The results suggested a menu overhaul that changes a third of the offerings between removing, replacing, upgrading, and tweaking staple items. In that focus gathering, Kutac says the term “craft” kept coming up.
“What we were trying to find out is what is our food? Are we just American? We felt we could deliver what we’re calling ‘inspired pubfare.’ And what that does is that allows us to have a recognizable term that people can understand what that looks like,” he says. “But it doesn’t limit us to let’s say, nachos and Mozzarella sticks or something along those lines. We’re going to take things and elevate them.”
The names are still a work in progress, but Growler USA is working on a Brussels sprouts dish that’s crispy fried Brussel sprouts tossed with lemon vinaigrette and finished with bacon and cojita cheese.
There’s a fish ‘n chips offering featuring beer-battered cod (naturally) accompanied with sweet slaw, scratch made tartar sauce, and sidewinder fries. Guests can also substitute tots upon request.
Then Growler USA developed three burgers:
One with Nitro BBQ sauce, thick-cut bacon, and cheddar, all topped with crispy onions.
The next has housemade guacamole, mayo, and provolone cheese, garnished with tortilla strips.
Lastly, a burger with Jalapeno coins baked in a Parmesan crisp with a kickin' aioli.
Kutac estimates the menu revamp will take about nine months from planning to implementation. He wants to make sure Growler USA gets it right, as opposed to getting it quick.
The chain did product mix data reporting to see which items should go and which should just be modified. It then, in addition to the consumer points, opened up a comprehensive field survey that Kutac was pleasantly surprised to see 100 percent participation in from operators around the system.
“It went through all the factors,” he says. “How important is a different lunch menu for you to bring in a clientele during the day that might not be a beer drinker all the way through? What would you add, what would you take away? Are you looking for higher price point items? How important is vegetarian, gluten free? We really wanted to get the voice of the operator earlier on.”