The full-service sector overall has taken a larger hit than quick-serve over the last year or so. Some independent restaurants, such as Taylor's Bar & Grill in Cherry Hill, N.J., have gone to extremes to compete with the value-positioned QSR segment, including dumping their casual dining price model.
Taylor's Bar & Grill owner and operator Taylor Mills has revamped his menu as well as changed his bar restaurant's name to Top Dog. Starting April 15, its new menu will feature a half-pound burger for 99 cents, chicken or steak on a stick for $2.99 and fresh fries, hot dog and bratwurst all for 99 cents. Shrimp is available for 29 cents each. Beer prices start at $2, mixed drinks at $3.75.
"As bad as the economy is almost everyone is suffering and we're no different," Mills said in a press release. "We're feeling the recession just like everyone else. With such ridiculously high unemployment and an economy that isn't getting any better, I feel I have to do something drastic, bold and very different. It will be Happy Hour every minute, and every hour, and every day that we are open."
Mills said the new menu features food priced at cost, but the quality remains superior. The bar fulfills its "Cheap Eats and a Rockin' Good time" tagline by featuring local bands performing rock & roll classics four nights a week and on Saturday and Sunday afternoons.
"If you want to spend $100 for dinner, you are in the wrong place." Mills said. "The Top Dog will be inexpensive, but the Top Dog will be very good. I promise."
