SheeFood

Veterans Rock

For Veterans Day, I’d like to align myself with the hundreds of restaurant chains, c-stores and grocery stores that are honoring veterans with free meals, beverages or single menu items. Marketing aside, this might be one of the most crucial years ever to honor veterans. I’m not a veteran, but if I was, I’d be dealing with political and social questions that would make me wonder if my service was worth it. I won’t delve into any of the head-scratching national news we all read and hear about daily. Suffice it to say, it’s like the junior varsity is in charge and the coach is MIA.

But to the veterans, I join with the rest of the foodservice industry in saying, “Your service was worth it. You demonstrated courage; dealt with physical, mental and emotional pain; stood up and were present when called on; and kept your questions and doubts at bay. You “took it.” These are admirable qualities we wish everyone had, and we recognize you for it, so here is a token today to honor you for your service.”

Well, I don’t have anything to offer, but I’ll point out a few of the interesting tokens I’m aware of.

• California Pizza Kitchen gets the restaurant prize for doing more. Besides giving a free entrée and beverage for dine-in veterans, they are also providing them with a buy-one-get-one-free offer redeemable from Nov. 12-20. Plus the chain is donating 20% of all sales from Nov. 8-10 to Disabled American Veterans. Plus, several of the chain’s locations will feature a fallen hero table to honor those who lost their lives during their service. Kudos to CPK.
• C-store chain Sheetz wants to offer veterans a free car wash and turkey sub sandwich on Veteran’s day. They are champs.
• Grocery store chain Hy-Vee traditionally honors veterans on their day. They are offering veterans and active military members a free curbside pickup breakfast before 10 a.m. and 15% off groceries.
• Then there are truck stops: Petro Stopping Centers and TA Stopping Centers. Some have the restaurants Country Pride or Iron Skillet. They are offering a complimentary meal from a select menu that includes a beverage on Veterans Day.

But this is by no means a complete list of meal freebies, as any veteran knows. When it comes to physical refreshment, this day beats Trick or Treating by miles.

Veterans, this day is for you. A Hallmark card will not do. You must eat!

Thank you for your service!

Jody

Stop, Top and Roll

I find it intriguing lately that the method operators are using to add a twist to common menu items is to add a dust, coating or sprinkle to them—which can either take them salty or sweet. I mentioned this observation to a chef recently, and he agreed, stating that he’s noticed Fruity Pebbles showing up in unexpected places. More on this later.

It’s not hard to upgrade a standard menu item with a dust or roll and tout that trendy flavor. Fried chicken brand  Fuku developed an October LTO of Voodoo Fingers, which were simply fried chicken fingers dusted in Zapp’s Potato Chips’ New Orleans-inspired “Voodoo Spice.” How easy was that?

If you combine your LTO dreams with a popular CPG product, you can come up with the likes of Buffalo Wild Wings’ Doritos Spicy Sweet Chili Flavored Sauce. The fall wing-sauce LTO is a blend of soy sauce, brown sugar, onion, garlic and paprika on wings topped with Doritos Spicy Sweet Chili Chip crumbles.

Appetizers present a hip place to add a dusting, as in ABC Kitchen’s Pretzel Dusted Calamari for $20. 

Salt and parmesan are common dusts to add to items, but other cheeses with their flavors present a great way to combine trendy with comfy. Condado Tacos developed the Smokin’ Joe Kush that they described as a soft flour tortilla around a hard taco shell that’s coated in jalapeno-cheddar dust and filled with ground beef, smoked cheddar cheese sauce, and more.

Chef callout

What’s behind this stop, top and roll tactic? I submit that it’s R&D chefs doing their best job during the pandemic when many things have changed. For one, comfort food rose to the top, as it always does during uncertain, turbulent times. Doritos and Fruity Pebbles are reminiscent of familiar, carefree times.

