Bucking Bull's Evolution
Invigorating the brand’s unique proposition.
"Bucking Bull has come a very long way in the last 12 months. A couple of years ago we took a good long look at the brand, the opportunities in the market and identified what we needed to change in order to stay relevant to our customers," Aktiv Brands Managing Director Stuart Beechen told QSR Media.
"It would have been foolish to ignore the market’s changing palettes and emerging food trends, so menu development has been an important focus for 2015."
Over the last 6-12 months, a considerable amount of energy has been put into developing a range that he considered as not only innovative, but unique to the Bucking Bull brand. The brand introduced the new Signature Range of rolls which features Bucking Bulls signature roast beef, pork and lamb in premium flavour combinations.
"There’s no point rolling out the same ‘gourmet’ options as everybody else on the market, so we’ve stayed true to our heritage by producing products that really do take roasting to the next level. The range has been developed by our Corporate Development Chef, and features flavours such as Smoky Beef with Onion Rings and a Smoky Chipotle Sauce, Slow Cooked Lamb & Fetta with Aioli, and Roast Chicken with Brie and Cranberry Mayonnaise," said Beechen.
Launched last month at the new store in Baldivis, Western Australia, the Signature Range is also accompanied by a series of new roast centric gourmet Spuds. Both line of products are now available in selected Bucking Bull sites.
"For Bucking Bull’s menu to stay relevant and to appeal to this new breed of consumer, we needed to create new and exciting ways for customers to experience their favourite traditional roast meats," he noted.
"In the food court setting, we’ve somewhat always been the odd ones out, providing what we like to call ‘slow food, served fast’. While the lights might be off next door, at Bucking Bull the oven is on and it’s slow roasting the next day’s selection of meats. We’re proud of our roasting techniques, but we’ve never truly celebrated them in an innovative or exciting way before."
Adding, "ask any QSR and they’ll tell you of the huge impact of the ‘Masterchef Effect’. The rise of cooking focused reality shows of course has given life to a group of customers who are increasingly food savvy, resulting in changing expectations and purchase behaviour in the grocery and dining sectors, and now we’re experiencing this shift in the food court."
