The Ale 'n' Angus Pub
in Syracuse, N.Y., sits in a prime location among sports arenas,
business centers and universities. And with American-menu favorites like
wings and burgers, it pulls in a great crowd. It started to attract an
even bigger crowd when it ran the Power Play Burger as a Burger of the
Week special. To help market the new burger and build traffic, Randy
Beach, owner, gave away up to five certificates for a free Power Play
Burger during each AHL Syracuse Crunch at-home hockey game. Redemption
was close to a whopping 90%. Fans came in, ordered the burger, loved it
and then voted for it as Best Regional Burger in the New York Beef
Council's Best Burger competition. It then advanced into the state round
and emerged as champion. In fact, the Power Play has now won this award
two years running. Bragging rights aside, winning "Best Burger in New York State"
has meant big business for Ale 'n' Angus. The restaurant's burger sales
soared from selling 9,000 pounds of burgers a year to 20,000 pounds of
burgers a year.
What Makes The Burger Such A Hit?
The Power Play Burger starts with an 8-oz. Angus burger. It's topped with 3 oz. of thinly sliced slow-cooked prime rib and a slice of Kraft Pasteurized Process American Cheese. The burger is served on a grilled N.Y.-bakery Kaiser roll with lettuce and tomato. And waiting for it on the table? A.1. Steak Sauce. "We tell our customers, and we tell our servers and bartenders to tell our customers: Don't put any other condiment on this burger," says Beach. Indeed, Ale 'n' Angus tabletops A.1. Steak Sauce both in the restaurant and at the bar. "The savory, bold flavor of A.1. enhances our burgers and our steaks," he says. "We display it on our tables because we want our customers to know that we're giving them a premium brand they love. We want them to know we don't skimp." A.1. Steak Sauce helps position the Power Play as a premium burger—it runs on the menu for $9.50 and carries a food cost of about 35%, depending on beef-price fluctuation. Technomic's 2011 Burger Consumer Trend Report reveals that more than one third of consumers will pay more than $6 for a premium burger.
What Makes The Burger Such A Hit?
The Power Play Burger starts with an 8-oz. Angus burger. It's topped with 3 oz. of thinly sliced slow-cooked prime rib and a slice of Kraft Pasteurized Process American Cheese. The burger is served on a grilled N.Y.-bakery Kaiser roll with lettuce and tomato. And waiting for it on the table? A.1. Steak Sauce. "We tell our customers, and we tell our servers and bartenders to tell our customers: Don't put any other condiment on this burger," says Beach. Indeed, Ale 'n' Angus tabletops A.1. Steak Sauce both in the restaurant and at the bar. "The savory, bold flavor of A.1. enhances our burgers and our steaks," he says. "We display it on our tables because we want our customers to know that we're giving them a premium brand they love. We want them to know we don't skimp." A.1. Steak Sauce helps position the Power Play as a premium burger—it runs on the menu for $9.50 and carries a food cost of about 35%, depending on beef-price fluctuation. Technomic's 2011 Burger Consumer Trend Report reveals that more than one third of consumers will pay more than $6 for a premium burger.
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