The labor crisis is another factor that is driving menu innovation. I interviewed several R&D chefs for an upcoming article, and they confirmed that to accomplish dish complexity, comfort and intrigue these days requires the fewest ingredients possible. The labor force simply isn’t there to assemble complex sauces, glazes and flavor-enhancers inhouse. It’s the job of the restaurant chain R&D chef to find vendors (hello chip and cereal manufacturers) who themselves have R&D chefs—each hardwired to work together to develop craveable dishes that provide a “win” for all stakeholders.

The Doritos wing sauce was Buffalo Wild Wings’ maiden voyage with Doritos. The wing chain’s Sept. 29, 2021 press release says, Buffalo Wild Wings is known for its wide variety of sauces but the newest addition to its lineup is the first collaboration with Doritos. Today, Buffalo Wild Wings sports bars nationwide will begin offering the limited-edition Doritos Spicy Sweet Chili Flavored Sauce. This latest sauce innovation combines two game day essentials—chicken wings and Doritos—to create an experience that only Buffalo Wild Wings can provide. Each order comes with a small sample bag of Doritos Spicy Sweet Chili chips too.

In the grand game, dusts, sprinkles and sauces are the ultimate opportunity for R&D collaboration, bringing suppliers and operators together to present big, familiar flavor. That is what R&D chefs do.

Tell me what you think.

Jody

Will “Comfort Food” Ever End?

I wondered if this would happen. I’ve read and written about comfort food for a year—to the point it bores me now as it must bore you. But alas, I was recently asked to write yet another article about comfort food. In the process, I contacted Suzy Badaracco, president of Culinary Tides Inc. to get her take on the topic. She boldly wrote back, “Comfort is absolutely the wrong direction going forward. Way off base for several reasons, but can be put on the right track easily.”

A more tantalizing response I could never receive. I had to talk to her about that. I’ll paraphrase her perspective.

Comfort means familiar. When we’re stressed out for any reason—the early pandemic shut-down, the recession, or anything personal that affects our day-to-day life, we go back to what we are familiar with—reminiscent of better days.

In our current state, we are slowly coming in and out of upheaval. The pandemic shutdown reversed a bit, but then came the delta variant. The recession slowed, but then came inflation.

Meanwhile, when we’re not clinging to comfort, we’re out exploring new experiences and flavors with food. She likens this ebb and flow of recovery with its comfort/exploration swings  to a blender. Exploration speeds up, until the next crisis hits, and then the blender slows down. Political unrest and epic weather storms are other factors that slow it down when once again, we lean in for a spoonful of comfort food.

So, what foodservice operators are doing is developing playful hybrids or mashups of comfort food with a fun twist. That way consumers can have their comfort food while exploring new experiences.

She pointed to Panera. It recently came out with a Mac & Cheese Grilled Cheese Sandwich. That is mac & cheese sprinkled with Parmesan crisps on toasted white miche bread. She also mentions Sonic’s Grilled Cheese Burger LTO it described as “Sonic’s famous grilled cheese sandwich on buttery Texas toast, adding in a perfectly seasoned 100% pure beef patty, mustard, ketchup, and diced onions.”

I liked Suzy’s other illustration. You could compare straight comfort food to wearing/bringing flannel pajamas to the table. Comfortable, yes, but not party material. Instead, take the comfort element and dress it up, perhaps with global flavors and ingredients or healthful ingredients.

Comfort fall beverages typically call on pumpkin spice. But look for ways to make it spicier or fermented or sour. Instead of pumpkin spice, play with apple spice, or better, ginger, which is more extreme on the palate, she said. If you’re planning a comfort-food item that includes milk, use plant-based milk to dress it up in more modern sensibilities.

I took the time to look up some fall beverages, which I’d call seasonal comfort. I found some with “flirty twists.”

Suzy’s suggestion to step away from pumpkin and toward apple spices is showing up in fall beverages right now.

• Apple Crisp Macchiato at Starbucks: Espresso with apple and brown sugar flavors, steamed milk and a caramelized spiced apple drizzle (made with apple juice, apple purée, cinnamon and nutmeg).
• Caramel Apple Crave Aloha Autumn Latte at Bad Ass Coffee of Hawaii: Espresso and dairy with caramel and apple butter topped with cinnamon, available hot, cold or blended with ice.
• Caramel Apple Shake at Del Taco: Vanilla shake with caramel and Granny Smith apple purée.

