promising “Fresh Food…Fast." The restaurant strives to offer
the variety, service and atmosphere of a full-service restaurant while providing the convenience of a fast-food outlet. The menu
features a classic menu of breakfast, appetizers and entrees. Farmer Boys is the privately held owner of the chain and
operates a mix of both franchised and company-owned units. Farmer Boys has nearly 60 locations throughout Southern
California, 75% of which are franchised
Units are large and freestanding and feature drive-thru service. Upon entering a Farmer Boys unit, guests step up to a service
counter and place their order before seating themselves. Within five to seven minutes, the order is brought directly to their
table. All Farmer Boys occupy up to 3,000–3,200 sq. ft. of space, are open daily for breakfast, lunch and dinner, and offer
customers the option of phoning in their orders for pickup and takeout—a service especially popular with its lunch crowd.
Company president Demetris Havadjis and his brothers opened the first Farmer Boys restaurant in Perris, CA, in 1981. By
1997, the concept had grown throughout Southern California. Franchising began in 1998, and will continue to fuel growth for
the chain.
Menu Positioning |
Farmer Boys' menu offers over 65 items for breakfast, lunch and dinner. Options for breakfast include hotcake plates, 3 Egg
Breakfasts, various omelets, breakfast sandwiches and breakfast burritos. Recent menu additions include its Farmer’s Go
Bowls, which include The Farmhand Bowl and The Sausage, Biscuit and Gravy Bowl. Appetizers feature salads, soup and
chili. Lunch and dinner items include chili, salads, burgers, sandwiches, melts, burritos and dinner plates, as well as the
Alaskan Pollock Fish. Signature items include Tuna Salad, Bacon Cheeseburger, Harvest Turkey or Ham sandwiches, Patty
Melt and Golden Fried Shrimp dinner plate. Three made-to-order chicken salads were recently introduced: Farmer’s Chopped
Cobb, BBQ Ranch and Crispy Chicken Tenderloin salads. Side items include Chili Cheese Fries, Crispy Zucchini, and Giant
Onion Rings. Available beverages are soda, milk, juice, coffee and hot tea. Shakes are also featured, in vanilla, chocolate,
strawberry and pineapple flavors. A “Little Farmhand” kids’ menu is also available and features hot cakes, burgers, chicken
strips and hot dogs. Menu prices range from $2.29–$7.49. Checks average $8.77.
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