Good Times reports sales boost from new breakfast daypart

Feb. 5, 2013

Good Times Restaurants Inc. announced its same store sales increased 10.2 percent for the month of January on top of January 2012's 8 percent increase and an increase of 6.4 percent for the first four months of its fiscal year.

The company also reported that sales for its new breakfast daypart featuring $2 Hatch Valley green chile breakfast burritos continue to grow and have recently exceeded 8 percent of total sales mix.

"We are thrilled with our continued sales gains and especially with how quickly our breakfast burrito program has gained traction, given the challenge of establishing a new daypart in the QSR segment. Our promotional activity is beginning to taper off with sales holding nicely, and it does not appear we are having any cannibalization of sales in other dayparts," said Boyd Hoback, president and CEO.

Hoback added that the company is planning a marketwide, multilayered cable television advertising and promotional campaign for its new hand-breaded, all-natural Springer Mountain Farms chicken tenders to keep the momentum going.

The company is finalizing a new creative platform for the ad campaign which will tell the story of both the new Springer Mountain Farms all-natural chicken tenderloin introduction and its Meyer Natural Angus all-natural Angus beef.

"We continue to move the Good Times brand toward an all-natural, handcrafted position and we have what we believe is a compelling new approach to our advertising that we feel will support that position in a unique and creative way. It has been several years since we've used television advertising, so we're excited to augment all of our store-level and trade-area activity with marketwide, brand-building communications," Hoback said.

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Topics: Food & Beverage , Marketing / Branding / Promotion , Operations Management

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