Fun crunchy sweet texture shows up in a few other fall offerings. Examine these:

• Cinnamon Crunch Latte at Panera: Espresso, foamed milk and cinnamon flavored syrup topped with whipped cream and sprinkled with the same Cinnamon Crunch topping that is on Panera’s popular Cinnamon Crunch Bagel.
• Spiked Peppermint Cocoa at Snooze An A.M. Eatery: Snooze hot chocolate, tequila, coffee liqueur, peppermint and vanilla syrups topped with whipped cream & crushed peppermint candies.

Finally, here are a few honorable mentions for making fall beverages fun and exploratory.

• S’mores Shake at Cousins Subs: Vanilla gelato spun with s’mores flavored syrup and topped with whipped cream.
• Caramel Pumpkin Brûlée at Dutch Bros. Coffee: Coffee with spiced pumpkin and salted caramel flavors topped with a soft top (sweetened aerated milk), raw sugar sprinkles and spiced pumpkin sauce.

Tell me what you think.

Jody

Hand-helds in Hawaii

Appetizers, bar bites, tapas, small plates—they all are interchangeable names for little finger foods that work as snacks, catered hors d'oeuvres or sports-gathering nibbles. Operators are coming up with decadent ideas lately.

I remember my first experience with the Hawaiian version of this. I attended a wedding reception in Hawaii, and while the wedding party was predisposed with photography, the bride’s father bid us spectators to the beach reception tent for pupus while we waited for the wedding party to join us and begin dinner. I asked someone. “Did I hear him correctly? Did he just say poo poos?” I had no idea what he was talking about.

Since then, I have become well familiar with the Hawaiian version of tidbits. When in Hawaii, where I live now, pupus are not necessarily tropical, but they are local. For chefs at-large, a Hawaiian pupus theme provides a base from which to draw when trying to devise a trendy theme.

If you’re going to use the term pupu, you likely will have to define it for guests. As you introduce Hawaii into your conversation, it would be best to include some common Hawaiian foods—and this assignment will make you reach away from pineapple and other tropicals. Here are a few common Hawaiian items for the pupus themed appetizer menu:

• Poke, which is most often raw ahi tuna chunks mixed with mayo and onions at a minimum, takes on snackability when featured as nachos or tacos. For example, the poke nacho pupus at Restaurant 604 in Honolulu include spicy ahi poke, won ton chips and sweet Thai chili sauce. The poke tacos at Hula Grill Waikiki combine marinated raw ahi, avocado, maui onion and wasabi aioli.
• Spam musubi is probably the most iconic use of Spam in Hawaii and is a common portable snack or lunch item. It’s simply pressed rice with a slice of Spam atop or between two “patties” of pressed rice, all held together with a nori wrap.
• Filipino lumpia egg rolls may not seem Hawaiian, but with a large Filipino contingency on the islands, it’s as Filipino/Hawaiian as it gets. The fried eggrolls usually are either filled with minced vegetables or banana.

If Hawaiian pupus don’t seem to be your thing, take inspiration from hand-held LTOs across the industry for some snack and appetizer inspiration. Perhaps the key is not to limit your ideas to lunch and dinner fare.

To its permanent menu, Hardee’s just added French Toast Dips consisting of five oblong pieces of powdered-sugar sprinkled French toast and served with a side of syrup.

Even McDonald’s came out with a little snack for an unspecified limited time—Glazed Pull Apart Donut. That is seven small glazed doughnut holes stuck together and “suitable for sharing,” which is what it’s all about.

In the spirit of pulling things apart and sharing, how about Little Caesars’ Crazy Calzony LTO. They call it a pizza-calzone mashup with a “calzone-like crust stuffed with garlic white sauce, mozzarella cheese and julienne pepperoni sprinkled with Parmesan cheese and served with a signature tomato sauce for dipping.

