Restaurant Chain Beverages: Seasonably Cool
As the temperature climbs, beverages go light and cool at restaurant chains of all stripes.
By David Farkas, Senior Editor -- Chain Leader, 5/1/2009
As seasons change, so do menus. When it comes to beverages, the emphasis this spring and summer is light, fresh and fruity. We grilled five restaurant companies about their warm weather offerings.
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Concept: LongHorn Steakhouse
Headquarters: Orlando, Fla.
Units: 320
Ingredients: blue agave tequila, watermelon-flavored vodka, watermelon syrup, sweet-and-sour mix and sugar on the rim
Size: 7 ounces
Price tag: $7.99
Seasonal rationale: LongHorn introduced this popular drink, its first flavored margarita, three years ago as a spring-summer promotional beverage, shaken and served tableside. Two years ago it was added to the core beverage menu. Today, it's promoted in spring as a fun, refreshing drink.
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Concept: Morton's, The Steakhouse
Headquarters: Chicago
Units: 84
Ingredients: tequila, orange-flavored liqueur, agave nectar, fresh lime juice, mint sprigs and fresh strawberries with a foam of raspberry puree, egg whites and lemon juice
Size: 14 ounces
Price tag: $14
Seasonal rationale: Summery drink with fresh fruit
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Concept: Social City Dinner Club
Headquarters: Metairie, La.
Units: 1
Ingredients: champagne, coconut, and peach or raspberry sorbet
Size: 7.5 ounces
Price tag: $11.99
Seasonal rationale: "It's light, cool and refreshing," says Bob Meyer, lounge division president for parent company Al Copeland Enterprises.
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Iceberg
Concept: Carvel
Headquarters: Atlanta
Units: 2,200
Ingredients: signature vanilla ice cream with orange soda, root beer or cola
Size: 12, 16 or 24 ounces
Price tag: $2.79, $4.79, $5.79
Seasonal rationale: Increased popularity of frozen beverages and growing desire for more portable items rather than ice-cream treats, says Stan Dorsey, vice president of R&D for parent company Focus Brands.
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Mug-A-Rita
Concept: Quaker Steak & Lube
Headquarters: Sharon, Pa.
Units: 31
Ingredients: tequila, salt, lime juice, tequila mix, and black-raspberry-or honeydew-flavored liqueur
Size: 22 ounces
Price tag: $7.99
Seasonal rationale: "The Mug-a-Rita is part of our summer Chillin' and Grillin' promotion," explains Katy Malaniak, senior director of culinary. "It will be promoted in an insert on the back of the menu."
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Concept: Culver's ButterBurgers & Frozen Custard
Headquarters: Prairie du Sac, Wis.
Units: 370
Ingredients: concentrated natural flavors, fruit puree and frozen Lemon Ice
Size: 12 ounces
Price tag: $2.19
Seasonal rationale: "We built on the heritage founder Craig Culver created with Lemon Ice. We took that piece and evolved it into the Cooler lineup; last year was bringing in Mango and Pomegranate Coolers, and this year, the great taste of black cherry," says Director of Research and Development and Executive Chef Jim Doak.
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Check out the Menu Development page for more restaurant chain menu promotions, rollouts and ideas. |






























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