Cheers - March/April 2016

Cheers is dedicated to delivering hospitality professionals the information, insights and data necessary to drive their beverage business by covering trends and innovations in operations, merchandising, service and training.

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Page 21 of 59 22 • March/April 2016 | | | | | | PROFILE | | | | | | R ed Robin is known for its burgers, its family-friendly atmosphere and its often creative approach to mixology. But the casual restaurant brand—with 528 locations in 43 states and Canada—wants to be more of a beer destination. That's why the $1.3 billion chain has updated its beverage menu to more prominently feature macro beer brands, national craft and local microbrews. A sleeker and less colorful logo adds "And Brews" to the tagline Red Robin Gourmet Burgers to get the point across. Why the shift? For one thing, the chain's signature menu item—the burger—is a perfect match with beer, especially all of the different styles of brews and brands available today. As far as the overall strategy, "It's about balance," says president Denny Marie Post. "We want to meet the needs of more people and attract more customers of different demographics." Specifi cally, Red Robin wants to appeal to grown-ups, those likely to enjoy an adult beverage or two with their meal. While the chain will remain a family-friendly restaurant, Post says, the adults-only segment of diners is more recession- proof than others. Families tend to tighten household budgets during economic downswings, and one of the fi rst expenses families eliminate is eating out, she notes. Red Robin Gourmet Burgers And Brews hopes that its revamped beer program and other adult-beverage initiatives will boost the percentage of its sales from alcohol. "WE WANT TO MEET THE NEEDS OF MORE PEOPLE AND ATTRACT MORE CUSTOMERS OF DIFFERENT DEMOGRAPHICS." — Denny Marie Post, president, Red Robin ROCKIN' ROBIN Burger chain Red Robin is tweaking its brand to focus more on beer By Kyle Swartz

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