After an unsuccessful rollout of frozen custard in 2000 Checkers, the 800-plus-unit quick-service concept is jumping back into the frozen dessert and snack arena with a new line of reformulated shakes, sundaes and ice cream cones.
The Tampa, Fla.-based chain is debuting a 20-item line after consumer focus groups told executives that ice cream would be a good addition for the brand, said Ryan Joy, Checkers senior director of research and development.
Checkers’ new line of sundaes include a strawberry cheesecake offering with soft serve ice cream and a chocolate cake item that includes a chocolate cupcake surrounded by hot fudge and soft serve. Joy said the cost is $3.50.
In addition, the brand added premium shakes such as a 20-ounce banana split sundae shake topped with whipped cream and a cherry that also goes for $3.50. It also revamped its classic shakes by increasing the butter fat and sugar and pumping in more syrup, Joy said.
Checkers also debuted ice cream cones with vanilla, chocolate and swirl flavors. Those cost a dollar each and $1.79 or $1.99 for a waffle depending on location.
“In 2000, our CEO wanted frozen custard, and we launched frozen custard [without any focus groups],” Joy said. “This time in 2011, we did it with the consumer in mind and held focus groups. The majority of our marketing dollars goes into focus groups. The attendees said it was a no-brainer that Checkers should have ice cream and that it was a good fit — but that it has to be authentic.”
Early results show the new line accounts for 10 percent to 15 percent of overall sales at participating restaurants.
The rollout costs each store $15,000 to $20,000 for machines, blenders, fudge pumps and production tables to invest for the new ice cream menu offerings, but increased sales are resulting, Joy said.
Checkers is among the latest restaurant companies to enter the growing snack category as fast-food, snack and frozen yogurt chains vie for sales amid intensifying competition.
“It’s very competitive,” Joy acknowledged. “A lot of competitors don’t have the extent of our menu. Our guests now expect us to go one or two layers higher in flavors and offerings.”
Checkers has rolled out the new ice cream menu in Tampa, Fort Lauderdale, and West Palm Beach, Fla.; New Orleans; Indianapolis; Mobile, Ala.; and Toledo, Ohio, Joy said.
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