Popeyes summer campaign in Montauk includes a chicken tenders tower and sauce flight | Photo courtesy of Popeyes
Nearly two years into an intense value environment and one thing has become clear: Consumers are prioritizing a full experience versus just a low price point. As they manage higher costs at every stop, they want their dine-out meals to be “worth it,” meaning friendly service and hospitality, speed, accuracy, quality food, price and overall experience.
“When consumers are under pressure, their expectations are only going up and our job in the hospitality business is to exceed those expectations,” Fogo de Chão Chief Marketing Officer Michael Breed said during a recent session at the National Association Show in Chicago. “That requires innovation and investment back into the consumer experience.”
Of course, Fogo was built for such experiences, providing traditional rodizio service where Brazilian gaucho chefs carve a variety of premium meats tableside. However, you don’t need to be a churrasco (fire-roasted) dining concept to evolve your customers’ experience. In fact, there are plenty of chains across segments working to ramp up their customers’ experience with the hopes that they’ll return, and often.
Towers and sauce flights are good examples here. Seafood/raw bar towers have always been a feature of several fine dining chains to create a unique experience, but the concept is beginning to trickle into other segments as well. As part of its turnaround plan, TGI Fridays is leaning more heavily into its signature Appetizer Towers (shareable, stacked platters) because they fit consumers’ changing demands, CEO Ray Blanchette said during a recent interview.
“Fridays tends to be social and so when a tower goes on the table, it accomplishes tableside flair and provides a better guest experience. We’re thinking about these social occasions and you’re also saving table space, so now there’s room for more appetizers to share,” he said.
In April, Red Robin introduced its own spin through its Towering Double Cheeseburger Sliders. Notably, Red Robin has long offered its signature Onion Ring Towers with sauces as well.
Popeyes just launched a Chicken Tender Tower as part of its partnership with The Surf Lodge, a music venue in Montauk, New York. The towers will be served to every table throughout the venue’s summer concert series and will include an exclusive flight of dipping sauces, marrying the tower trend with the growing demand for sauces.
Just in time for the World Cup tournament, Buffalo Wild Wings is offering a Matchday Menu with six new sauces that can be ordered together as part of the chain’s Around the World Dip Flight. The sauces include Creamy Chimichurri, Smoky Elote, Sweet Curry, Maple Sweet Chili, Yuzu Wasabi and Peri Peri.
Earlier this year, Portillo’s launched a sauce flight featuring five new offerings: BBQ, buttermilk ranch, Comeback Sauce, honey mustard and Hot Giardiniera Sauce. Guests can sample the full lineup in one limited edition box or add the sauce flight to a tenders or sides order.
In March, Huey Magoo’s launched Ranch Flights, featuring three limited-time flavors: Pickle Ranch, Avocado Ranch and Ghost Pepper Ranch, designed to encourage guests to mix, match and explore dipping combinations.
“Our guests love to dip, mix and explore innovative flavors, so we’re excited to introduce Ranch Flights featuring three craveable new ranch dressings that add even more variety and customization to every order of our premium chicken,” CEO Andy Howard said in a statement.
Some Chick-fil-A operators are also tapping into consumers’ increasing penchant for sauces. The company is building on its “Second Mile Service” playbook and encouraging operators to create more “connection opportunities,” for example, including providing sauce sampling to drive-thru customers, “like a sauce sommelier.”
“Because all of our restaurants are locally owned and operated, they have an ability to strongly engage with the local community and surprise and delight their guests. We’re really encouraging operators to lean into this even more,” Vice President of Brand Strategy, Advertising and Media Khalilah Cooper said during a recent interview. “There’s a need for such (experiences) and a passion for it, and we want to be known for adding something to (guests’) day that they can’t get from any other company.
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