NATIONAL BURGER DAYS BUILDING THE PERFECT BURGER

Transcription

1 NATIONAL BURGER DAYS BUILDING THE PERFECT BURGER By many accounts, the best burger in the U.S. is the Pat LaFrieda Angus Burger. This Burger Days Promotion brings it all together for you and your customers.

2 Concept Introduction Burgers are the Most Popular Menu Item in the United States In 2013, 14 billion were served in commercial restaurants, and another 15 billion in people s homes. By many estimations, the best burger in the U.S. is the Pat LaFrieda Angus Burger. Since 1922, three generations of the LaFrieda family business have supplied exceptionally high-quality meats to Manhattan s finest restaurants. Today, their customers include over 1,000 of NYC s top restaurants, many of which proudly display the LaFrieda name on their menus. Burger Days where your café grill serves ONLY Pat LaFrieda Angus Burgers and accompaniments bring some of the best burgers in the world to your customers and more customers to your café. America s search for the perfect burger is over but boosts in café buzz and sales have just begun. With the Pat LaFrieda burger, every day is National Burger Day! The Inside Story on these Amazing Burgers Our Pat LaFrieda burgers a blend of short rib and chuck whole muscle meat are ground fresh in a USDA facility. This is pure USDA Choice American Black Angus beef no trimmings, or fillers, just great news for customers who are concerned about the source of their ground beef. LaFrieda s master butchers control every aspect of production, ensuring exceptional quality, texture, flavor and an unforgettable dining experience for your customers. This is a succulent gourmet burger that rivals the most tender, mouthwatering steak in town! 2

3 Marketing & Menus Roll it out right... The introduction of the Pat LaFrieda Angus burger and House French Fries by Chef s Line should be a major promotional event in your café. Pick two consecutive, high-traffic days (probably a Wednesday & Thursday) to introduce these products at the grill. Keep it rolling. After the launch, make Pat LaFrieda Angus Burger specials part of your 2-week cycle at the grill. Keep it exclusive. During the Burger Days promotion, Pat LaFrieda burgers should be the ONLY menu item served at the grill. Offer 2-3 versions of Pat LaFrieda burgers, plus your signature house fries and other appropriate sides. (This limited menu concept may be new to most FSDs, but those who ve run it before can attest that it draws more traffic, introduces a higher price point and increases sales and customer satisfaction.) Marketing Timetable One Month Prior Order posters (we recommend at least two), table tents, POS and e-media files with editable date fields from USFoods.com. One Week Prior Plan your electronic media to launch two days before the event. This will include messaging on monitors throughout the hospital, a splash on your café s home page, and if you have a customer database or social media presence, , Tweet and/or Facebook post. Along with your e-media, post flyers on department bulletin boards, in break rooms, and at the café entrance. With permission, they can also be placed in waiting rooms, lobbies, elevators and other high-traffic areas around the hospital. Place Burger Days posters at the café entrance and exit. Day of the Event Place your POS at the grill and conduct a desk drop of the menu flyers. After the Event Remove your posters and flyers, intranet posting and electronic message. Review the day s sales, consider how the promotion was staged, and see if there s anything you d do differently the next time it runs. Integrate Pat LaFrieda burgers, as a daily special, into your regular two-week menu cycle. Once a quarter, rerun the 2-day Burger Days promotion. 3

4 Marketing Materials Great burgers make good buzz, so get the word out! Advertising and marketing that highlight the exceptional product quality will build anticipation and traffic and overcome any resistance to the slightly higher price point. e-media Add your dates and get this into the message rotation on monitors throughout the hospital. Also include it on your café s website. Poster and Table Tents Place the (22 x 28 ) poster in the café at the entrance on the first day of the event. Put out the table tents in the café. Promotional Flyer Add your dates and have these printed. Make sure the print quality is good and color is accurate. If desk drops are permitted, have one of these distributed to every hospital staffer a week before the event. Desk drops should be done on the same day you display the posters in the café. Post flyers on department bulletin boards and in high-traffic areas throughout the facility. Also consider placing a stack of these in your seating area. way BETTER the IT BURGER BBQ Bacon Burger CAN T GET Angus Burger with sweet bourbon bacon, spicy pepper Jack - Habanero cheese, leaf lettuce and smoky BBQ sauce on a classic burger bun. Horseradish Cheddar Burger Angus Burger with horseradish cheddar cheese, crispy onion straws and dill pickle coins with fresh dill and horseradish mayo served on a classic burger bun. any BETTER BETTER CAN T GET the IT any BETTER BURGER 22 x 28 Poster GIVE BUNS PURPOSE BURGER CAN T GET IN LIFE the IT GIVE BUNS PURPOSE IN LIFE your BURGER. ANY WAY. ALL DAY. 8.5 x 11 POS Flyer any BURGER The All-American Cheeseburger Angus Burger with American cheese, shredded lettuce, tomato, onion and mayo on a classic burger bun. your BURGER. ANY WAY. ALL DAY. Table Tents 4

