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Segment Review
operations can generally be counted on for classic dishes. Big Boy appealed to this
consumer desire for consistency by rolling out a new menu that illustrates a stronger
commitment to its classic items. The menu also was pared down to make ordering easier.
Offerings now include the original Big Boy double-decker hamburger with 25% more beef,
hand-dipped onion rings, old-fashioned shakes, strawberry pie and an all-you-can-eat
breakfast bar.
Greater Focus on Appeal Throughout Different Dayparts
Many midscale operators have a heavy breakfast focus, offering breakfast fare
throughout the day. In 2001, though, several operators positioned themselves as
destinations for any meal period by running promotions that included menu options for each
daypart. Country Kitchen offered a “Big Ranch Steaks” promotion with steak dishes
appropriate throughout the day. Steak and eggs were touted for breakfast, while a steak
sandwich was available for lunch and a collection of sirloin steaks were menued for dinner.
Cracker Barrel also promoted offerings throughout the day, and even included
desserts, on its Web site.
MENU SAMPLER: CRACKER BARREL
Uncle Hershel’s Breakfast—two eggs cooked to order, choice of sugar cured or
country ham, hashbrowns or fried apples, and grits, sawmill gravy and biscuits
Roast Beef Dinner—show-roasted and served with mashed potatoes and gravy,
choice of two country vegetables, biscuits and corn muffins
Strawberry Shortcake—fresh-baked shortcake topped with two scoops of vanilla
bean ice cream, hand-picked strawberries and real whipped cream
Casual Dining Activity
Casual Dining in 2001: Pressure to Upscale Identity and Later a Need to
Emphasize Value
A number of casual-dining operators debuted revamped menus in 2001. Bertucci’s
hired Tony May, a fine-dining Italian operator, as a consultant to develop new dishes and
regional sauces. Planet Hollywood launched a revitalization program with a retooled menu
that showcased increased portion sizes and higher-quality items. American Café debuted a
new menu to capitalize on consumer interest in ethnic flavors and authenticity.
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© 2002 Menu Clips Annual Review 2002