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Press Releases
December 6, 2005
Seņor Frog's new U.S. location finds more guests eating up while existing locations continue to quench thirsts
Myrtle Beach, South Carolina - The first corporate-owned location in the U.S., Seņor Frog's Myrtle Beach, is seeing a reverse in ratios of food to alcohol sales than what parent company, Grupo Anderson's, is used to seeing at its locations across the border and overseas.
The 12 Seņor Frog's located throughout Mexico and the Western Caribbean show food sales make up only 25% of all sales while the remaining 75% are attributed to sales of alcoholic beverages. The food to alcohol sales ratio changes however, when the fajitas and margaritas go head to head on U.S. soil - Seņor Frog's Myrtle Beach sees 55% food sales and 45% alcohol sales.
One explanation for the reptile's increase in food sales in the U.S. market is that Americans are more likely to try different types of cuisine on their own soil rather than when vacationing abroad. That comfort level is contributing to an average check of $24 per person in food sales at the Myrtle Beach location versus $19 per person in Mexico's and the Caribbean's spots.
A new menu at Seņor Frog's Myrtle Beach may also be a reason guests are frequenting the restaurant for lunch and dinner, versus just coming in for the creative cocktails and late night party scene that the flagship brand has been known for since the first location opened more than thirty years ago.
When it opened in June 2005, Seņor Frog's Myrtle Beach introduced a new menu that includes its traditional Mexican dishes but also adds signature American items infused with a Mexican twist. And the numbers show they are indeed eating them up.
Non-U.S. locations' higher percent of alcohol versus food sales can easily be attributed to the different types of guests these locations attract - many of whom are young (at heart, at least) and looking to let loose and fully experience Seņor Frog's.
"Seņor Frog's is not just a restaurant or a bar. It's a full entertainment idea and concept," said Jorge Hinojosa, vice president of development for Cancun-based Grupo Anderson's. "People are entertained from the minute they walk in to the minute they walk out."
With its infamous party scene featuring nightly entertainment, non-stop activities and the 16-ounce "Yard Glass," it is no wonder vacationers to any one of Seņor Frog's locations in Mexico or the Caribbean are in the party (and drinking) mood not long after walking in the door.
The Mexico and Caribbean locations average sales of 2.5 drinks per person tallying up to a $14 average check. Popular items on those checks are the take-home yard glass and the Tequila Bandera. Yard Glass drinks include a take-home souvenir glass, prompting even higher alcohol sales.
Make no mistake, Seņor Frog's Myrtle Beach also exudes the party-like atmosphere similar to its long distance counterparts, but it is family-orientated enough to cater to the family vacation types that the South Carolina tourist destination sees more of.
Future U.S. Seņor Frog's locations may cause the percentage of alcohol sales to change as well - the second and third U.S. locations are planned for Honolulu and Las Vegas in 2006 - both more similar to the Mexican and Caribbean pads in terms of the average tourist.
Overall, Seņor Frog's is proud of both its reputable party scene and unique authentic menu. Percentages in food and alcohol sales may go up and down, but thumbs will always be up after a visit to any Seņor Frog's.
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Media Contact:
Ashley H. Hallmark, PR Manager
Quantified Marketing Group
407.936.1010
321.663.1209 c.
ahallmark@quantifiedmarketing.com
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