5 Pricing Strategy Introduce a new product, introduce a new price! A constant stream of new menu items is essential to keeping customer interest and high satisfaction. With the introduction of every high quality new product, there is an opportunity to raise the selling price. The Pat LaFrieda burger is the perfect example an outstanding quality menu that rivals any burger in town or top-rated fast casual restaurant in the country. Better Burger 100% USDA Choice American Black Angus beef. No trimmings and no fillers, just a blend of whole muscle meat from short rib and chuck cuts. Burgers don t get any better. Better Bun It s called our Traditional Bun, but its soft texture with a glossy, sweet, golden brown crust are anything but ordinary. Better Cheese - Cheese fusion at its best, with fantastically flavorful combinations like marble bleu & jack and horseradish chive cheddar. Bistro-Style Toppings Pickled sweet onion, sautéed mushroom and grilled onion marmalade, dill horseradish mayonnaise, fried onion straws, sweet bourbon bacon mouth-watering, isn t it? It all adds up to the perfect opportunity to increase your check average! Pricing Recommendations The average finished burger cost is approximately We recommend a minimum selling price of 5.99, which will deliver a product cost of approximately 41%. Bundle the burger with House French fries or baked French fries for Add a side dish of Bourbon Molasses Baked Beans or house made creamy coleslaw for only 1.29 Pricing Tips Always round your selling price to the nearest 9. Don t use the $ sign when posting prices. Showing the $ sign has a negative effect on customers when making menu choices. Introducing a new product at a new price is not a price increase it s common sense. And offering a better burger will show most customers that you have their best interest in mind. It also happens to be in your best interest! Do Less... But do it Better! As the labor reduction trend continues in healthcare, strategic menu streamlining becomes even more important. The solution: Do less, but do it better. And the Pat LaFrieda Angus Burger helps fill that bill perfectly. 5

6 Purchasing Stock up on all the extra toppings that make a great burger. Traditional Bun These are shipped frozen. On the day of the promotion, thaw or slack the buns on sheet pans for approximately 1 hour. For best results, heat in a 375º F oven for 2 minutes, and let stand 3-5 minutes before serving. Preheating the buns is not essential, but if you can manage this step it will raise the quality of the finished burger to the highest level. Bourbon Bacon Lean, thick-cut and smoked for 14 hours over applewood and oak, the smoky-sweet flavor is the perfect complement to Pat Frieda Burgers. Cooks evenly and finishes to a golden brown color. Packaged for easy use. Intriguing Cheese Fusion Combinations Flavorful, evenly melting combinations Blue Marble Jack cheese, Horseradish Dill Cheddar, Habanero Jalapeno and traditional sharp cheddar elevate these burgers yet another notch above the ordinary. Also consider the newest addition to the Glenview Farms cheese line: Smoky Ghost Pepper Jack for an added kick! Each slice is 1 oz. versus the street standard ½ oz. conveniently packaged with ¼ paper sheaths between slices for separation without breaking. 6

