The new concept will target busy customers that are on the go and don’t have a lot of time to sit down and eat.
The initial Ed's Dinerette venues will replace the Shakes ‘N Dogs in Meadowhall and Bluewater food courts.
Chief executive of Ed’s Easy Diner Andrew Guy said: “Ed’s Dinerette will allow us to go for smaller units and at the same time promote our core offering of hamburgers, shakes and dogs. We’re confident that Ed’s Dinerette will become known for great value and fast and efficient service – served with a smile. The new brand extension will hopefully open up options for further growth across the UK.”
Short menu
The new Dinerette concept will offer a shorter menu than the larger Ed’s Diners, focusing only on selling hamburgers, hot dogs, fries and milkshakes. This will allow a quick point of sale for those that are in a rush. Customers will be able to get smaller burgers at a lower price, but can also add another burger on and go from a 3oz single to a 6oz double burger.
With hot dogs, the Dinerette will offer a choice of the three bestselling types from the larger venues with fries. There will also be a new ‘Meal Deal’ concept which includes a burger, fries and soft drink. Drinks on offerwill include standard soft drinks and hot beverages as well as milkshakes which are classic to Ed’s Diner.
At the moment Ed’s Easy Diner has 26 full diners, one Ed’s Shake Stand and the two new Ed’s Dinerettes, having most recently opened a diner in Brighton.
Fastest-growing group
In April BigHospitality reported that Ed’s Easy Diner had topped the 2014 Zolfo Cooper Profit Tracker. The annual index, produced in association with our sister title M&C report, charts the growth in profit of privately-owned operators in the eating and drinking out market.
Ed’s Eady Diner topped the list with an annual growth of 127 per cent, just ahead of Hawksmoor and Bill’s restaurant.