BJ’s Restaurant & Brewhouse launched 10 new menu items this summer, all targeted to meet the rising expectations of consumers eager to dine out.
“It’s a summer of 2023 phenomenon,” said Putnam Shin, chief growth and innovation officer for the Huntington, Calif.-based casual-dining chain. “We saw that the readiness was there on the part of consumers for out-of-the-home experiences, and we had to be responsive, getting items out faster. Menu innovation gives guests a reason to come out to your restaurant.”
While there’s good reason to offer innovation in every season, the summer of 2023 is especially primed, Shin added: “School is out, people are going on vacation and the time is ripe for innovation. Plus we’ve noticed that people seem willing to spend.”
Travel data backs that up, as 85% of Americans plan to travel this summer—up 5% from 2022, according to the “Summer Travel Survey & Trends 2023” report by The Vacationer, an online travel resource. And 42% expect to travel more than last summer.
Menu developers are also still playing a bit of post-pandemic catch-up. Most core menus shrank during the COVID years, and restaurants are building them up to meet consumers’ demand for innovation. In addition, they’re turning to limited-time offers to add excitement with lower investment.
“Core menu offerings retracted during the pandemic, but chains are increasingly turning to LTOs to innovate,” said Lizzy Freier, director of menu research and insights at Technomic, a sister company of Restaurant Business. “Limited-time offers are less expensive than launching new permanent menu items.”
Indeed, there’s been a steady increase in LTO launches over the past five years, with 2023 seeing a significant spike at the start of summer.
Here’s how chain restaurants are heating up their menus to make seasonal sales sizzle.
What makes a traffic-builder?
Items that draw in customers drive incremental traffic, according to LTO consumer surveys by Technomic, and that’s what BJ’s was aiming for with its summer menu releases.
Restaurant visits in the second quarter suggest that consumers are ready to re-engage in discretionary spending this summer, per Placer.ai’s Q2 2023 Quarterly Index, which analyzes location and foot traffic data. By the last two weeks of June, visits rose 4%.
Although visits are up, customers are spending judiciously, especially in casual dining. Shin’s goal was to deliver a unique value proposition along with a unique experience.
The chain’s Peanut Butter S’mores Pizookie aims straight at that sweet spot. The riff on the chain’s signature Pizookie ties into the summer nostalgia of roasting marshmallows over a campfire. It features a Ghirardelli triple chocolate cookie topped with peanut butter, roasted marshmallows and vanilla bean ice cream. “People don’t have the patience to perfectly roast marshmallows, but we deliver that experience to them,” said Shin.
Shin’s LTO goal of “making the familiar extraordinary” also comes to life with the BJ’s shareables, such as its Hickory Brisket Nachos, which bring summer barbecue flavors to a craveable dish. The Big Twist Pretzel with BJ’s Beer Cheese features a warm oven-baked pretzel served with dips of honey mustard and the chain’s beer cheese made with its signature Brewhouse Blonde beer.
But the “experience” factor is magnified with the summer cocktail selection. Seasonal produce stars in the White Peach Boba-Rita, made with peaches and strawberry tapioca pearls that embrace the bubble tea trend. There’s also a Watermelon Margarita with a spicy Tajin rim. But the showstopper is the Grand Patron Margarita that is “garnished” with a mini bottle of Grand Marnier.
“The guest flips it upside down, and when you drink about one-fourth of the cocktail, the Grand Marnier starts dripping into the drink for a real ‘wow’ moment,” said Shin.
“We see the most traffic in the warm weather months, and Mexican flavors align with the summer vibe.”
LTO launches dipped a little last year at full-service restaurants like BJ’s, according to Technomic, but Shin expects to continue to accelerate menu innovation to attract new guests and entice regulars.
Katy Velazquez, executive chef at San Diego-based Qdoba Mexican Eats, is likewise upping the innovation. “We have a lot of restaurants in the middle of the country where cold weather can keep people home,” she said. “We see the most traffic in the warm weather months, and Mexican flavors align with the summer vibe.” Fast-casual Qdoba shifted its launch window to include an extra item, debuting three new products for summer, to drive frequency.
Menu activity accelerates
Jackson, Miss.-based Newk’s Eatery has a lot of LTOs coming out this summer, said CMO Denise Pedini. “After COVID, chains were eager to get guests back in the door and it became really competitive in the fast-casual space. LTOs drive traffic.”
