News

Culver's Pub Burger LTO lifts cheeseburger category by double digits

April 22, 2014

Culver's has brought back its Pepper Grinder Pub Burger for a limited time and has introduced a new TV spot for the occasion. The burger, which will be available until June 21, is a top-performing LTO, according to the company.

It includes Midwest-raised beef topped with Wisconsin Swiss and Cheddar cheese, bacon and a signature four-peppercorn mayo, all served on an artisan bun.

The new TV spot features Culver's CEO and co-founder Craig Culver along with James Beard award-winning Midwest chef, Tory Miller.

"The response we received from guests last fall as part of our in-restaurant promotion was overwhelming," VP of Marketing David Stidham said in a news release. "The bold flavor of the signature burger was just the taste they were looking for, and it was one of our best-performing LTOs to date. The combination of four peppercorn mayo and fresh beef mixed with really great Wisconsin cheeses is what sends this burger over the top."

In 2013, the Pepper Grinder Pub Burger generated a 17-percent year-over-year increase in the number of cheeseburgers sold during its availability, resulting in a 31-percent increase in sales revenue for the restaurant's entire cheeseburger category, the company said.

This is the second television spot created by Culver's dedicated to the Pub Burger concept. In 2013, the restaurant chain debuted the Colby Jack Pub Burger TV spot showcasing the most successful LTO in Culver's history.

Culver's is also running a Facebook promotion May 5 to June 2. In the Pepper Grinder Puzzler, fans solve puzzles and questions for the chance to win one of 50 free Pepper Grinder Pub Burgers, a 1,000-piece Pepper Grinder Pub Burger Puzzle or the grand prize, a $500 gift card.