Country Kitchen's right-priced promo is a 'classic.'

Nation's Restaurant News, Oct 19, 1992 by Bill Carlino

MINNEAPOLIS--As part of a continuing effort to lure customers with a broad spectrum of price points, Country Kitchen has launched "Country Classics"--a promotion featuring a series of economically priced, single-dish meals.

Slated to run through mid-November, the initial troika for the 231-unit family operator based here includes lasagna, beef stroganoff and a chicken-and-biscuits offering with a cream sauce, all priced at about $5.

"We fell that part of our niche in the family segment is our ability to cater to customers at both high and low price points," explained Jon Ostrov, vice president of marketing for Country Kitchen.

The bargain County Classics come on the heels of the chain's "steak program" -- a three-month promotion featuring a trio of U.S.D.A. choice steaks ranging in price from $6.95 to $9.95.

"These [promotions] are part of our ongoing strategy to expand the customer base," said Frank Steed, president and chief executive of Country Hospitality Corp., operator and franchisor of Country Kitchen. "Some are designed to bring back former customers, while others may lure some that haven't dined with us before. Some of our past programs have even become a permanent part of the menu."

As an example of a short-term promotion remaining for the long haul, Ostrov reported that the selections offered during the recent steak program--a N.Y. strip, a rib-eye and a top sirloin -- have since been integrated into Country Kitchen's regular menu. County Kitchen even has classified the steaks as an "option" for the chain's "Hungry Man's" breakfast offering -- three eggs, hash browns, four pieces of toast and a choice of steak.

"Family dining doesn't accurately describe the segment we're in ," Steel added. "We think of ourselves as |three-meal contemporary dining,' meaning that we offer something for everyone, not just the typical menu items found in the family segment. That's helped build unit sales."

According to the company, average unit revenues are hovering at about $835,000 vs. the year-ago total of $778,000. Meanwhile, systemwide sales are projected to top $185 million, compared with the $178 million figure reported for 1991.

For the upcoming holiday season, Ostrov reported that the chain would also experiment with takeout party platters, which can accommodate up to eight guests.

Although still in the planning stages, the party platters will offer basic items, like cold cuts, cheeses, macaroni and potato salads, breads and soft drinks. Currently, the chain will offer two to three trays of various sizes.

"This is just another tool in the kit to drive incremental business," Ostrov said. "We'll offer it an as an option or elective to the franchisees. This is not a big strategic drive, but rather a low key program to see if we can do it. There is a tremendous opportunity out there, especially during the holiday season. If it's successful, we may expand the number of items later."

Following Country Classics, Country Kitchen will repeat last year's Winter White Sale promotion, featuring an eggs and pancakes combination for $1.99, a hot turkey or roast beef sandwich for $2.99, and a spaghetti and meatball entree for $3.99.

Meanwhile, to enhance the visual appeal of its menu items, Country Kitchen has upgraded its food photography on menus and point-of-sale materials via a process called "measured photography."

"Some of the food shots appeared to be muddied and almost nobody,' Ostrov pointed out. "But with this new process, the photographer and the separator discuss the technical parameters of the shot, and then they work with the transparencies."

Country Kitchen also has filmed another addition to its nostalgic TV campaign, which already features period recreations of patrons dining at a Country Kitchen unit in 1939 and in the 1950s.

The newest segment features a 1970s scene, nostalgically focusing on the long gas lines. The new segment adheres to the company's ongoing theme, "Country Kitchen, American Favorites, Yesterday and Today."

Ostrov reported that the company's in-house ad typesetting system has come on-line. Titled, "Ads Are Us," Country Kitchen franchisees can select a "shell" ad from the chain's marketing manual, list pertinent criteria like price point information, products and dates, and the department will send them back camera-ready art in five working days at no charge.

The chain is also gearing up to open its second unit in Puerto Rico, a downsized version at the San Juan airport. The Puerto Rican-based franchisee, Aviation Services, plans to open a total of four Country Kitchen units in the Caribbean commonwealth within the year, including the first hurricane-proof building in San Juan's Rio Grande and Hato Rey sections.

Country Kitchen

Minneapolis Number of units: 231. Annual sales: $185.3 million. Average per-store sales: $835,000. Per-person average check: $5. Leadership: Frank Steed, president and chief executive. Ownership: Carlson Cos. Inc.