As long as there are potatoes, there’s still profit-building potential for inflation-struggling restaurants. And not just QSRs, but all segments. From an operator’s perspective, French fries are an easy snack, side, bar menu, appetizer.
But you need to see these skinny spuds from the consumer point of view. Fries have no barriers to overcome. They are comfort food. They are also affordable, and for that, fries need a closer menu examination. For example:
- Run periodic LTOs on unique loaded-fries iterations.
- Pick a different ingredient to name “fries” (as in churros or any dried/chip vegetable.)
- Offer a few choices of loaded fries ingredient combos for a customized snack/appetizer order, perhaps rotating now and then.
- Introduce global-flavor dipping sauces.
Fries work for both operator and customer from an economical standpoint. You do know that customers are a hairbreadth away from opting out of eating out, don’t you? According to a Nation’s Restaurant News article, 37% of consumers say they are spending less of their disposable income on restaurants compared to last year. Additionally, 40% believe they are getting less value from restaurants, and 82% blame higher prices. To cope, 34% say they are choosing less expensive items on the menu. This is where French fries come in.
Applebee’s is using appetizers, including its new Brew Pub Loaded Waffle Fries, as a way to get guests in the door for late-night hours by offering “Late Night Half-Priced Appetizers.” First, the crispy waffle fries are topped with a combination of melted cheddar cheeses (Blue Moon white cheddar beer cheese is one!) and applewood-smoked bacon—served with buttermilk ranch dressing. The loaded fries are already one of the cheapest appetizers on the menu—and then to offer them half price during a specific daypart—shows that Applebee’s knows how to leverage fries.
That half-price appetizer brings it close to the price of Taco Bell’s spring 2022 LTO of Steak White Hot Ranch Fries. That is seasoned fries topped with warm nacho cheese sauce, marinated grilled steak, diced tomatoes, a three-cheese blend, sour cream and a sauce made with buttermilk and ghost chili peppers. Notice how both Applebee’s and Taco Bell brought on some sexy bold flavors.
Other operators have a different attention-grabbing play when it comes to “fries.” I’m referring to Wings & Rings’ summer Strawberry Shortcake Funnel Fries. That is funnel cake sticks topped with strawberries, powdered sugar, strawberry sauce and whipped cream. Or how about Sonic’s summer Pickle Fries? They are fries-shaped dill pickle slices, battered, fried and served with a side of ranch dressing.
Fries can even be elevated as they are at Rusty Pellican in Key Biscayne, Florida, with its Caviar Frites. Nation’s Restaurant News describes them as Yukon gold potatoes fried and tossed in ranch dressing powder. They are plated and squirted with vodka crème fraîche made by combining two parts crème fraîche to one part sour cream along with a splash of vodka and seasoned with cayenne pepper, lemon zest and salt. But we’re not done. They place bowfin caviar around the sides of the fries and salmon roe on top. It’s served with a side of ranch dressing—all for $23.
The winning combo for any operator is fries with whatever makes sense (and is readily on hand) in your building. You know, I’ve said before that if a restaurant could only offer one dessert, for the sake of the greatest number of guests, let it be chocolate. Here I will say that if an operation can only offer one appetizer, for the greatest number of guests, let it be fries.
Tell me what you think.
Jody
