News
Roy Rogers steps into breakfast with brisket LTO
January 9, 2020
Roy Rogers is taking a tip-toe into breakfast with one of its two new year LTOs, dubbed one of the brand's most "differentiating" in the last year by leaders of the brand. Both LTOs are based around the beef brisket, beginning with its Brisket Breakfast Skillet designed for hearty appetites and including breakfast fries, scrambled eggs, sausage gravy, shredded Smithfield brisket, all topped with shredded cheddar cheese and priced at $5.49 or $6.19 in a combo with coffee, according to a company spokesperson.
For the rest of the day, the brand debuts its Brisket Burger Melt topping its with grilled onions, shredded Smithfield brisket and barbecue sauce between two slices of toasted sourdough at $5.99, or $8.39 for a combo.
The brand said both products tested very well in consumer intercepts, before the systemwide rollout and are being merchandised in-store and at drive-thru via menu boards, door and window clings, A-frame and spike signs, banners and other collateral, and off premises via online and broadcast radio, digital, social media and a DoorDash offering.
