Shrimp Creole Rice Bowl

Developing a hot seller: The call for protein with a kick results in a strong new menu item for Desert Moon Fresh Mexican Grille

By Allison Perlik, Senior Editor -- Restaurants & Institutions, 1/1/2004

In its drive to increase guest frequency, Desert Moon Fresh Mexican Grille’s plan of attack was crystal clear. To complement chicken and steak offerings, the 15-unit Valley Cottage, N.Y.-based Mexican/Southwest-style chain wanted to add another protein, a seafood option mainstream enough to have broad appeal but sufficiently different so as not to cannibalize current favorites. Tests included everything from salmon to whitefish.

“We felt shrimp is perceived as a quality choice,” says President and CEO Michael Liedberg, who works with research-and-development staff on all new menu items. “Shrimp not only gave us the easiest appeal because customers know it, but from a presentation standpoint if we used a nice count shrimp it would be identifiable in the product.”

For the initial test in restaurants, cooked shrimp simply was added to Desert Moon’s basic rice bowl. When customer response during the April to June 2003 trial was lackluster, reinforcements were brought in.

Scott Armstrong, training general manager and operator of the Danbury, Conn., unit, suggested making it less Mexican and more like jambalaya. Although this would set the dish apart from the restaurant’s theme and menu, it was thought that the deviation would not confuse patrons. To nail a distinctive Creole flavor, Desert Moon turned to a vendor that helps the company create proprietary products.

“We work with them to develop flavor profiles as well as ingredients. There is a sauce we use for tortilla soup, and they recommended it as a Creole base,” Liedberg says. After about a month of such collaboration, the Shrimp Creole Rice Bowl debuted last August.

“We’ve been blown away by the feedback and the amount we’re selling,” says Fred Kirvan, director of research and development. “This dish has the components that create appeal: sweet peppers; bacon; jerk seasoning on the shrimp; and soothing sour cream at the end.” It accounts for 10% to 12% of the sales mix.

Using rice, an inexpensive starch, also allows the chain to offer a hearty portion, which “has a lot of appeal,” Liedberg adds.

The $5.99 price tag, slightly above Desert Moon’s target, reflects the product’s menu position as a value choice if not quite a loss leader, he says.