News

Back Yard Burger going bigger with burgers

April 10, 2013

Nashville-based better burger chain Back Yard Burgers is going bigger this year with a thicker and juicer one-third pound, char-grilled Black Angus patty. Guests may also add American cheese, Swiss cheese, hot Pepper Jack cheese, cheddar cheese, coleslaw, chili, bacon, sautéed mushrooms and jalapeños. The new burger is a permanent addition to the menu, said CEO Dave McDougall.

The chain's company-owned locations are also re-introducing their Classic Seasoned Fries, which are crispy on the outside, fluffy on the inside.

"We believe guests will be as excited about the introduction of the Bigger, Better Burger as we are," McDougall said. "Not just because it's a great bang for your buck, but also because it's the most delicious and most premium burger available in the segment. And our Classic Seasoned Fries? Well, we listened to our guests, and they are back...in a big way."

A TV commercial will support the launch of the new premium burger in addition to in-store, point-of-purchase materials, Back Yard Burger eClub member offers and print support.

"It's always a challenge to adequately communicate and promote the uniqueness of a food offering as common as the burger," said Monte Jump, CMO. "But we think we've captured the size, taste and freshness of the Bigger, Better Burger in our newest TV spot, and we are looking forward to extending special offers for the launch to our guests through our eClub and print support in the marketplace."

Both launches come under the new direction of McDougall, who took leadership of the 83-unit chain in January.

Read more about promotions.