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MINNEAPOLIS, April 24, 2013 (GLOBE NEWSWIRE) -- On April 15
Famous Dave's, (Nasdaq:DAVE), became the first craft BBQ brand to elevate a regional BBQ staple to the national stage – Burnt Ends. Just a week in and consumer response has been as hot as the griddle that creates their dark, caramel finish.
"Burnt Ends immediately became our top selling appetizer, outselling our second most popular appetizer by three-to-one," said John Gilbert, CEO. "We're selling more than double the item volume as we did during our product test marketing. It's fair to say that this addition has resulted in incremental sales at the restaurant level; we've seen nearly a double-digit increase in appetizer sales, alone. Our guests have discovered Burnt Ends and they're letting us know how incredible they are."
Customer comments are streaming in through traditional channels such as the Famous Dave's Guest Relations and restaurant teams. The company is also in the midst of a social media campaign,
#BBQGold, encouraging Burnt Ends fans to submit their comments and pictures via
Facebook, Twitter and Instagram. The company launched Burnt Ends with a new advertising campaign and its
television spot had thousands of views on YouTube within the first few days.
"They are the most tender piece [sic] of meat I have ever eaten," wrote one Facebook fan. "Tried them for the first time last week and was knocked out by how great they were…" Twitter fans added,"The burnt ends at
@Famous_Daves were out of this world"; and "Mmmm... Yummy Burnt Ends at Famous Dave's! You gotta try 'Em".
A long-held staple in Kansas City, Burnt Ends have largely remained a limited commodity in the barbecue world, the intense flavor coming from select portions of slow-smoked brisket where the juices mix with sugars and seasoning to create a smoky, crispy bark. It was the portion of the brisket that pitmasters kept for themselves or served only to the first guests through the door.