Red’s True Barbecue, the fast-growing barbecue chain, which is in talks on securing new investment, is launching a new express menu to capitalise on consumers looking for a smaller, quick eat at lunchtime.
Called Now Safe For Work (NSFW) Express Lunch and priced at £6.95 the company aims to attract a city centre worker audience who are “price sensitive and conscious of portion sizes”.
The menu, which is inspired by the company’s most recent pilgrimage road trip to Texas and features six new dishes, will run across its sites in Leeds, Headingley and Manchester.
Hero items include the Texas Fold’em, a slice of white bread layered with slaw, pit beans, crushed nachos and a St. Louis rib and the Hot Mess, a salt-crusted sweet potato topped with smoked Black Angus brisket chili, grated cheese, housemade peppered bacon, chipotle sour cream, fresh red chili, spring onions, and a lime wedge. All include a bottomless soft drink.
The brand is supporting the launch with a random act of kindness promotion called The Hand Of Red, giving customers the chance to win their lunch for free. It will be promoted in-restaurant, through social media and radio.
Scott Munro, co-founder of Red’s, said: “Besides drinking great bourbon, our annual Pilgrimage to the States provides invaluable research, insight and ideas for our business. Our last trip in 2013 helped uncover the now famous Red’s Donut Burger, which has gone on to sell more than 100,000 and counting, so we’re confident the NSFW Express Lunch menu will captivate our believers and drive increased sales during lunchtime.”
The brand will open its fourth site in Nottingham in January 2015, and has earmarked a further three openings during the year.