Finger foods suitable as snacks, sides or bar food have plenty of reach, especially if they are items consumers would not make on their own. If not themed, as in Hawaiian pupus, at least aim for craveability. Tell me what you think.

Jody

Uncertain Times Call for Certain Foods

The search for certainty in uncertain times leads to comfort food. It’s something I don’t see diminishing any time soon. During the height of pandemic shelter-in-place restrictions, 72% of consumers surveyed for Datassential’s ONE TABLE initiative said they were eating/cooking more comfort food. According to a OnePoll survey conducted on behalf of Farm Rich, 69% of consumers say they will continue to enjoy the same amount of comfort food post-pandemic.

Of course, comfort food is as individual as there are individuals, but for sure the category speaks to nostalgia and foods that bring back fond memories of happy times—like what you ate and loved as a kid. It’s up to operators to find new angles for such comfort items as mac n cheese, ice cream, fried chicken and beyond.

Some have brilliantly tapped into the word campfire, calling to mind the experience as much as the particular food. Campfire conjures happy memories of vacations and outings, experiences out in nature, spending fun times with family and friends, staying up late, etc. Campfire food is not on the same plane with current health, nutrition and plant-based trends, but rather looks back through the lens of glowing memories. Trends didn’t matter, and they don’t matter now in a comfort food/campfire context. Operators have license to call upon memories as they build summer LTOs around the campfire theme—on any part of the menu.

Right now, Voodoo Doughnut is running a Smoky Campfire Cannolo promotion through Sept. 13, 2021. Catch the s’mores vibe in their description: Cannolo drizzled with chocolate, filled with marshmallow cream cheese and both sides dipped in crushed graham crackers on both ends.

Considering beverages, America’s largest bubble tea chain, Kung Fu Tea, recently partnered with Hershey’s on three drinks, two of which called on s’mores. Its S’mores Slush blended Hershey’s chocolate with ice and marshmallow on bottom, while its S’mores Slush with Coffee included the chocolate with hints of coffee and marshmallow on bottom.

Mooyah Burgers, Fries & Shakes developed a summer Campfire Burger. The company wisely found a way to extend the theme beyond the obvious connection burgers have with campfires by including a hickory smoked “campfire sauce” on the burger. The sauce ingredients are a mystery, but the burger combines beef, bacon, grilled onions, melted cheddar and potato chips on a potato bun.

An ideation session could lead to other interesting menu items. Just add an appropriate descriptor like campfire potato jackets; bonfire burgers and/or dogs; charcoal fire tent vegetables; campfire stove coffee; picnic potatoes or cookies; or campfire kettle hot cocoa. I made those up. Maybe you could add to it.

Comfort food, while taking folks to their happy place, is a tired menu theme. Campfire is a refreshing subtheme. So is carnival, which takes you to cotton candy, carnival corn dogs, fried pickles, funnel cakes and on and on. Summer is the perfect excuse to take the menu outside the regular world of menu trends and allows you and your guests to indulge in indulgence.

Tell me what you think.

Jody

How to Differentiate the Menu Economically

The secret sauce to incremental sales is… well, actually, sauce. While some operators choose to give their tasty, proprietary sauce away, that’s clearly not a profitable choice. Consider Olive Garden. It recently launched Never-Ending Dipping Sauces (marinara, alfredo and five cheese marinara sauces) to go with its unlimited breadsticks. But that sauce comes with a $3.99 price tag. That choice to charge reflects Olive Garden’s election to make a profit. In the chain’s recent Q4 conference call, CEO Gene Lee explained that while Olive Garden’s same-store sales aren’t as robust of late compared to other casual dining restaurants, its restaurant-level margins are 25.5%, which is stellar. He said, “Isn’t our job to try to drive profitable sales growth? And that’s what we’re focused on.” And so, case in point is the never-ending bread-dipping sauce that is not free.

