Article

QSRs providing Thanksgiving meals, promotions

NRA estimates 14 million Americans will visit a restaurant for holiday meal.

November 21, 2011 by Alicia Kelso — Editor, QSRWeb.com

Restaurants are gearing up for a busy weekend. The National Restaurant Association has projected that 14 million Americans will visit a restaurant for a Thanksgiving meal this year, and an additional 16 million will order takeout to supplement a meal for the holiday.

In addition, 32 million Americans are expected to dine out while shopping on Black Friday, according to new research by the NRA.

"In today's activity-rich, time-poor society, restaurants play an important role in bringing friends and family together to share a holiday meal for Thanksgiving," said Hudson Riehle, senior vice president of the Research and Knowledge Group for the NRA. "Our research clearly shows that the convenience of restaurant meals – not having to shop, cook and clean up – drives consumer behavior and will lead millions of Americans to patronize restaurants this Thanksgiving."

Of those planning on using a restaurant service for the holiday, 63 percent said the convenience of already-prepared takeout items for all or part of their meal allows for more time with family and friends. Thirty-one percent said they plan to dine in a restaurant for Thanksgiving because they prefer to not cook a big meal and clean up afterwards.

QSRs take advantage of this crowd

There are a handful of chains tapping into the anticipated dine-out or carry-out crowds for Thanksgiving.

Baskin-Robbinsis once again offering its Glazed Turkey Cake, which will be available through the end of November. Each part of the turkey can be customized with a different flavor, and the cake is glazed in chocolate and caramel. It also features sugary cone turkey legs.

According to a spokesperson for Baskin-Robbins, the Turkey Cake was first created in the fall of 1976 and was refreshed as the Glazed Turkey Cake in 2008. The Baskin-Robbins Ice Cream Turkey Cake serves 12 to 16 people and is available by order in advance for $31.99.

Bojangles'is also offering its Seasoned Fried Turkeys again this year. Available at all company-operated locations and participating restaurants through Thanksgiving Day, the whole turkeys weigh between 10 and 13 pounds and can feed up to eight people.

Bojangles' seasoned turkeys are fully-cooked with the brand's Cajun-inspired seasoning. Also available at participating locations are made-from-scratch buttermilk biscuits, mashed potatoes, mac 'n cheese, Seasoned Fries, green beans, Cajun pintos and Dirty Rice.

"Thanksgiving is one of our favorite holidays at Bojangles' because it gives us a chance to be with our family and friends, and to be thankful for the many blessings in our lives," said Bojangles' President and CEO Randy Kibler. "To celebrate this great American holiday, we wanted to offer our customers the opportunity to spend less time in the kitchen and more time making memories while still enjoying a classic Thanksgiving meal with turkey and all the fixin's."

Popeyes Louisiana Kitchen is also heating things up for the holiday, once again offering its Cajun Style Turkeys through December, or until supplies last.

Popeyes Cajun Style Turkeys, approximately 9 to 11 pounds, are infused with a blend of Louisiana seasonings then flash-fried, creating a crispy coating, and finally roasted.

"With Popeyes' fried Cajun Style turkeys, we make it fast and easy to enjoy not just an unbeatably moist, delicious turkey,  but one with the unique Popeyes' Louisiana flavor our guests love so much. It's a turkey that's as memorable as the holiday occasion," said Dick Lynch, chief marketing officer.

A spokesperson for Popeyes' said this particular promotion has been a popular seasonal offering, noting that "markets where consumers are familiar with the unique qualities of Cajun turkeys have experienced significant increases in sales."

White Castlehas again released its Original Sliders stuffing recipe to add a twist to the traditional Thanksgiving meal. The recipe has been around for 20 years and calls for 10 Original Sliders as the main ingredient.

The recipe originated from a White Castle team member who substituted crumbled burgers for the breadcrumbs. It includes:

• 10 White Castle hamburgers, pickles removed
• 1½ cups diced celery
• 1¼ teaspoon each ground thyme and ground sage
• 1 ½ teaspoon coarse ground black pepper
• ¼ cup chicken broth

Tear burgers into small pieces into a large mixing bowl with the celery, thyme, sage and black pepper; toss to combine. Add chicken broth and toss again. Stuff the mixture into the turkey cavity just before roasting. The recipe makes about nine cups, enough for a 10 to 12 pound turkey. Note: Allow one White Castle hamburger for each pound of turkey, which will be the equivalent of ¾ cup of stuffing per pound.

"Family and tradition are two important characteristics at the heart of the company and helped build White Castle," said Jamie Richardson, vice president at White Castle. "The Turkey Stuffing was created by a team member thinking outside of the box for the holidays and unknowingly created a recipe that is now legendary and imminently craveable."

Also, from now through Dec. 31, White Castle is offering a $1 off coupon for a 10 sack of Sliders for cooks wanting to make the Turkey Stuffing recipe. All White Castle restaurants are open on Thanksgiving.

Some restaurants are focusing their promotional attention on Black Friday to gain traction from active shoppers. Seattle's Bestis offering a $2 coupon which can be redeemed at grocery stores and mass retailers. The company is also giving away free coffee for those who have to work on the busiest shopping day of the year.

Also on Nov. 25, Fazoli's will offer a $2 discount on any menu item $5 and above to customers who present a receipt for any purchase made from any retailer on that day.

Finally, Pie Five Pizza Co., Pizza Inn's new quick-serve concept, is also providing a deal for hungry shoppers. From Nov. 25-27, any customer with a holiday shopping receipt dated from one of those three days will receive a buy-one-pizza/get-one-pizza-free special.

Pie Five will also donate $1 to The North Texas and Tarrant Area Food Banks.

"We can sympathize with people who have waited in line for hours just to get that perfect holiday gift. The last thing they want to do is go home and cook," said Kendra Shier, vice president of marketing for parent company Pizza Inn Holdings Inc. "We're offering them the ultimate break from the chaos: a fresh gourmet individual pizza, made the way they want it, baked and ready to enjoy or go in less than five minutes, and one more for free. At the same time, their purchase will help to provide food for those in need."

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