Boston Market ribs: Chain making biggest new food launch in six years
11:06 AM, Apr 1, 2013
NEW YORK (AP) — Boston Market is expanding beyond its well-known rotisserie chicken offering for a new meat: ribs.
The Golden, Colo.-based chain hopes the ribs, its biggest new food launch in six years, will help bring new customers into its restaurants. It's kicking off the launch with a tax-themed ad campaign starting Monday with the slogan, "The Big Rib-ate."
"It's a new product that will appeal to a wide audience," said CEO George Michel. "Ribs are not a product most people feel comfortable cooking at home."
Boston Market, which has 471 locations nationwide, offers food such as rotisserie chicken, turkey, brisket and vegetable sides for people to either eat in its restaurants or take out for meals at home.