Twinkies and Ho-Hos: that's what 'Sweet Memories' are made of; Country Kitchen rolls dessert promo aimed at nostalgic adults

Nation's Restaurant News, Nov 12, 1990 by Rick Van Warner

Twinkies and Ho-Hos: That's what 'Sweet Memories' are made of MINNEAPOLIS -- Striving to boost check averages in its Country Kitchen family restaurants, Country Hospitality Corp. is launching a new dessert promotion, featuring Hostess Twinkies and Ho-Hos.

The move is part of the 245-unit chain's strategy to broaden its customer base by adding new, more flavorful menu items.

Aimed at nostalgic adults, the "Sweet Memories" promotion will feature Twinkies and Ho-Hos snack cakes with ice cream and various toppings. Prices for a dessert will vary by market, but the offerings are expected to sell for about $1.95, the company said.

"We are seeking a leadership position in dessert marketing, particularly to adults wishing to indulge themselves after otherwise low calorie meals," stated Jon Ostrov, marketing vice president. "This market has traditionally been targeted to children."

Initially, the products offered will be Twinkie Shortcake, the snack cakes with vanilla ice cream, strawberries and whipped topping; Hot Fudge Banana Twinkie, Twinkies surrounded by vanilla ice cream, sliced bananas, hot fudge sauce and whipped topping; Hot Tin Ho-Ho, the chocolate, cream-filled snack cakes with vanilla ice cream, Spanish peanuts, hot caramel-butter-scotch and whipped toppings; and Hot Fudge Ho-Ho, Ho-Hos with vanilla ice cream, hot fudge and whipped toppings.

Selling more desserts is part of Country Kitchen's goal to boost its average check from its current level of $4.25 to about $6.50, Ostrov said during a recent interview at the company's Minneapolis headquarters.

Country Kitchen has also added a separate salad section to its menu, broadening its selection to include grilled chicken, Cobb, Mexican, and seafood salads. In test are a fajita salad and a chicken, peanut and raisin salad.

Meanwhile, with former Chili's executive and Culinary Institute of Amrica graduate Mark Thomas heading menu development efforts, Country Kitchen is moving to upgrade its menu offerings.

"We want to be a three-meal restaurant chain," said Country Kitchen president Frank Steed. "We're looking for a higher flavor profile, but we're being careful not to go too far. We view it as fine eating vs. fine dining."

Added Ostrov, "Eighteen months ago we had a fried-fish sandwich and a fried-shrimp basket, and that was it for seafood. Today we have trout and shrimp scampi. We used to have a dinner salad and a taco salad. Now we have five to six varieties that change two or three times a year.

"We're trying to increase our reach and check."

The new desserts will be launched on an optional basis, and about 75 percent of the chain's restaurants are expected to add them initially, Ostrov said.

A server incentive program tied to the launch offers cash prizes from $100 to $2,000 for the top-three-selling restaurants, the top-selling servers in those restaurants and the top- selling servers systemwide. The contest runs through mid-January.

Colorful table cards and server buttons also be used to support the new desserts.

Ostrov said that, based on the exceptionally high scores the products recorded during testing, he expects they will be put on the menu permanently next spring. Extensions to the line are being developed.