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Writer's pictureInsightTrendsWorld

Insight of the Day: Why Chicken Salad Chick is enhancing its dessert menu

Findings:

  • Chicken Salad Chick has expanded its menu to include cake for the first time, starting with white chocolate layer cake.

  • The cake is made with a 40-plus-year-old family recipe from Piece of Cake founder Melissa Bunnen Jernigan, who continues to serve as the company's "Cakexpert."

  • The cakes will be displayed on the counter, making them more accessible.

  • Though Piece of Cake's offerings have previously been tested at a handful of Chicken Salad Chick locations, this marks the first time they're available systemwide.

  • In the stores where cakes are currently sold, it's around a 3% product mix.

  • The cakes do not require refrigeration, which supports Chicken Salad Chick's grab-and-go business model and makes them convenient for customers.

Key takeaway:

Chicken Salad Chick is enhancing its dessert menu by introducing whole cakes and cake slices in a bid to improve the customer experience, increase menu variety, and boost average check size.

Trend:

The trend of fast-casual restaurants expanding their dessert menus to offer more premium and indulgent options is gaining momentum, as consumers seek a complete dining experience.

Conclusions:

  • Chicken Salad Chick's decision to add cakes to its menu is a strategic move to cater to consumer demand for indulgent desserts and enhance the overall dining experience.

  • The company's focus on quality and convenience, along with the use of a well-established family recipe, is likely to resonate with customers.

  • The introduction of cakes is expected to boost sales and contribute to the company's broader growth strategy.

Implications for brands:

  • Fast-casual brands should consider expanding their dessert menus to offer more premium and indulgent options to cater to evolving consumer preferences.

  • Partnering with established bakeries or dessert brands can provide a competitive advantage and ensure high-quality products.

  • Focusing on convenience and grab-and-go options can appeal to busy consumers and drive sales.

  • Emphasizing the use of high-quality ingredients and family recipes can build trust and credibility with consumers.

  • Integrating desserts into a broader growth strategy can help brands achieve their expansion goals and increase revenue.

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