Perhaps Baskin-Robbins thinks the same way. For a June LTO, it offered Sour Berry Slime, a green sweet-and-sour sauce to combine with any ice cream or shake for 99 cents. Adding to the punch for profit, guests can also elect to buy a bottle of the slime sauce to take home for $6.99.

Apart from Profit

Other operators of late are coming up with interesting sauces for purposes of differentiating, adding bold, economical flavor and offering something guests can’t make at home.

Ubiquitous tacos, chicken sandwiches and burgers must stand out in a flavorful way, which can be accomplished with sauces. Chili’s came up with The Chili’s Chicken Sandwich LTO through June that featured a breaded and fried chicken breast… with a proprietary secret sauce described as “thick, sweet and tangy.” I personally think they could have given it an intriguing name.

For inspiration, Mooyah Burgers, Fries & Shakes is running a summer Campfire Burger, and the thing that makes the definition is hickory smoked campfire sauce. What exactly is campfire sauce? Even without spelling it out, the name draws.

Also, through June, Fuzzy’s Taco Shop offered a Spicy Chimi Fajita Taco that featured three sauces in one taco: garlic sauce, pico de gallo and spicy chimichurri sauce. But back to my original point on profitability. When the sauce is part of the dish/sandwich makeup, it’s hard to imagine the logic of charging extra for it. But what about chicken nuggets? They are a staple on many menus. Now Wendy’s is adding broader appeal to its nuggets by offering a new Ghost Pepper Ranch nugget dipping sauce. No extra charge. But why not try offering a unique super flavorful option for a little upcharge? That is a play from the casual and fine-dining playbook. (Think queso for chips.) Sauce is an underexplored menu ploy for increased margins in a profit-shrinking environment. And kudos to Baskin-Robbins for thinking to offer the LTO sauce for sale in a take-home bottle. It’s time to get creative like that.

Tell me what you think.

Jody

The Next Restaurant Disruptor

What is the next restaurant disruptor? What meal-acquiring platform will customers have an appetite for since ghost and virtual kitchens that were unarguably helped along by delivery?

I believe vending machines are on the cusp of business opportunity and consumer acceptance. I see it as more than a chance for restaurants to create an extra income stream. It’s a chance to champion convenience and technology while riding high on the free publicity it will generate while it catches steam in the US. Vending machines and their iterations will be found on busy street sides, in apartment buildings and offices, at the gym and at entertainment events, for starters.

The entry level is low. For instance, once a day, independent-operator Jones Bar-B-Q in Kansas City, Kan., stocks a vending machine outside the building filled with the restaurant’s sandwiches, beans and more. Owner Deborah Thompson told me the machine is especially popular among those working the night shift in the near-by industrial district. Workers only have a half hour to eat and often run over to the vending machine for a sandwich when the restaurant is closed.

More buzzworthy, consider a vending machine that actually cooks the food—combining vending with robotics. It’s already underway. Piestro, which launched a year ago and is still in testing, makes pizza in under 3 minutes viewable through the unit’s window. It’s not technically called a vending machine, but it could be. Just get the right people behind a concept like that, and it could take off. Piestro’s founder is Massimo Noja De Marco, who was co-founder of Kitchen United. He knows something about how to start things. The vending machine (currently only called robotics) is completely temperature controlled and combines ordering and payment simplicity.

We could look to Japan for a world of know-how. The country has more than 5 million vending machines. In some cases, target marketing happens as cameras detect the demographic standing before the machine. It then suggests what the guest might like to order on the touchscreen display panel.

Entrepreneurship is already at work allowing operators to enter the space while focusing solely on preparing the meals. Boston-based Alchemista places food lockers in luxury apartment buildings throughout Boston while partnering with a few high-end restaurants that want to get their food out to the masses. Rather than call it a vending machine, Alchemista calls its units on-demand modular marketplaces. Alchemista reps go pick up the meals to place in the temperature-controlled lockers throughout the city. The locker menu is available via QR code with payment also accomplished via the smartphone.

