Ed’s Easy Diner have launched a new brand extension – Ed’s Dinerette. Initially replacing the existing Shakes ‘N Dogs in Meadowhall and Bluewater food courts. Ed’s Dinerette will open in locations with high footfall, targeting customers with a brief dwell time and those on-the-go.
Short menu
The short menu will focus solely on hamburgers, hot-dogs, fries and shakes, encouraging a quick delivery at point of sale. Smaller hamburgers will be available at a lower price point, with the option to add a patty and go from a 3oz single to a 6oz double burger. There will be a choice of three best selling hot-dogs and fries as well as a new hamburger ‘Meal Deal’ which includes classic fries and soda for £6.45. Drinks include the usual range of sodas and hot beverages and, of course, Ed’s Famous Hand-Made Milkshakes in many flavours.
Smaller units
Andrew Guy, CEO of Ed’s Easy Diner comments: “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.”
Ed’s Easy Diner recently opened at Churchill Square shopping centre in Brighton at the beginning of the July, with two more sites set to open at Victoria Place, Victoria Station at the end of the month and County Mall in Crawley in August.
Ed’s Easy Diner now has 26 full diners, 1 Ed’s Shake Stand, 2 Ed’s Dinerettes and 2 international Joe’s Easy Diner locations in Cape Town.
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