MENU INNOVATIONS | Staff Reporter, Australia

Red Rooster looks to appeal to a younger market with new Hellfire burger range

Customers now have the option to add reaper chilli sauce to the new burgers.

Looking to appeal to evolving tastes and trends, Red Rooster has unveiled its new Hellfire burger range, now available in all their restaurants across the country.

The new range consists of three new burgers on a premium potato bun with chicken coated in buttermilk, along with three levels of heat for customers to choose from.

Jalapeno mayonnaise is their mild sauce, habanero will be the medium level, whilst the reaper chilli sauce will be their hottest sauce for the Hellfire range.

"[The] Hellfire [burger range] is a great opportunity for (Red Rooster) to recruit millennials who love burgers and whom increasingly are looking for more adventurous flavours including spice and heat. Flavour taste profiles are changing and we are ensuring we have a relevant product offering to paly in this space," Red Rooster marketing director Ashley Hughes explained.

"Red Rooster has the advantage of being positioned as a wholesome brand in consumers' minds with product quality at its core and we can now add contemporary product to appeal to this looking or a fast and tasty burger range," he added.

(Also read: Get to know Ashley Hughes, Red Rooster's new Director of Marketing)

Do you know more about this story? Contact us anonymously through this link.

Click here to learn about advertising, content sponsorship, events & rountables, custom media solutions, whitepaper writing, sales leads or eDM opportunities with us.

To get a media kit and information on advertising or sponsoring click here.