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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