7 Burger Preparation Tips and tricks from the pros. Pat La Frieda ¼ lb. burgers are shipped fresh never frozen. You and your grill cooks need to be aware of the proper way to cook this quality product. Most grill cooks are used to frozen burgers, which obviously takes longer to cook from a frozen state. Frozen burgers can temporarily reduce the temperature of the griddle top prolonging cook time. With a fresh burger, the griddle temperature will stay hotter and burgers will cook quicker. We need to be careful not to overcook this burger. The cook time is much shorter with a fresh burger, usually only 2 ½ minutes per side depending on the griddle temp. Prior to the burger promotional event, take the opportunity to work with your grill cooks and the Pat LaFrieda burger product. Determine your griddle s cook time, ideally flipping the burger one time during the cooking process. 1. Place unseasoned fresh burgers onto the griddle top. 2. Lightly salt (Kosher or sea salt) & pepper the top side of the burgers only. 3. Allow burgers to cook undisturbed for approximately 2 ½ minutes and then flip. 4. Let cook for approximately 30 seconds (while burger juices settle) and then place the 1oz. appropriate cheese slice on the cooked surface. 5. Allow burgers to finish cooking and the cheese to melt approximately another 2 minutes. Work with the product and your specific griddle to determine the optimum cook time. The burgers need to be cooked through to 170ºF but we don t want to overcook them. Proper cooking will keep burger shrinkage to a minimum and allow for maximum bun coverage and exceptional taste. 6. Place the finished burger into 2 deep shot gun pans or the serving vessel of your choice and serve. Preferable with a wire mesh grill screen at the bottom to prevent the burgers from cooking further. DO NOT place cooked burgers in au jus, stock or water as a holding method. Chefs Burger Cooking Tips Cook burgers to inventory just in time to keep up with service. We have three different burgers on the menu for each day of the promotion. Each has a different cheese topping and your grill cook will have to observe finished product levels (on the steam table) to maintain the proper amount of each cheeseburger. Be sure to set aside a few plain burgers for the customer who doesn t want cheese. Consider utilizing a grill screen that can be placed on the griddle surface. Finished burgers can be held warm on top of the grill screen. The key to a quality burger is to make them as close to service as possible without having customers wait. 7

8 Burger Assembly Perfection every single time. Step 1. For high volume locations: Consider having one server place the requested burger with cheese and sauce (preferable from a squeeze bottle) on the bun bottom with the total order placed in the disposable container or plate. Step 2. The partially completed order is then passed to server number two to complete the order with the appropriate burger accompaniments then topped with the bun lid. This is the fastest way to customize the burger. Step 3. Add the side dish and hand the completed order to the customer. Don t forget to smile. Station Set-Up and Chef Recommendations The station mise en place needs to be prepared accordingly. Follow your standard set-up for traditional burger promotions. Iceberg lettuce and Romaine greens should be shredded. Romaine is a Superfood. Tomatoes slices should be large enough that only one slice is required for each burger. Spreads should be placed in squeeze bottles for easy application. Cooked Bacon strips should be cut in half, then CRISSCROSSED as they re place on the burger. Use dill pickle chips or a single spear for a garnish. Be sure to drain the coleslaw well before service. Use tongs to serve the sautéed mushroom & onion marmalade. 8

9 Menus Day 1 Horseradish Cheddar Burger Angus Burger with horseradish cheddar cheese, crispy onion straws and dill pickle coins with fresh dill and horseradish mayo served on a classic burger bun. PRODUCT PORTION PORTION COST ¼ oz. Angus Burger 1 ea Horseradish cheddar cheese 1 oz..33 French s Onion Straws ½ oz..17 Dill pickle coins ½ oz./2-3 CT..02 Dill Horseradish mayo ½ oz..03 Traditional Bun 1 ea..61 Total 2.33 BBQ Bacon Burger Angus Burger with sweet bourbon bacon, spicy pepper Jack - Habanero cheese, leaf lettuce and smoky BBQ sauce on a classic burger bun. PRODUCT PORTION PORTION COST ¼ oz. Burger 1 ea Habanero jalapeno cheese 1 oz..28 Bourbon bacon 1 ea..22 Leaf lettuce or field mix ½ oz..03 Smoky BBQ sauce ½ oz..14 Traditional Bun 1 ea..61 Total 2.45 The All-American Cheeseburger Available Both Days Angus Burger with American cheese, shredded lettuce, tomato, onion and mayo on a classic burger bun. PRODUCT PORTION PORTION COST ¼ oz. Burger 1 ea American cheese 1 oz..17 Shredded Iceberg lettuce ½ oz..02 Tomato large 2 each.12 Sweet white onion ½ oz..08 Mayo ½ oz..07 Traditional Bun 1 ea..61 Total

