Johnny Rockets Joins the Patty Melt Party

Filed under LTO, Marketing, Menu, Pricing, QSR Burgers

rocketsmelts[More fun: East Coast chain Friendly’s has added new BurgerMelts: Grilled Cheese BurgerMelt and Zesty Queso BurgerMelt.]

On Jan. 19, not even three weeks into the new year, forecast 2010 as the Year of the Melt. That projection came when Whataburger revived its Patty Melt as a limited-time offer. The chain followed the Patty Melt with its Chicken Melt and burgers-on-toast have regularly popped up on QSR and casual-dining menus since then.

The latest is Johnny Rockets, which has put not one but three new classic Rocket Melts on its menu as LTOs. They are a classic Patty Melt, a just-like-your-mom-made Tuna Melt and a BBQ Chicken Bacon Melt. Prices vary but these sandwiches are premium products: $6 each for the Patty Melt and Tuna Melt; $8 for the BBQ Chicken Bacon Melt.

Among the other burger-on-toast creations we’ve seen this year are Red Robin Gourmet Burgers’ All-American Patty Melt, Checkers/Rally’s line it called simply Melts, and O’Charley’s Better-With-Bacon-Patty-Melt on its new menu. The Grilled Cheese Bacon Burger that Carl’s Jr. and Hardee’s added in January is served on toast, but they decided not to use the term “melt” because they’re like that.

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