Boston Market announced Monday that a new food item has been added to their menu in an effort to bring in new customers.
According to the Huffington Post, the Colorado-based chain, known for its rotisserie chicken and turkey, introduced St. Louis-style ribs to its menu Monday. The new campaign is being marketed with the tagline "We Love the IRS," with IRS meaning "Incredible Rib Specials."
The ribs were tested in Boston Market restaurants in New York and in Virginia. The Boston Market in Burke is located at 9278-A Old Keene Mill Rd.
The decision to add ribs to the menu at Boston Market came about after the company tested other ideas with 100,000 customers via email surveys and taste tests, according to the article. Ribs, the research revealed, scored higher than any other meat suggested.
Recent testing at Boston Market restaurants in Baltimore showed rib sales comprised 12 percent of total sales, 6 percent higher than the 6 percent goal the company was aiming for with the new campaign.
Boston Market has 471 locations nationwide.
Do you eat at Boston Market? Are you happy with the choice of ribs for a new menu item?