Just these examples show that vending machine opportunities and iterations could be endless, extending profitability beyond the restaurant—and perhaps in lieu of a restaurant. How about ghost-kitchen vending machines? Consumers are now conditioned to get food unconventionally. Consumers will easily make the mental shift from vending machine candy bars and soft drinks to craveable, sensible meals. We could be on the cusp of something.

Tell me what you think.

Jody

Is Autonomous Foodservice Delivery Necessary?

Remember clear back one to two years ago when we were hearing all about foodservice drone delivery? It was expected to be the next big thing. Well, all is quiet on that front now, but that doesn’t mean the industry has given up on autonomous delivery.

In the space of two days this month (April 2021), we learned that Domino’s has partnered with Nuro’s R2 robot to deliver food in Houston, while Chick-fil-A has partnered with Kiwibot in Santa Monica to test an autonomous four-wheeled rover for delivery.

I think these fall into the category of “just because you can doesn’t mean you should.” I know that technology has literally transformed the foodservice industry. After all, it’s phone apps that work in conjunction with restaurant ordering and work-flow platforms and third-party delivery companies that have made virtual restaurants and ghost kitchens a new “thing” in the past year in particular.

Robot/vending machines also have transformed foodservice, making fresh salads and bowl meals in a small, enclosed footprint in non-commercial locales like hospitals and universities, for example. This has leveled the foodservice playing field that will shortly give grocery and convenience stores, and even office buildings and apartments, equal opportunity to be “restaurants.”

All these tech opportunities arose in the midst of the perfect storm when delivery and food safety moved to the forefront. While these tech-forward autonomous delivery vehicles certainly fit within food safety (think contactless) and delivery moorings, they are not necessary. Food delivery does not need to be remade in that way.

I can think of only two reasons that the likes of Domino’s and Chick-fil-A would go down this autonomous delivery path. First is financial as a solution to the expensive “last mile” challenge. With that, I can only assume that these operators clearly see the ROI down the road once these “vehicles” scale up. But I will say, looking at it from the “final mile” perspective is only from the operators’ perspective. Other than the “wow” factor, consumers aren’t driving this technology application.

This brings me to the other reason operators may be looking at autonomous high-tech delivery vehicles. We are back to the “wow” factor—a branded marketing ploy. It makes for great free publicity. If that’s the case, perhaps a “delivery LTO” is sufficient. Once the novelty wears off, there needs to be a more permanent reason for the investment.

I guess that leads to a potential third factor behind autonomous delivery… hungry tech firms driven by investor capital. But again, this is not consumer driven.

There is a need for delivery, but this final mile is already well served. So bottom line, there’s not really a need for autonomous delivery. I think it creates more problems than it solves—a subject for another blog. I predict food delivery will continue to be well served by humanoids.

Someone tell me what I’m missing.  

Jody

Delivery Visionaries Saved Casual Dining

There was a day not too long ago when casual dining execs found pushy third-party deliverers a nuisance to reckon with. How were these busy restaurants to integrate these unsolicited delivery orders/pickups into their operations? They took a few Advil and figured it out, because no matter how unplanned this delivery activity was, it represented undeniable income.

Now look who the power brokers are. Casual dining would be gone now if it weren’t for the DoorDashes and Uber Eats of the world with their dynamic customer-facing ordering technology with well-developed operator backend technology to help. The infrastructure was well developed before the pandemic and the resulting restaurant crisis. And now these chains thank their lucky stars for the persistent aforementioned delivery companies. 57%  of restaurants say their business would have closed during the current crisis if not for DoorDash, according to DoorDash’s survey conducted and released as part of its recent economic impact report.

Truly, these delivery platforms serendipitously paved a path to recovery for sit-down restaurants. Here’s the working equation: Meal orders minus dine-in services plus virtual “operations”/menus plus chicken equals casual dining’s salvation.

Follow with me. When sit-down dining shut down, consumers still wanted to order food. Standing in the gap were their third-party delivery apps allowing them to search for food from a particular restaurant, or search by food type.