She added that Newk’s locations are built with patios, inviting guests to dine outside as the weather warms up. And with many units located in the South, diners are also seeking refuge in air-conditioned comfort once the summer heat intensifies.
The more LTOs on the menu, the more frequently guests come in the door, she added. “We planned ahead to release more limited-time offers this summer, starting June 28, and honed in on fresh ingredients, especially fruit and avocado,” said Pedini.
The Summer Selects Lineup includes a Green Goddess Salad, Watermelon Feta Salad, Chicken Avo Club Sandwich and Lemon Cake. The Green Goddess Salad, a combo of chicken, romaine, bacon, grape tomatoes, cucumbers, feta, avocado and green onions with scratch-made green goddess dressing, is the No. 1 seller of summer.
The concept is also known for its cakes, which are baked fresh every day and shipped to close to 100 Newk’s locations. The fluffy lemon layer cake with lemon glaze boasts a bright flavor and light texture that fits the season.
“We look at the trends, but it has to fit with our brand. We wouldn’t do a fried chicken sandwich, for example, since we don’t have fryers.”
“When we introduce new items and LTOs, our goal is to attract new customers but stay true to our roots,” said Pedini. “We look at the trends, but it has to fit with our brand. We wouldn’t do a fried chicken sandwich, for example, since we don’t have fryers.”
Newk’s did consider the hot honey trend a good fit and launched a sandwich and pizza in January flavored with the wildly popular condiment. “It attracted new customers but also appealed to our fans,” said Pedini.
Filling the gaps
El Pollo Loco has a core menu item—fire-grilled chicken—with a flavor profile that’s a natural fit with barbecue season. Salads are also in demand during hot weather, so this summer, the Costa Mesa, Calif., brand is focusing on two line extensions of that signature chicken: the Classic Double Chicken Salad and Street Corn Double Chopped Salad.
“Salads are a major platform of innovation and require shorter R&D, so we do them more frequently,” said Kat Garcia, VP of marketing for the 490-unit fast casual.
Both salads feature a double serving of fire-grilled chicken. The Classic also includes avocado, pepitas, spinach, lettuce, super greens and pico de gallo, tossed with housemade creamy cilantro dressing. The Street Corn version includes avocado, roasted corn (a summer favorite), cilantro, queso fresco, lettuce, super greens, chili lime seasoning, pico de gallo and the same dressing.
Limited-time offers like these drive both transactions and check averages, said Garcia.
But El Pollo Loco is also honing in on catering and group meals to coincide with the bump in gatherings during the summer. “We fast-tracked and reinvigorated our commitment to catering because we saw a menu gap there and an opportunity to build sales,” said Garcia. “Catered group meals are more expensive and drive checks.”
The chain introduced an expanded catering program that targets any occasion, from individual lunch boxes to an eight-piece Summer Family Meal of fire-grilled chicken, sides and tortillas, to much larger spreads for bigger group get-togethers.
On the full-service side, Cracker Barrel is also leaning into catering this summer, taking advantage of the rise in travel, vacationing and gatherings. “Summertime is more of an opportunity for friends and family to share meals, and that’s why Cracker Barrel decided to make additions to its catering and breakfast menus,” said Thomas Yun, VP of culinary innovation for the brand.
For summer, the Lebanon, Tenn.-based chain added a Sirloin Steak Tips Catering Bundle, Barrel Cheeseburger Slider Platter and Sirloin Steak Tips n’ Tenders Family Meal Basket. Except for the slider plater, all come with a choice of sides, including seasoned corn on the cob, as well as biscuits or corn muffins. The sliders are positioned to “leave the grilling to Cracker Barrel this summer.”
The family-dining chain also noticed that guests are brunching more, said Yun.
Cracker Barrel kicked off its push into brunch in June with a “Brunchin’ at the Barrel” pop-up at the Bonnaroo Music & Arts Festival, where attendees got to try the chain’s new Pancake Tacos. Following that, Yun introduced dishes that position brunch as an “experience that’s more than a meal,” also tapping into the experiential trend. Included in the lineup are the Biscuit Benny, a take on eggs Benedict topped with hollandaise and a tomato-green onion blend, and Steak n’ Egg Hashbrown Casserole. A bloody Mary joins the morning cocktail selection.
“We see guests hosting celebrations such as birthday parties, baby showers and anniversaries during the brunch hours,” said Yun. “Our menu options appeal to a variety of tastes that make getting together easy so hosts can enjoy the gathering as much as their guests—and clean up easier.”
