Sponsored by Stouffer’s®
Growing sales in a challenging economy is no small task for restaurant operators, but even in times like these there are practical ways to encourage more business. One is to offer guests fresh, new dining experiences based on exciting menu introductions that the kitchen can execute with ease.
That is exactly what Eggs Up Grill—an emerging chain based in Spartanburg, South Carolina—has done by rolling out mac and cheese bowls at lunch using Stouffer’s® White Cheddar Macaroni and Cheese.
Listening to guests
As a brand focused on neighborhoods and communities, Eggs Up Grill has a history of communicating closely with customers. “Our commitment to our guests led us to actually poll them about what they wanted to see on the menu,” says Dustin Ellis, director of product development at Eggs Up Grill. Requests for more “cheesy” and “melty” items from the grill were among the leading responses.
To satisfy that demand, Eggs Up Grill developed two new signature dishes—the Smokehouse Mac & Cheese Bowl and the Cali Mac & Cheese Bowl. Both rely on the flavor, versatility, and operational ease of Stouffer’s® White Cheddar Macaroni & Cheese.
Launching mac and cheese was actually something of a departure for Eggs Up Grill, which has made a name over the past quarter century for standout omelets, Benedicts, pancakes, waffles, and breakfast sandwiches. However, building credibility for new lunchtime offerings meant starting afresh to impress customers.
“Putting your stamp on a new daypart can be challenging,” says Ellis. “To thrive, we needed to bridge the gap from breakfast/brunch into a distinct and unmistakable lunch occasion.”
To accomplish that goal, the chain chose to use Stouffer’s® White Cheddar Macaroni & Cheese, which features al dente cavatappi pasta smothered in a creamy, comforting white cheddar sauce. It is quick and easy for the Eggs Up kitchen to heat the product and customize it with tasty additions. Smoked pork, bacon, onions, and grilled tomato bring zest to the Smokehouse Mac & Cheese Bowl; grilled chicken, spinach, tomatoes, fresh avocado, and chives enhance the savoriness of the Cali Mac & Cheese Bowl.
“Stouffer’s has a great flavor, and that's really where this whole thing starts,” says Ellis. “It has that great cheesiness that you expect from mac and cheese.”
Standing out
Introducing fresh, new menu items like the mac and cheese bowls is a way for Eggs Up Grill, an emerging brand, to stand out from major breakfast/brunch segment competitors that may not have focused as much on menu development.
Ricky Richardson, Eggs Up Grill CEO, commented on the breakfast segment in a Nation’s Restaurant News interview last year: “There's a number of very successful, very large legacy players in the category that have over time somewhat morphed into a sea of sameness.”
And given the versatility of Stouffer’s® White Cheddar Macaroni & Cheese, the door is open to craft many more unique menu applications including specialty dishes, à la carte sides, and kids’ menu items just by adding various vegetables, meats, herbs, seasonings, and toppings. “The product can be very versatile on the line depending on how you need to use it,” says Ellis.
What’s more, because it travels so well, it is well-suited for off-premises orders as well as dine-in business. “There's plenty of sauce, so it holds well for takeout and delivery,” says Ellis.
The decision to use Stouffer’s® White Cheddar Macaroni & Cheese as the base of the new items is proving to be a wise one. The outstanding flavor makes the bowls as easy for patrons to embrace as their favorite breakfast and brunch classics. And the product’s heat-and-serve ease makes it a breeze to serve. As Ellis puts it, “My challenge was not only to help develop a new occasion for guests, but also to keep the overall impact to the kitchen manageable.”
The ability to delve into an additional daypart with operationally simple menu items like these is beneficial at a time when rising costs are forcing many operators to do the opposite—shorten hours and days of operations. As a National Restaurant Association operator survey reports, 48% of restaurants have reduced hours and 32% have closed on days they would normally be open.
The experience of Eggs Up Grill suggests that launching new crowd-pleasing dishes made with versatile, easy-to-use ingredients is an effective way to make patrons happy and drive more business. Visit the Stouffer’s website to watch the full Eggs Up Grill testimonial and for more information about optimizing your menu with the broad appeal, flavor, and versatility of Stouffer’s® White Cheddar Macaroni & Cheese.
