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Back Yard Burgers Cooks Up Something New

Filed under Angus, Business, Design/Decor, Marketing, Menu

Back Yard Burgers moves its concept in several new directions with its first in-line restaurant, which has opened in a suburb of Nashville, where it is headquartered.

Dubbed the Back Yard Burgers Hermitage Grill, the unit is its first without a drive-thru. That’s a major change for a brand that began as a double-drive-thru, no-dining-room concept, says Ilex Pounders, its marketing manager. “But we think it’s a chance for us to deliver a better product—a hotter, fresher product—in a contemporary fast-casual environment,” he says, adding that this in-line design likely is “where the brand is headed.” Orders are placed at a counter but food—along with flatware and glassware—is brought out to seated guests. Bussers clean tables (avoiding the problem of guests inadvertently pitching the nice new flatware).

Burgers remain the menu stars and the Hermitage Grill offers a new $3.79 build-your-own-burger option that has been added at a few other BYB locations. It allows more customization with choice of third-pound Black Angus burger, chicken patty, ground turkey or veggie burger, five cheese and 20 other toppings. Specialty burgers range from $4.39 to $4.79, keeping pricing close to QSRs. Sweet-potato fries also are included on the menu board, which for the first time is digital, and a more casual-dining-style Chopped Salad for $4.49 has been added as well.

Back Yard Burgers operates more than 120 locations in 17 states.