Banking on nostalgia but staying on trend
The 60-unit Anthony’s Coal Fired Pizza & Wings pays a lot of attention to consumer trends when developing new menu items.
“This is the summer of nostalgia,” said Cindy Syracuse, CMO of BurgerFi International, Anthony’s parent company. “The release of movies like Barbie and Indiana Jones set the stage for our retro theme.”
Anthony’s developed food and drink selections that transport customers back to past summers, said Syracuse. “Barbecue is a taste memory associated with summer, and our Sweet Caroline BBQ Chicken Pizza and Wings both feature a new sweet and spicy barbecue sauce.” The same sweet-heat trend flavors a new cocktail, Mike’s Hot Honey Margarita.
“Last summer, there was more of a focus on loyalty, but this summer, it’s about menu innovation.”
To promote the theme, Anthony’s launched an Instagram filter with a retro vibe so diners can post nostalgic-looking photos on social media.
“Last summer, there was more of a focus on loyalty, but this summer, it’s about menu innovation,” said Syracuse.
The 60-location Fort Lauderdale, Fla.-based chain also added “Pranzo Pairings” for those who like to eat lighter in hotter weather. Guests can pair any combination of soups, salads and sandwiches for lunch.
“We are rebuilding our lunch menu after COVD, giving lunch an Italian twist,” said Syracuse. “The goal is to have new menu news along with old favorites and stick to tradition.”
Hot honey is definitely a hot trend this summer, and both the margarita and Sweet Caroline pizza are building traffic and incremental sales. “People boost their checks by ordering the hot honey wings along with the pizza,” said Syracuse.
Some chains are reaching into the past to resurrect the signatures and promotions that helped build their brand. Outback Steakhouse is embracing the sweet heat trend with a limited-time menu of shrimp, chicken and a margarita, all flavored with house-made hot honey. But the Tampa, Fla.-based casual-dining chain is also bringing back guest favorites with a few updated tweaks.
“Our goal with menu innovation is to stay relevant to current customers but also attract new guests,” said Becky Boyd, director of menu innovation and strategy at parent company Bloomin’ Brands.
Outback asked regulars what they would like returned to the menu, and votes poured in for the Wedge Salad. Boyd and her team refreshed the classic by topping the crisp wedge of iceberg lettuce with tomato, red onions and bacon, along with the traditional blue cheese dressing; a balsamic glaze finishes it off.
Also back by popular demand are snow crab legs paired with a filet for a fresh take on surf and turf. “We upgraded the quality of the filet with a barrel cut and put an Outback spin on it,” said Boyd.
Unique LTOs differentiate a brand from its competitors, according to Technomic, and that can encourage purchase. Outback’s limited-time Tim Tam Sundae offers that exclusivity, connecting to the chain’s Aussie DNA. The dessert is based on the Australian Tim Tam bikkie (cookie) and features vanilla ice cream, cookie crumbles, honey caramel popcorn and chocolate, caramel and whipped cream toppings.
Next out of the pipeline
Although there’s still the risk of recession, many forecasters are painting a more positive economic outlook than earlier in the year. And the operators interviewed for this piece agree that menu innovation will keep pace as we move into fall and the holiday season.
“Every season offers a different kind of innovation,” said BJ’s Shin.
BJ’s Chicken Tortilla Pasta is now in its “beta” phase, available for delivery only with a plan to roll it out in the fall. “It’s what happens when chicken tortilla soup meets pasta, and it’s gotten great feedback so far and become a talking piece,” said Shin.
Newk’s is relaunching roast beef sandwiches for fall, a best-seller pre-COVID that was cut from the menu because of costs. “It is a Newcomb family recipe,” said Pedini, referring to the fast casual’s co-founder and current CEO, Chris Newcomb. “Beef was not in great supply and more expensive during the pandemic, so we eliminated the sandwich, but it will be back on the menu permanently.”
El Pollo Loco is “spending a lot of time in the flavor space, focusing on flavors that reinforce our Mexican heritage,” said Garcia. The tremendous success of the chain’s birria is pushing innovation in that direction, looking at items with authentic roots, like pork carnitas.
And Qdoba is bringing back fan favorites, “the most requested items on social media,” said Velazquez.
While menu launches typically slow down a bit in August, releases ramp up again in fall for the holidays, said Technomic’s Freier.
Boyd confirms that prediction for Outback: “We will end the year with the best of the best.”