MCLEAN, Virginia—Although the casual-dining segment is still suffering the effects of the ongoing economic downturn, some chains are appealing to diners’ newfound economic austerity by menuing small plates and other shareable items with reduced portion sizes that sport an attractive price point—often well under the price for traditional appetizers. Houlihan’s, The Cheesecake Factory, California Pizza Kitchen and BJ’s Restaurants have all added small-plates items to the menu.
Houlihan’s recently added 23 new small plates to the menu. These new items accounted for 28% of all items sold in one test market. Last month, California Pizza Kitchen unveiled its “small cravings” menu, and The Cheesecake Factory added “small plates and snacks” to its menu last year. Last month, BJ’s added six “snacks and small bites” to the menu.
Millennials (also known as Generation Y), in particular, are a target market for small-plates offerings. “This is how the next generation is eating,” said Bob Hartnett, CEO, Houlihan’s.
