Dive Brief:
- Smoothie King will launch Chicken Flatbreads as a permanent menu category on June 23, starting with three flavors — ranch, chipotle and pesto — the company said in an email.
- Smoothie King said in April that it intended to launch flatbreads and other “high protein” menu items in the summer as part of a general expansion of the chain’s food offerings.
- Priced at $5.99, the flatbreads fit into a snacking niche on Smoothie King’s menu, and may help the brand attract health-conscious consumers interested in grabbing a bite alongside their beverages.
Dive Insight:
Smoothie King has been slowly expanding its food menu since 2023, when it added Smoothie Bowls. Last year, the brand rolled out toast and protein bowls across its system. These additions, and the new flatbreads, could help the chain increase its relatively low unit volumes.
The flatbreads' high protein content — 15 grams — and low calorie total — under 270 — could help the items appeal to health-conscious consumers.
The chain has “received great feedback since the launch of our food menu and are thrilled to expand into flatbreads, giving guests more delicious and nutritious options every day,” Shannon Gewinner, Smoothie King’s senior vice president of marketing, said in a press release
Other brands have also emphasized protein in recent snacking forays, with Chipotle adding protein snack cups late last year. Snacking is growing in importance for many restaurant brands, Popeyes added wraps to its core menu, while Burger King is testing sliders. Dairy Queen is indirectly emphasizing food through its development incentive strategy.
