Nathan’s Famous – a quick service restaurant best known for New York-style hot dogs – is revamping its menu in 2020. The update includes changes to the brand’s burgers, new heroes and milkshakes and the addition of a chicken program.
“This is a higher-quality concept,” James Walker, the brands senior vice president of restaurants, said. “We wanted to elevate the entire menu to the level of the hot dog. They truly are best in class.”
The chicken menu pays tribute to the brand’s New York City origin. Sandwiches, tenders and a half chicken served with fries and pickles will feature names like Hell’s Chicken Sandwich, BBQ Bacon Tribeca and Harlem Hot Honey Half Chicken.
Serving sizes will be generous and the new chicken sandwiches will contain double breasts. Walker calls “large, healthy, high-value portions” part of the appeal of Nathan’s.
Fried chicken sales in the U.S. have seen significant growth in recent years, increasing by 42.1% between 2011 and 2016. Southern fried chicken – like the new menu options at Nathan’s – continues to be the most popular nationwide. In this style, chicken parts are breaded or battered and then fried.
Store redesign
Nathan’s Famous also plans to debut a new store prototype later this year. The new design combines elements from the chain’s original Coney Island location with modern New York City loft-style elements – a move the brand says will be both memorable and Instagramable.
“As customers line up to order, they will pass glassed-in display grills cooking signature items like our hot dogs, cheesesteaks, and burgers. We intend for them to see the pride and care with which their food is prepared,” Walker said in a news release announcing the new design.
The new restaurants will feature black steel beams and industrial-style windows, cement floors and communal tables, while the décor will highlight vintage New York elements, including mosaic and subways tiles.
Like what you just read? Sign up now for free to receive the Poultry Future Newsletter.