Contents

 Small burger, big profit
 Kraft products create impact

Mini burgers answer the call of diners looking for a quick, fun bite that packs good burger flavor.

Chefs are taking the power of the burger and downsizing it into playful mini burgers. Capturing the colossal appeal of America’s favorite sandwich, they are delivering it in a new and exciting way.

Mini burgers, or sliders, are popping up on bar menus, kids’ menus, and regular menus nationwide. The chefs we spoke to stress the casual, fun element that a mini burger brings to the menu.

At Ruby Tuesday, with just under 900 units worldwide, the Ruby Minis were introduced last year and account for 6% of overall sales. “That’s a huge number and we’re really pleased,” says Julie Reid, vice president of culinary research and development for Ruby Tuesday.

For its entrée of Ruby Minis, diners can choose either four minis or two minis with a salad bar. Both come with fries. Each seasoned and grilled 2-ounce patty of USDA choice ground beef is topped with American cheese and onion straws. The patty is placed between toasted white buns and garnished with mayonnaise, mustard, ketchup, and pickle. On the kids’ menu, two Ruby Minis are served, but garnished only with ketchup.

“When we came up with our Ruby Minis, we really wanted to make the burger unique – not just a mini version of a bigger burger,” says Reid. Portability was also important. “Our guests can take home intact burgers and reheat them. There’s no lettuce or tomato, so they maintain their integrity.”

Mini burgers are served on the bar menu and on the kids’ menu at The Keg Steakhouse & Bar, with 17 units nationwide. For the bar menu, the Keg Sliders feature three ground prime-rib patties on white buns. The first sports Swiss cheese, the second sees a honey/BBQ sauce, and the third slider is slathered with a blue-cheese sauce.

Launched last September, the Keg Sliders are one of the top two sellers at the bar. “The sliders are really popular,” says Marko Gotowiec, director of foodservices for Keg Restaurants, Ltd. “It’s a great share item, and really fosters that fun, interactive feeling that you want in your bar.”

For the kids’ menu, two sliders are offered, with a choice of fries, Caesar salad, or seasonal vegetables, and are served with the honey/BBQ sauce.

Turn to Kraft products to punch up your mini burger recipes. Offer these flavor-enhancing condiments:

• A dollop of Mayo for a tangy flavor
• A touch of Grey Poupon for robust flavor
• A slathering of Bull’s-Eye barbecue sauce for bold, rich flavor