When Joel Reynders was hired as VP of culinary and executive chef at Bar Louie last May, he noticed some gaping holes in the menu.
The casual-dining chain has always attracted a big happy hour crowd, known for its well-crafted cocktails, popular bar bites and high-energy vibe—all at a value price. But consumer research revealed that guests were leaving after one or two drinks and going elsewhere for dinner.
Reynders came to Bar Louie as a casual-dining veteran, including stints at Darden, Red Lobster, Ruby Tuesday and Tijuana Flats. But he knew from the get-go that the 67-unit Bar Louie “will always be a bar first,” and started revamping the menu without losing sight of the concept’s DNA. In a recent MenuFeed podcast, Reynders described some of the changes he’s made and where he’s taking the menu next.
Filling the lunch “meal period” gap
Instead of focusing on adding specific menu items, Reynders tackled “meal period gaps.” Lunch was a big one.
“Some regulars love the atmosphere of Bar Louie so much, they wanted to come in for lunch, even if they weren’t ordering a drink. But we really didn’t have lunch-appropriate food,” he said.
So Reynders developed a new $9.95 lunch menu with 10 items that could get customers in and out in about 30 minutes. It features wraps, salads and soups—all at fast-casual pricing with full, sit-down service.
Lunch business is up more than 10% since the menu rolled out, he said.
Boosting dinner traffic with “Main Plates”
To move happy hour customers from the bar to the dining room, Reynders created a collection of chef-driven entrees called “Main Plates.” “Too much innovation is polarizing for Bar Louie guests, so with the Main Plates, we focused on approachable food, big flavor and beautiful presentation,” he said.
Creating a balance of proteins across the board was another goal, so Reynders added two new salmon dishes. Citrus Grilled Salmon is very straightforward, he said. It’s served with roasted asparagus and baby gold potatoes; Reynders calls it a “safe dish” for less adventurous eaters.
But he didn’t throw innovation into the compost pile. The second prep takes salmon to a spicier level by combining Cajun seared shrimp and salmon. “The salmon fillet and big, jumbo shrimp are seared with blackened seasoning, then the sauce is built in the saute pan, enriched with beurre blanc,” Reynders explained. “It’s flavorful but not too spicy, because all the food has to play well with our beverage program of hand-crafted martinis and cocktails. Bar Louie’s food should complement, not overpower the drinks.”
The Cajun salmon became the No. 1 best-selling entrée in that category soon after its introduction. Other additions to this menu section include Shrimp and Grits, Parmesan-crusted chicken, Steak Frites and Truffle Mushroom & Asparagus Flatbread.
Adding on-trend bar bites
Although the happy hour menu offered a wide selection of bar food, Reynders also noticed some gaps. “There are trends guests are looking for and if you don’t have them, it can be a decision-maker,” he said.
So he added craveable nibbles such as fried cheese curds and truffle fries. The truffle fries were “borrowed” from the new Steak Frites entrée on Main Plates, and they transitioned easily into a standalone appetizer at the bar. Coming up next year are new dips and flatbreads.
Traditional happy hour runs from 3 p.m. to 7 p.m., but there’s also a late-night happy hour that’s popular with shift workers.
Building a bigger, better burger
When Reynders arrived, Bar Louie was serving a 6-ounce burger, a pretty good size for the average diner. But the 2023 guest was looking for value, and he worked to make that happen.
“You have to charge what you’re going to charge,” he said, referring to how every restaurant has raised menu prices to improve margins. But if you deliver that value on the plate and customers are happy with what they’re paying for, that equates to value, in his view.
He took up the burger size to eight ounces and upgraded the quality by sourcing 1855 Black Angus Beef, a premium product known in culinary circles to provide a top eating experience. The chain’s long-running Burger Tuesday special is now available all week from 3-6 p.m., Monday through Friday. For $8, guests get to choose from one of the signature craft burgers accompanied by fries or tots.
Expanding brunch into more time slots
Bar Louie offers weekend brunch at most locations but is testing expanding brunch into Fridays and Mondays, in connection with the lunch menu, to build traffic. The reason, said Reynders, is that the customer base covers people who work hours other than 9 to 5, including a big push from industry workers.
Targeting the “sweet spot” on menu price
Entrees start at $19 and go up to just under $30. The entry point is below $20 and capped at $29 for the Steak Frites, which features a 12-ounce strip steak. “We’re not trying to compete with the steakhouses, but added this item to counter the veto vote,” Reynders said. This item would run above $30 in other casual dining concepts.
Affordability is as important as approachability for Bar Louie. Burgers are in the $11-$15 range and bar bites are priced as low as $9. The goal is to offer variety on pricing to accommodate everyone’s personal experience.
Coming up next
Reynders is planning to work more closely with Ian Welby, Bar Louie’s VP of beverage. Welby crafts inspired seasonal cocktails and rotating martinis of the month, and there is more that can be done to play up food and beverage pairings.
Wine pairings are another area poised for growth. When the Main Plates entrees were introduced this year, Reynders and Welby created a program called Savory Selections that matched food and beverage. It was launched in test this year, but Savory Selections will expand in 2024.
For April, the menu will be laser-focused on burgers. Reynders wants to promote the 1855 Angus beef upgrade, telling the story of its pedigree. He’s planning to add two more burgers, going from six to eight, developing a couple of “wow” burgers as well as one that is really over the top, he said.