Silver Dollar Diner gives Shoney's, Wendy's run for the money

Nation's Restaurant News, Dec 12, 1988 by Jack Hayes

Silver Dollar Diner Gives Shoney's, Wendy's run for the money

MOULTRIE, Ga. -- The Silver Dollar Diner Inc. is cutting into the breakfast business at Shoney's and Wendy's here with the first unit in a 24-hour concept it hopes to build and sell across the Southeast.

Former magazine publisher and modular home builder Ron Fortune, president of the new firm, said he plans to open Silver Dollar Diner units in Atlanta by Jan. 1.

After that, he noted, the company will begin marketing the 70-seat, 2,000-square-foot diners to independent restaurateurs for placement in small out-parcel properties like shopping center parking lots.

"We're similar to the OK Cafe [a successful Atlanta concept conceived by the Liberty House Inc. group, which also operates Trotter's and Bone's]," Fortune said. "After we get a few company units going, we'll begin to franchise."

The Silver Dollar Diner unit here, operating about 90 days, is the only 24-hour restaurant in town. The Blue Plate Special concept works with two open-view grill operators and four waitresses.

"We're more grass roots than themey," said Fortune. "We're not yuppie but not blue-collar either. We'll attract business people for breakfast and family dinner."

Jerry Hart, a chef at the unit here, said The Silver Dollar's best hours are between 9 p.m. and 9 a.m. "We were the only place in town with breakfast after 10:30 in the morning," Hart said. "Two to nine is the slowest shift."

Hart's hottest menu item, the Ultimate omelet, includes two eggs whipped with onions, peppers, mushrooms, and ham. Served with grits and toast, it sells for $3.25. "It's like the old Texas omelet," he said.

Recently, Silver Dollar began promoting a 99-cent breakfast special, and Shoney's and Wendy's -- feeling the heat -- have struck back with their $1.99 Breakfast Buffet and $1.89 Breakfast Bar, respectively.

Shoney's, in fact, has stretched its Breakfast Buffett hours until 8 p.m.

Silver Dollar's other hot special in this 38-restaurant town is The Big Bopper, a $1.95 burger with lettuce and onion. "Like the diner, it has a lot of sparkle," Hart said.