The venerable sandwich chain is aiming to reclaim its edginess and call attention to the concept’s birth in proudly eccentric Austin, Texas, by hatching this variation, which made its debut last month in the Atlanta area. The updated version is intended to appeal to millennials as well as members of Generations Y and Z.
The new riff promises the sort of food a customer might otherwise find in Austin’s booming food truck scene, including tacos and flatbread sandwiches stuffed with pulled pork, chorizo and shrimp. An array of beers will also be offered, and the prototype is spotlighting salads packed with Tex-Mex ingredients.
Customers can order at the counter, at a kiosk or via a drive-thru. Table service will be available for customers who want a second drink or something else to eat. Salads and sides are served in the dining room in permanent ware rather than in disposables.
The design is intended to make patrons feel they’re in Austin (a huge sign reads “Austin Burn and Bread”).