Back Yard Burgers: Innovating for Franchise Success While Keeping Core Values in Mind

Innovation isn’t just a buzzword in business, it’s a directive.

“If a brand doesn’t reinvent itself every so often, it’s the kind of brand that dies,” said Monte Jump, COO of Back Yard Burgers. “Brands that die are those lacking in innovation, whether it’s food, restaurant design or something else.”

According to Jump, even brands that have a winning formula right out of the gate must be ready to reposition themselves for success.

“Consumer tastes and preferences change over time,” he said. “There might be a product offering that is wildly popular today and then, for whatever reason, falls out of favor. You have to be able to shift your approach.”

This is a philosophy Jump and the rest of the Back Yard Burgers team hold close. The brand is always on the hunt for ways to position itself and its franchisees for optimal achievement.

Currently the brand is conducting research into increasing visitation frequency among different consumer segments. Back Yard Burgers discovered it has an incredibly loyal following among a specific segment of its guests, with 16 percent of guests accounting for 50 percent of traffic. However, the company is unwilling to rest until it sees even more visits from the rest of its guests.

“One way to do that is with cool, innovative product ideas,” Jump said. “That’s why we spend a lot of time and effort to go out and create new flavors, such as our Kentucky Bourbon Burger and Kentucky Bourbon Chicken Sandwich.”

Back Yard Burgers also just finished testing a Mediterranean Chicken Burger in Nashville that did incredibly well with guests.

“It’s a chicken burger patty that is infused with flavors that give it that Mediterranean flair offered up in a five-grain flat bread with feta cheese,” Jump said. “It’s only 400 calories, so it’s got that healthy halo to it. It represents a more progressive flavor profile than what a lot of other places are doing.”

The brand knows that to be successful and relevant in the minds of consumers, it must deliver great quality products. However, at an individual unit level, serving up hot, delicious food in a clean, relaxing atmosphere while treating guests with respect is also essential.

“If you’re not doing those things, it doesn’t matter how you decorate,” Jump said. “Those are the core values for having a sustainable, profitable business in this industry. And if you’re not doing the basics, the rest doesn’t matter.”

Fortunately for Back Yard Burgers, its franchisees demonstrate these values on a daily basis, just one reason its guests keep coming back for more.