Whether casual dining chains figured this out on their own, or if DoorDash and/or Uber Eats alerted them, restaurants discovered they could increase eyes on their menus if they launched more menus under more names virtually from within their existing kitchens. After all, the order technology and kitchen interface was already there. The beauty, it turns out, is that delivery prone customers don't care what restaurant brand prepares their food.  

And so. If a restaurant can start one virtual restaurant, it can start three. A few days ago, Red Robin announced the launch of three virtual brands from its kitchens: Chicken Sammy’s, The Wing Dept and Fresh Set. Of note, DoorDash reports that chicken sandwiches are the top meal ordered from its platform. Smart operators find out things like this and make a virtual brand and menu out of it. Chicken Sammy’s offers a selection of chicken sandwiches, chicken tenders, sides and more. The Wing Dept sells chicken wings and sides.

Again, whether operators already knew the wild popularity of chicken or if the delivery companies told them that they could hardly go wrong with the bird… nearly every virtual concept adopted by casual dining features chicken.

• It’s Just Wings (Brinker International from its Chili’s and Maggiano’s locations)
• Tender Shack (chicken tenders from Bloomin’ Brands’ Carrabba’s Italian Grill and Outback Steakhouse kitchens)
• The Wing Experience (Smokey Bones barbecue chain)
• Cosmic Wings (Applebee’s)
• Sarah’s Hot Chicken (21-unit Fish City Grill)

Sales numbers are impressive. Chili’s estimates it will generate $150 million in sales during the first year of It’s Just Wings virtual operations.

Now we will watch virtual brands spring up from grocery stores, c-stores and any noncommercial business that operates a kitchen, like hospitals, business and industry cafeterias and universities.

I think these delivery companies just redefined “restaurant,” while leveling the playing field. Meet the restaurant sales leaders of the future. They are invisible.

Tell me what you think.

Jody Shee

How One Restaurant Made Headlines

I dropped my jaw this morning when I read an article about Popeyes’ newest sandwich release. “I don’t think that’s ever been done before,” I said out loud.

It’s a Cajun Flounder Sandwich for $4.49 that launched today (Feb. 11, 2021). If you’re afraid to order it for fear you won’t like it, you can purchase “sandwich insurance” for 15 cents. Then, if you don’t like the sandwich, you can replace it with their famous chicken sandwich.

Really? Brilliant, if for no other reason than it’s unheard of. The analytical skeptic in me wonders if that’s really kind of a BYGO promo, where the “get one” isn’t really free… it’s 15 cents. As in buy a fish sandwich for 15 cents extra and get a chicken sandwich to boot. Unless you have to cough up your fish sandwich before you can get the chicken sandwich. But I digress.

I think of it as “flavor insurance,” and it’s a tremendous gimmick to get folks to try something new. The timing of this LTO coincides with Lent season.

I was so captured, I announced the novel idea to my husband, who was on his computer between Zoom meetings and only half paying attention. I framed the announcement as a brilliant Lent promo. With only half his brain engaged, he smelled something fishy. “If that’s a Lent promotion, those who buy the fish sandwich aren’t going to pay 15 cents extra for the insurance that promises them a chicken sandwich that they were trying to avoid in the first place.”

Bubble burst. But the logic doesn’t have to make sense if this campaign was really mainly about getting free publicity. The insurance, after all, was only for opening day. Popeyes sent out a press release about it, as any chain would do. But the insurance twist garnered some buzz. I googled Popeyes fish sandwich insurance 2021 and found articles on it on Bloomberg.com; chicagotribune.com; today.com; CNN’s wire service Mercurynews.com; and many local news station’s websites. Mission accomplished. And I’ll bet the company is not losing money over this.

I think this is an award-winning publicity campaign. Would any other brand dare develop their own me-too version? Probably not a good idea. Popeyes got the corner on this one. And I might add that fish was the perfect specimen for a flavor insurance promo, because more folks are squeamish of fish sandwiches than of burgers or chicken sandwiches.

At any rate, let the fish LTOs begin, and let them all be crispy.

Tell me what you think.

Jody