O’Charley’s, in an attempt to boost its lagging sales, has launched a three-tier value menu that includes six new items priced at $7.99, $8.99 or $9.99.
Called Ultimate Choices, the value menu also offers salads and entrees from the 244-unit casual-dining chain’s previous limited time offers as well as signature favorites, the chain said Wednesday. Customers can make their entree part of a three-course meal by adding a soup or salad and a mini-dessert for an additional $2.99.
Items priced at $7.99 include a hand-battered fish sandwich and a 12-spice chicken panini, while the $8.99 tier features baked Italian chicken and penne and Bayou shrimp pasta. For $9.99, guests can order such items as grilled salmon, a cowboy sirloin or a California shrimp salad.
“Value remains critically important to our guests so we developed a new value initiative that would provide them with breadth and depth of choice from both a product and price point perspective,” Nancy Keil-Culbertson, O'Charley's vice president of marketing, said in a statement.
The new value offerings follow a difficult first quarter for the casual-dining chain, which saw same-store sales fall 6.7 percent. Jeff Warne, president and chief executive of parent company O'Charley's Inc., blamed the weak sales on reduced consumer spending and the failure of value-priced entrees to drive incremental sales of appetizers, drinks and desserts.
Nashville-based O'Charley's is also parent of the Ninety Nine Restaurants and Stoney River Legendary Steaks brands.
Contact Elissa Elan at [email protected].