10 Menus Day 2 Two-Cheese, Bacon & Mushroom Burger Angus Burger with marble Blue and Jack cheese and sweet bourbon bacon, sautéed mushroom & onion marmalade and served on a classic burger bun. PRODUCT PORTION PORTION COST ¼ oz. Burger 1 ea Blue marble jack cheese 1 oz..27 Bourbon bacon 1 ea..22 Mushroom & Onion Marmalade ½ oz..18 Traditional Bun 1 ea..61 Total 2.45 The Bacon Cheese Burger Angus Burger with sweet Bourbon bacon, sharp cheddar cheese, arugula and pickled onions on a classic burger bun. PRODUCT PORTION PORTION COST ¼ oz. Burger 1 ea Bourbon bacon 1 ea..21 Cheddar cheese 1 oz..13 Arugula or Field mix 1.2 oz. volume.21 Pickled onions ½ oz..12 Traditional Bun 1 ea..61 Total 2.45 SIDE DISHES Available Both Days Of The Promotion Bourbon Molasses Baked Beans Creamy Coleslaw House Baked or French Fried Potatoes PRODUCT PORTION PORTION COST Bourbon Molasses 4 oz..22 Baked Beans Creamy Coleslaw 4 oz..33 House Baked French fries 4 oz. -volume.17 10

11 Burger Assembly Two-Cheese, Bacon and Mushroom Burger Angus Burger with marble Blue and Jack cheese and sweet bourbon bacon, sautéed mushroom & onion marmalade and served on a classic burger bun. Blue Marble Cheese Bourbon Bacon Mushroom & Onion Marmalaide Top and Serve BBQ Bacon Burger Angus Burger with sweet Bourbon bacon, spicy pepper Jack - habanero cheese, leaf lettuce and smoky BBQ sauce on a classic burger bun. Smoky BBQ Sauce Habanaro Pepperjack Cheese Bourbon Bacon Leaf Lettuce 11

12 Recipes Sweet Pickled Onions Ingredients Sweet white onions large, peel & slice paper thin on a slicer Quantity 3 ea. Onion Marinade Mixture: White wine or Champagne vinegar Sugar Large whole beets (raw, peeled, diced) Salt 1 qt. 2 cups 1 ea. 1 tsp. SET ASIDE - Distilled vinegar 2 cups Preparation 1. Place marinade mixture ingredients into a blender and pulse on medium for 30 seconds. Don t over blend. We want to achieve the beet color but still keeping the mixture coarse. 2. Strain the marinade through a chinois/sieve. Discard the beets. 3. Add the 2 cups of (set aside) distilled vinegar to increase the volume of the marinade. 4. Place sliced onions in marinade and refrigerate overnight. 5. The marinated onions will achieve a beautiful beet color and the marinade will cut the sharp onion flavor. 6. Place onions in a serving container. 7. Serve ½ oz. as an upscale burger condiment. Horseradish and Fresh Dill Mayo Ingredients Prepared horseradish Prepared mayo Fresh dill chiffonade Quantity ½ cup 1 qt. ¼ cup Preparation 1. In a mixing bowl combine all ingredients and blend. 2. Spoon mixture into a squeeze bottle or ¼ pan for service. 12

13 Recipes Sautéed Mushroom and Sweet Onion Marmalade Ingredients Button mushrooms sliced Large sweet white onions thin julienne Honey Worcestershire sauce Cider Vinegar Quantity 1 qt. by volume 1 ea. ¾ cup ¾ cup ½ cup Preparation 1. Sautee onions and mushrooms separately over high heat in sauce pans. 2. Once mushrooms have caramelized and the moisture is gone, add to the onions. 3. Reduce heat and cook together until onions have reached a clear and golden brown. 4. Add honey, which will help with the caramelization - 2 to 3 minutes. 5. Add cider vinegar and reduce to a syrup consistency. 6. Add Worcestershire sauce and reduce to a syrup consistency. 7. This will take another 5 minutes to 7 minutes on low heat. 8. Serve ½ oz. as upscale burger condiment. Sauté Mushrooms Sauté Julienne Onions Combine Mushrooms and Onions Add honey, then cider vinegar; reduce. Then add Worcestershire sauce; reduce. Place in serving dish 13