The famous Frisch's Big Boy gets a new look and makes his debut at Great American Ball Park. The Enquirer/Sheila Vilvens
The new Frisch's Big Boy restaurant opening Downtown in spring of 2018 will be more than a new location for the iconic local diner chain; it will be a laboratory for testing some modern eatery features.
Frisch's CEO Jason Vaughn says the company is considering food deliveries from the store. It will also offer some pre-made food items for a "grab-n-go" section.
But even as it toys with latest conveniences, Vaughn also promises Frisch's will remain true to its local roots. While Vaughn has added a premium line of burgers to the menu, the diner is careful to keep the old variety of favorites that offer something for everyone.
Vaughn fielded a few questions from The Enquirer during the holiday crush. Here are highlights:
What’s the latest on that Downtown store?
We’re very excited to bring the Frisch’s brand back to downtown Cincinnati in the Spring, in response to requests from consumers. We see the Carew Tower location as an opportunity to serve guests who live, work, and visit the downtown area, including those who are coming downtown to enjoy one of the many events taking place in the city.
In recognition of the unique nature of the location and customer base, we anticipate convenience will be an important guiding principle – perhaps to include a grab 'n go feature, delivery, and large-order catering. The Carew Tower location will be a test and learn environment, as we iterate our menu offerings and service model based upon guest feedback.
Frisch’s may do deliveries from Downtown?
While plans continue to refine in advance of the Spring opening, at this point, and we continue to evaluate the range of delivery options and consumer expectations around them.
Last year, you unveiled a new look for restaurants -- how are the renovations coming along?
Restaurant remodels are an important part of our plan to connect with customers and continue to evolve the brand. This year, we’ve completed nine remodels, generating very positive guest feedback, and increases in sales and traffic. A total of 10 locations have been remodeled, since the new prototype look. In 2018, we anticipate 18 remodels, including our flagship Mainliner in the spring.
Through the remodel process, we want to create environments that project a warm, inviting feel, and are easy from an operations standpoint. We’ve learned along the way, and taken guest and team member feedback into consideration as we continue to evolve the remodel process.
How many stores are there now in the Greater Cincinnati/Northern Kentucky market?
System-wide, we have 121 restaurants, 54 of which are in Greater Cincinnati. Carew Tower will bring our Greater Cincinnati count to 55 locations, the first new store since the acquisition, with other local sites under consideration.
How’s the expansion plans coming outside Cincinnati?
We continue to evaluate expansion opportunities throughout the region, with a focus on franchise partnerships, to add to the 121 existing Frisch’s locations.
How are the premium line PrimeTime burgers performing for Frisch’s?
PrimeTime burgers and sandwiches remain an important platform on our menu, and we’ve had good success. PrimeTime offerings are nearing 10 percent of volume within the burger platform, and we’re seeing good guest interest in our recently-introduced PrimeTime breakfast sandwiches.
What is your menu philosophy?
We continually evaluate potential additions (and subtractions) from our menu, based upon guest feedback and requests, sales data, food trends, and competitor activity. That process led us to introduce chorizo, informed the development of our upcoming Lenten Seafood Bar, and brought us to the decision to extend our hot fudge cake platform to include a recent Pumpkin Not Fudge Cake, our current Peppermint Hot Fudge Cake, and an upcoming Red Velvet Hot Fudge Cake.
Yum! What’s the ETA on Red Velvet Cake?
Hot Fudge Cake is a long-time Frisch’s favorite. Pumpkin Not Fudge Cake was a new addition this fall, and Peppermint Hot Fudge Cake is back for a second holiday season. Because the ‘fudge cake platform’ is so well received, we’re extending it to the Red Velvet Hot Fudge Cake, which will be available in time for Valentine’s Day.
What are you doing to keep the old Frisch’s on the menu?
We’re always looking to celebrate our origins, which is why we are returning to crinkle cut fries over the next several weeks – that will be our fry offering.
What’s the limit on Frisch’s menu offerings?
We work to offer choices in our platforms (i.e. breakfast, burgers, sandwiches, dinner, dessert), while keeping the selection to a manageable amount for both our guests and our team members.
Our core menu features items across platforms such as burgers, sandwiches, breakfast, dinners, salads, soups, sides, appetizers, (kids) mini meals, and desserts – an intentionally broad offering, because we know that answering the question “Where should we eat?” is increasingly a group effort, and we want Frisch’s to be a restaurant of choice where consumers can find something they’d like to eat. And, we supplement with limited time offer items, rotated throughout the year, as a way to introduce new products and flavors that might eventually become core menu standards, based upon guest interest and sales.