News
Checkers debuts new sandwiches, will add breakfast
June 1, 2010
Checkers/Rally's Drive-In Restaurants has introduced a new lineup of toasted-sourdough sandwiches, the Toasted Trio. The new sandwiches include:
- Toasted BLT — Four crispy strips of peppered bacon topped with lettuce, tomato and mayonnaise.
- Toasted BBQ Spicy Chicken — A deep-fried chicken patty topped with sweet and savory BBQ sauce, lettuce and red onion slice.
- Toasted Cheese Double Cheese — A double cheeseburger featuring two slices of American cheese plus diced onions, dill pickles, ketchup and mustard.
The sandwiches are available at participating Checkers and Rally's locations, and prices vary by market.
The product launch comes a week after Checkers announced to the South Florida market that it was introducing a new line of premium burgers to stores there. Rick Silva, CEO of Checkers/Rally's Drive-In Restaurants, told the Palm Beach Post Mailed! Blog that the Flavor Built test is an attempt at adding higher priced items as part of a barbell strategy.
That type of strategy is being increasingly employed by quick-service brands as they deal with value-focused consumers. Burger King is one example, having just introduced Fire-Grilled Ribs —priced as high as $9 in some markets — to counteract the effects of the lower average check from its increased focus on value offerings.
From the story:
"To succeed in today's world, we need to be relevant to guests at all different occasions," Silva said, "whether they are indulging on a pay day or want to lay low and grab an inexpensive lunch. We're designing our menu for all occasions."
That all-occasion menu includes moving into breakfast, Silva said, although he did not have a specific timeline for the daypart addition.
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