Good Times Restaurants Inc. (NASDAQ: GTIM) today announced it is rolling out a new chicken platform in February and March based on Springer Mountain Farms antibiotic-free, hormone-free, responsibly raised chicken tenderloins that will be hand breaded daily in each of its restaurants. The Company said that the move will make Good Times the only quick service restaurant in its market that serves all natural, responsibly raised beef and chicken that is hormone free, antibiotic free with no pesticides or animal byproducts in the feed.
Commenting on the introduction, President & CEO, Boyd Hoback said, “For years we have used Coleman and Meyer Ranch All Natural beef and we’ll now be able to offer a true all natural chicken with the Springer Mountain Farms product, which we believe is the highest quality available in the market. ‘All Natural’ by itself has become so overused as to be rendered somewhat meaningless and we are committed to offering a true natural product with protocols that ensure no hormones, no antibiotics, no pesticides or animal byproducts in the feed and responsible practices for animal welfare and environmental impact, which both Meyer Ranch Beef and Springer Mountain Farms rigorously follow.”
The Company reported that the new chicken platform has been in test for the past several months and has yielded substantially increased chicken sales as a percentage of its total sales at those test restaurants. Hoback added, “It’s taken quite a bit of refinement by our operations team for us to deliver the quality and consistency we need by hand breading in each restaurant, but the customer response has been overwhelmingly positive. It is a strategic move that aligns with our brand position to offer fresh, all natural, handcrafted quality and helps to continue to differentiate us from the larger QSR competitors. We plan to support the product introduction with television advertising and extensive sampling to generate trial and awareness.”