Restaurant chain Frankie & Benny’s is looking to take customers back in time with its latest menu, which is inspired by its New York-Italian original dishes.
The new offer is the result of a customer-focused rebrand, 12 months after the loss-making chain was acquired by The Big Table Group.
The brand had been “unloved” over past years, said Frankie & Benny’s MD Debbie Husband, but the revamp marked a new chapter, with the company set to move back into profit under new leadership.
Frankie & Benny’s new menu will feature “timeless Italian-American classics” including stuffed calzones, classic meatballs and chicken parm, as well as New York staples such as bagels, baked pretzels and cookie dough desserts.
The chain called the menu overhaul its “biggest rebrand in its 30 years’ history”, taking the restaurant back to its original concept, launched in 1995 in New York.
The new menu is the result of a customer survey, which highlighted diners’ desire to see more original F&B dishes come back to the fast food chain.
Frankie & Benny’s said its “looking back to the future” approach was designed to bring back families who first fell in love with the brand for its “hearty portions and bold flavours”.
“From our customer-focused research it was quickly very clear we had a strong business, a solid platform to build on,” said Husband.
“Over the last year we have stabilised the business and got the engine ticking well, now it is about driving awareness and connecting with customers so we can drive growth and move forward.”
The chain, acquired by The Big Table Group in September 2023, announced it was on track to be back in profit thanks to efforts to revamp the brand.
The business had already swung to a £4m profit in its financial year up to September 2024, according to a statement made by the MD to the PA news agency.
“Since the business was acquired less than 12 months ago, we have turned the business metrics to the positive, developed a whole new menu and proposition with staff training and engagement that is ready to go,” added Husband.
“The next phase will be key to creating more brand love and more customers choosing Frankie & Benny’s.”
F&B is still operating its 57 sites, though The Big Table Group has cut around 200 roles and reduced staff hours following the acquisition.
As part of the rebrand, the 2,000 members of staff will wear a new uniform inspired by F&B’s classic apron.
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