Red Rooster overhauls its menu for the first time in its nearly 50-year history with a new spicy burger range
- Red Rooster launches new burger range in all restaurants across the country
- ‘Hellfire’ range will bring with it an added kick that includes a new spice range
- Jalapeno mayonnaise, habanero chilli sauce and reaper chilli sauce will be sold
- Change comes as Red Rooster looks to reflect interests of a younger market
Red Rooster has overhauled its menu for the first time in nearly 50 years with a new spicy burger range.
From today the ‘Hellfire’ range will be sold at all of its 350 restaurants across the country, offering customers a new menu item that comes with an added kick.
‘Customers can expect a great new spicy burger experience,’ director of marketing Ashley Hughes told Daily Mail Australia.
‘Red Rooster has the advantage of being positioned as a wholesome brand in consumers minds with product quality at its core and we can now add a contemporary product to appeal to this looking or a fast and tasty burger range.’
Red Rooster has overhauled its menu for the first time in nearly 50 years with a new spicy burger range
Up for offer includes three new burgers on a premium potato bun with chicken coated in buttermilk – as well as the added option of a single or double stack.
Three new sauces will also be brought into the mix, ranging from mild to spicy.
Jalapeno mayonnaise will be the least hot, with habanero chilli sauce a step above and the reaper chilli sauce the real deal.
Even so, Mr Hughes noted the heat would not cut into the overall enjoyment of the burger.
‘The hot is hot, but not too hot you won’t want to come back for more.’
The change to the menu comes nearly 50 years after Red Rooster opened its doors in 1972.
Traditionally, the fast food chain has been focused on its loyal 35 to 40 year-old market audience, though Mr Hughes hopes the new addition to the menu will attract a younger, 20 to 35 year old market.
He said the push would reflect the interests of customers who were looking for a more ‘modern, contemporary flavour’.
‘Hellfire is a great opportunity for Red Rooster to recruit millennials who love burgers and whom increasingly are looking for more adventurous flavours including spice and heat,’ Mr Hughes said.
A Morgan Research report revealed Red Rooster trailed behind big hitters in the fast food industry like McDonald’s and KFC.
Nearly 53 per cent of Australians ate at McDonald’s in an average six months in the year to March 2018.
From today, the ‘Hellfire’ range will be sold at all of its 350 restaurants across the country, offering customers a new menu item that comes with an added kick
KFC followed behind with just less than 41 per cent of visits, while Red Rooster placed sixth on a little over 16 per cent.
The new burgers at Red Rooster will be put on offer as part of a 10-week promotional offer and will be permanently placed on the food menu depending on its success.
According to Mr Hughes, North Queensland chains trialed the new burgers last year and met success.
Red Rooster will also look to review certain items on its menu as it moves to drop less popular items.
Mr Hughes said old favourites like potato and gravy, peas and corn had made the cut and would continue to be served at the many restaurants.
Traditionally, the fast food chain has been focused on its loyal 35 to 40 year-old market audience, though Mr Hughes hopes the new addition to the menu will attract a younger, 20 to 35 year old market