Ted’s Montana Grill is currently testing brunch at its New York City location.

Beginning last month, the Midtown Manhattan location of the 45-unit chain started offering the menu on Saturday starting at 11 a.m. and Sunday starting at noon to tap into Gotham’s penchant for the weekend meal.

"Brunch is big in the Big Apple, and we’re excited to test our brunch menu there,” Ted’s chief executive George McKerrow said in e-mail. “We hope to attract new patrons in New York who may be unfamiliar with Ted's, plus our restaurant is located close to several large hotels, so this is another option for tourists and other visitors.

McKerrow said the chain is considering rolling out the brunch menu systemwide.

“After we see how New York fares, we plan to test the menu this fall in Atlanta and Alexandria, Va.,” he said. “Then, based on New York and these other two markets, we hope to expand further in the near future."

So far, the new menu has been well received, according to McKerrow. He noted that the Bison Short Rib Hash has proven to be the favorite item among diners. The dish comes with breakfast potatoes, roasted corn and avocado, and fried eggs. It’s $20.

Other menu items include:

Salmon Frittata: spinach and gruyère frittata topped with cedar plank salmon, roasted asparagus, diced tomatoes and horseradish sauce, $19

Chicken & Waffle: buttermilk fried chicken, malted waffle and maple syrup, $19

Chantilly Waffle: malted waffle, maple syrup, whipped cream and berries, $12

Ted’s Traditional Breakfast: two eggs, roasted tomatoes, ham or bacon, breakfast potatoes and toast, $15

Montana Breakfast Burger: beef ($17) or bison ($18) patty with American cheese, grilled ham, spicy tomato jam and a fried egg, served with breakfast potatoes

Steak and Eggs: Grilled beef ($27) or bison ($32) strip steak, eggs, roasted tomatoes, breakfast potatoes and toast

Crab Cake Benedict: crab cakes with wilted spinach, poached eggs and chipotle hollandaise sauce with breakfast potatoes: $22

A $9 yogurt parfait is also on the menu, along with $5 sides, including fruit, bacon, ham, roasted asparagus, breakfast potatoes and roasted potatoes. Apart from coffee, tea, espresso drinks, milk and orange juice, Ted’s is also offering three cocktails: Mimosas at $4 each or $20 for a liter, a Bloody Mary for $10, and a Bellini for $11.

Ted’s Montana Grill is the latest chain in the struggling casual-dining segment to experiment with the brunch daypart. In April, sister chains Brio Tuscan Grill and Bravo! Cucina Italiana started offering assorted omelettes and eggs Benedict variations at midday on the weekends, along with roasted turkey and sweet potato hash, and French toast.

That same month, On The Border Mexican Grill & Cantina started opening at 10 a.m. on weekends instead of 11 a.m. to sell items such as huevos rancheros, breakfast chile rellenos, chilaquiles, and breakfast tacos and burritos.

Contact Bret Thorn: bret.thorn@penton.com
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