Rib offering spurs sales at Boston Market
June 21, 2013
by Meat&Poultry Staff
GOLDEN, Colo. – St. Louis Style ribs have been such a hit for Boston Market that the chain is making the offering permanent on its menus.
Boston Market started selling the St. Louis Style ribs in April. Since then, the fast casual chain has seen sales at its restaurants increase by more than 16 percent, with ribs accounting for more than 18 percent of all customer orders, according to the company. Total customer transactions have climbed 8 percent compared to a year ago.
“Demand for St. Louis Style ribs at our restaurants has exceeded our greatest expectations,” said George Michel, CEO of Boston Market. “I’ve worked in the restaurant industry for over 40 years and I’ve never seen a new product make such a sweeping impact. We ran through inventory for the entire eight-week promotion in about three weeks.”
Since the ribs launch, customer checks have averaged $12 for an order of ribs at Boston Market compared to less than $10 for chicken, turkey or meatloaf, the company reported. St. Louis Style ribs at Boston Market are priced between $10.99 and $12.99, and half of all ribs meals are being purchased as a combo with rotisserie chicken for $12.99. The ribs also are available a la carte, in family meals, and through catering.
“While other category competitors are advertising value menus with low price points, we focused on innovation, a great guest experience and product quality to allow us to offer a more premium product,” Michel said. “Clearly, this strategy is paying off. Diners at Boston Market know that they may choose from an array of delicious menu items, all priced affordably, and all made with the highest quality.”