Starting this Easter Sunday, Smokey Bones is rolling out an all-day brunch menu with a new food and drink lineup.
The 62-unit casual-dining chain is calling the menu “Sunday FunDay” to turn it into more of a social event than a meal and differentiate it from the former brunch offering, said CMO Cole Robillard.
“Brunch is not new for Smokey Bones, but previously it was several courses and too much of a departure from our regular menu,” she said. “This new menu highlights what Smokey Bones does best.”
For loyal fans, that means meat—and cocktails.
The menu taps into Smokey Bones’ barbecue expertise and borrows favorites from its virtual concept, Tender Box, including Chicken & Waffles and Chicken & Donuts (southern fried chicken bites and house-made donuts served with maple-bacon glaze and chopped bacon).
The meaty specialties include a Pulled Pork Sundae and a Brisket Sundae layered with indulgent ingredients like mac and cheese, jalapeno cheddar sausage, mashed potatoes and crispy onions. The food side is rounded out with burgers, sandwiches such as the Pulled Pork Benny with a runny egg, a Cheeseburger Salad and Shrimp & Cheddar Grits. The selection targets guests who crave brunch items later in the day—not just from 11-3.
“Six of the items are new, but it’s not a major operational lift for the kitchen, since we cross-utilize ingredients and some choices from the existing menu," said Robillard. "The items make sense for Smokey Bones.”
She admits it’s a little indulgent and over the top, and jokingly, the menu tells customers “if you want something lighter, flip to the other side.” They're met with a blank page.
But Sunday FunDay puts as much focus on the beverages as the food. “Bars are a focal point of our restaurants and we see this as a huge opportunity to drive our bar business,” said Robillard.
There’s a Beyond Bloody Mary’s selection, including, of course, meaty versions with sausage and candied bacon. Guests can also custom-craft a Bloody Mary with tequila, bourbon or any spirit they may prefer over vodka.
The beverage team also created a couple of new drinks for the launch. The Sunberry Spritz blends fresh strawberry puree with sparkling water and Aperol for a slightly sweeter take on an Aperol Spritz, and the Espresso Yourself Martini is a morning-appropriate mix of Kahlua and espresso.
Florida restaurants are also offering bottomless Bloody Marys, Mimosas and Bellinis for $18 on Sundays. There’s an extensive list of alcohol-free cocktails at all locations as well.
“For older Millennials, brunch is more of a social occasion and this is a consumer segment we’re very interested in,” said Robillard. “We wanted to provide a chance to satisfy cravings for brunch food all day long without limiting it to 11-3 on Sundays.”
Prices for entrees run from $11.99 to $17.99, with cocktails in the $10 range.
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