Crafting a memorable guest experience was a major trend in 2023, and it will continue into 2024 as guests dining out look for something they can’t replicate at home.
The Brass Tap, a Tampa-based beer chain that opened its first location in 2008, is planning to meet that guest demand with a new food truck inspired menu in 2024. The menu will be available at all locations and will feature crave-worthy, Instagrammable eats at aggressive price points.
The limited-time menu comes on the heels of impressive growth for FSC Franchise Co., parent company of The Brass Tap and Beef 'O' Brady's. The company has 100 units in the pipeline, comps are up 6%, and FSC saw four new openings and 21 signings in Q3 alone.
The “food truck” aspect of The Brass Tap's new menu will be virtual, as the establishment will make all the menu items in its kitchens. Each iteration of the menu will have a limited run of eight weeks, and The Brass Tap is planning on updating and changing the menus throughout the year.
“We decided to supplement the current food menu with three to four seasonal food truck themed menus that we will feature throughout 2024,” says Heather Boggs, CMO of FSC. “We will offer the uniqueness that food trucks bring while also serving unique, craveable, and seasonal offerings without increasing the size of the current food menu.”
The offerings on the first virtual food truck menu will include some of the top-selling items on food trucks, like burgers, BBQ, and mac and cheese:
- When Pigs Fly Over Mac: Five pig wings on top of three-cheese Cavatappi pasta.
- The Biggy BBQ Mac Burger: 6 oz angus beef, cheddar cheese, 2 strips of bacon, pulled pork, BBQ sauce, mac & cheese served on a brioche bun. Served with fries.
- Macarito Wrap: Three-cheese cavatappi pasta, BBQ pulled pork, queso in a 12-inch tortilla. Served with tater tots.
“We are looking for this menu to complement the existing Brass Tap menu but also offer more on-trend and seasonal items,” explains Boggs. “They are a unique take on items that already exist like burgers, tacos, wraps, and shareables.
“We think [customers] will be pleasantly surprised with the uniqueness and variety that the seasonal food truck menu brings to The Brass Tap.”
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