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Where's the 'Beef'?

Beef 'O' Brady's Diversifies Menu with Addition of Ribs; New Items Add Variety to the Menu

October 04, 2007 // Franchising.com // Tampa, FL– In an effort to increase more variety to its menu, Beef 'O' Brady's, a national family sports pub and restaurant chain that thrives on close connections to local schools, sports teams and other organizations with more than 230 locations nationwide, has unveiled a menu item fitting for a place called "Beef's" – Ribs.

Beginning Oct. 8 and continuing for six weeks, Beef 'O' Brady's will offer its new Baby Back Ribs in full rack, half rack, and half rack combos with choice of buffalo wings, chicken tenders or bite sized fried shrimp.

"This is an interesting program as it's the first time Beef's will cross the $10 price point for a menu item," said Nick Vojnovic, President of Beef 'O' Brady's, also noting that a full rack will cost $15.99 with the half rack at $9.99. "It's an important step for us because this will allow us to introduce new items that are above the $10 price point while protecting the price point of some of our signature items such as the Watterson and Roast Beef Garlic Melt sandwiches."

The campaign, titled "Ribs 'N' More" will also feature a new TV advertising spot, much different from previous spots run by the nation's leading family chain.

"Our TV spots introduce a new advertising strategy for us," Vojnovic said. "Historically we've run straight brand building ads for the entirety of a 30 second commercial. Now, we will be putting more of a focus on our food. We'll feature brand building for 20 seconds and food for 10 seconds. We anticipate this will drive increased frequency from our regulars and will help build the brand to non-aware customers."

The new menu addition goes hand-in-hand with Beef's adding more family menu items to better fit its "Third Place" campaign. Citing the 1989 book The Great Good Place by Ray Oldenburg, each Beef's location signs on for a "way of life" by opening "The Third Place". In the book, Oldenburg says people typically consider home as the "first" place in their lives, work as the "second", followed by the third place: where they go to enjoy a "playful" atmosphere that is less than serious than the previous two environments. All of this fits what Beef `O' Brady's has become known for in communities nationwide.

There's home. There's work. And then there's Beef `O' Brady's.

"The Third Place is where people go to let loose among friends. Everything that Beef's has been about over the past two decades has centered around community relationships and the neighborhood," Vojnovic said. "We're the place for families, local sports groups and church organizations to meet. We're the place people feel comfortable going to. That's why Beef's is a strong contender to become America's 'Third Place.'"

Each Beef's features large screen TVs, complemented by smaller screens strategically placed for viewing from anywhere in the restaurant. It also features interactive video games for children and a menu offering traditional and boneless Buffalo wings, salads, a variety of sandwiches, wraps and burgers. As a family-oriented concept, Beef `O' Brady's also limits its alcohol to beer and wine only and closes at 11 p.m.

Ironically, despite what its name implies, Beef `O' Brady's is best known for its Buffalo chicken wings. Originally, the chain's menu featured a variety of menu items that featured beef and a variety of sandwiches. Later, founder Jim Mellody added his own recipe for Buffalo chicken wings, making the restaurant an even "hotter" place to eat.

About Beef `O' Brady's
Beef 'O' Brady's is a fast-growing national chain of family sports pubs that achieves its success by building relationships with the local schools, youth sports leagues, and other community organizations in each and every Beef 'O' Brady's neighborhood market. The "kid appeal" of this unique concept is reinforced by a very moderately priced kids menu and video games. Beef 'O' Brady's has opened more than 32 locations in 2007 bringing their total locations to more than 230 throughout the Southeast and the Midwest. Visit www.beefobradys.com for more information.


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