VANCOUVER Wash. The gourmet quick-service Burgerville chain is hoping to test the sale of beer and wine at one of its Vancouver-area restaurants, if state liquor control officials give the green light.
Officials with the Vancouver-based chain, which is scheduled to open its 40th unit in May, said Wednesday that the chain applied for a beer-and-wine license for its Salmon Creek location about 40 days ago.
Jeff Harvey, president and chief executive of Burgerville parent The Holland Inc., contends that serving beer and wine would enhance the brand’s differentiated emphasis on quality food at a time when most burger chains are relying on value pricing to maintain traffic through the current economic downturn.
“The beer and wine story is really about the food and how we can enhance the guest experience with our food,” he said. “We don’t expect it to be in every one of our 40 restaurants.”
Harvey said he expected an update on the status from the Washington State Liquor Control Board on Thursday, and that a final vote is anticipated before April.
If approved, the test would include the sale of regionally produced beer and wine, which would fit with the chain’s emphasis on serving local and seasonal products.
In addition to the core burger lineup, Burgerville’s menu includes specials that change with the seasons. This month, for example, the menu includes a toasted French baguette sandwich with chicken breast, rosemary aioli and frisee, priced at $5.29. In April, a spinach-and-chicken salad with toasted walnuts will be featured; and May is asparagus month, with such items as lightly battered and fried asparagus spears, and a sandwich with provolone, mozzarella, tomatoes and asparagus on grilled sourdough.
The wine and beer would be available by the bottle and served in glassware, Harvey said. Pricing has not been established, but a serving of wine, for example, would be “north of $3.”
Beer and wine are typically higher margin items, offering the potential for increased profit, but Harvey noted that Burgerville would limit guests to two drinks per four-hour period.
“We’re not looking to sell high volumes of beer and wine,” he said. “We don’t want to convey the message of being a bar and grill.”
Operational challenges include ensuring that all staff at the restaurant involved in the sale of alcohol are over 21 and providing additional training, not only on the basics of alcohol service but also matching the beer and wine options with recommended dishes.
Harvey said he was inspired by fast-casual brands such as Portillo’s, based in Chicago, a burger and hot dog concept that offers beer by the schooner and wines by the glass alongside its beverage lineup of milkshakes, malts and smoothies.
Harvey considers Burgerville a quick-service chain because most units have drive thru service, but the concept offers limited table service, so it could be considered fast-casual.
In addition to the beer-and-wine test, Harvey said Burgerville is working on developing more value-positioned options for the menu that would include smaller portions for lower pricing, as well as family-sized options for sharing.
Last fall, the brand tested the sale of its seasonal sweet potato fries, offering guests the option of smaller and larger portions, rather than just one size. The move boosted sales overall, said Harvey, though guests tended to choose the “regular” size over the “small.”
In addition to wanting better quality food, “our guests are looking for ways to manage their food dollars,” Harvey said.
Contact Lisa Jennings at [email protected].
