Dive Brief:
- Rutter’s has launched the first wave of its new “South of the Border” menu, the company announced on Monday.
- The new fresh food lineup, which includes more than two dozen new or revamped classic taco recipes, eight limited-time specialty tacos and expanded customization for various other Tex-Mex items, went live on March 31, according to the announcement.
- Rutter’s continues to develop its foodservice program as the company aims to reach 130 locations by 2028.
Dive Insight:
Rutter’s South of the Border menu expands on its already formidable foodservice program, which also includes sandwiches, burgers, breakfast items and fried chicken. The retailer is also known for its rotating limited-time menu, which features unusual or decadent items, like a peanut butter burger, that could become full-time staples if they perform well enough.
The tacos offer several protein options, such as barbacoa, steak, pulled pork or ground beef, as well as Old Bay fried shrimp, rice and beans and veggie. There’s even a cheese taco, which replaces the meat with shredded cheese.
The limited-time specialty tacos, available through June, are fried chicken bacon ranch, BBQ pulled pork, classic steak, nacho-style taco meat, barbacoa queso, sweet heat shrimp, shrimp BLT and Old Bay Fish.
In addition to the new options, customers can now fully customize burrito, nacho and walking taco orders.
“Our goal is to deliver restaurant-quality options quickly and conveniently, while letting guests personalize every bite,” said Philip Santini, senior director of food service and bar strategy at Rutter’s. “The South of the Border platform provides dozens of flavor combinations across tacos, burritos, bowls, nachos, and walking tacos.”
The extensive foodservice program is one way Rutter’s is turning its stores into third places, encouraging people to not only visit, but also stay a while. This concept was also pushed forward with its 1747 Bar & Lounge stores, which have a sports bar, complete with TVs, sports tickers and video game terminals.
