RISE - Menu Monitor

Iron Skillet
Headquarters
6080 Surety Drive, El Paso, Texas 79905 USA
Tel: (915)779-4711 Fax: (915)774-7380
www.petrotruckstops.com
Ownership: Private
Segment: Full Service Family Style
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 120,000 119,000 122,000
Company-owned ($000) 79,000 78,000 72,000
Franchised ($000) 41,000 41,000 50,000
U.S. Number of Units 55 53 53
Company-owned 38 37 33
Franchised 17 16 20
International Sales ($000) - - -
International Units - - -
Average Sales/Unit ($000) 2,230 2,245 2,302
Concept Positioning |
Iron Skillet is a full-service chain of restaurants owned and operated by Petro Truck Stops. The chain specializes in homestyle
American cooking and serves all of its meals in an individually sized iron skillet. The concept caters largely to truck drivers and
motorists. All Iron Skillet restaurants are company-owned operations.
Restaurants are located in Petro Truck Stop travel plazas along national highways. Units are attached to Petro's gas and
convenience store properties. The average size of each restaurant is 3,500–4,000 sq. ft. with seating for 70–100 guests.
Décor is relaxed and casual with a traditional country feel. Telephones are at every booth and table for customer use. In
addition to a full menu, Iron Skillet offers an extensive buffet. Breakfast, lunch and dinner are served 24 hours a day, seven
days a week.
Petro Truck Stops operate across the country. The company founded its restaurant concept in 1975. Currently, more than 50
stores are open in markets across the U.S. Future expansion has not been disclosed.
Menu Positioning |
Iron Skillet restaurants feature a full-service menu in addition to a breakfast, lunch and dinner buffet that is open 24 hours a
day, seven days a week. Signature items include steaks, including its 24-oz. T-Bone and the "King of the Road" Chicken-Fried
Steak. Other favorites include burgers, fried fish entrées, chicken entrées, shrimp, sandwiches and chops. Popular breakfast
items include Chicken Fried Steak & Eggs, a selection of Three-Egg Omelets and its French Toast Combo. All meals are
served in an individually sized iron skillet. In addition to a regular full-service menu, Iron Skillet offers a buffet and soup, bread
and salad bar. Monthly food specials feature selected dinner entrées at a lower cost. Iron Skillet also notes net carb counts for
a few of its entrées for customers following a low-carb diet. Desserts include traditional offerings such as apple pie, ice cream
and strawberry shortcake. No alcohol is served. No kids’ menu is listed. Menu prices range from $3.99–$12.99 for entrées.
Checks average $10.
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