FOOD
AS CULVER’S EXPANDS INTO NEW MARKETS, MENU INNOVATION ACCELERATES Behind the Menu: The Wisconsin-born fast-food chain is spreading its Midwest culinary roots into new territory, and that growth is fueling the launch of new menu items. C ulver’s has grown to over 1,000 locations as the go-to destination for Butter Burgers, creamy frozen custard, cheese curds and other
“We usually lean into interesting, flavored buns and different varieties of Wisconsin-based natural cheeses. We do a lot of different sauce plays with that, add some crunchy toppings for the burger, and end with something a little bit more indulgent than our Butter Burger,” said McDonald. “Seasonality plays a big role too; in the fall and winter, we want to do something more comforting and craveable, but in spring and summer, we’re looking for some crisper, fresher flavors.” Last fall’s Roasted Garlic & Bacon Pub Burger, for example, is layered with thick- cut bacon, cheddar, tomato, lettuce, pickles and garlic mayo on a garlic-herb pretzel bun. “We’ve had requests from some of our Southern franchisees for a little more spice, so we’ve been looking at different kinds of cheeses or sauces that will still satisfy that need regionally, but hold true to our menu and our brand,” said McDonald. The chain’s signature cheese curds are another platform that invites flavor innovation, especially when it comes to a little heat. “Every year for ‘Curdtoberfest’ we launch a new flavor, looking at different breading systems and sauces,” she said. “In 2024 everyone raved about the hot honey curds, and the jalapeño curds last year were a fan favorite,” she added. In 2015, Culver’s actually designated Oct. 15 National Cheese Curd Day and for the past few years, the chain has celebrated with a new LTO curd flavor. Even though it’s currently in high demand, Culver’s doesn’t push protein on
Midwest favorites. But with its footprint now extending way beyond its home of Prairie du Sac, Wisconsin to states including Arizona, Florida and Ohio, head of culinary Kasey McDonald felt it was time to give longtime guests more reasons to come to Culver’s. “We’re exposing new customers to our core menu so they can see all of the tried- and-true things that we’ve been doing, but in some of the locations where we’ve been for a long time, they want news,” she said. “They love our core, but they want a reason to come more often. So we are trying to really pick up innovation and offer a good range of limited-time items.” Toward that end, the chain is kicking off 2026 with a fresh menu vision that leans into the best of both worlds. McDonald has filled the pipeline with new spins on the premium Pub Burger, new fall desserts and custard flavors, and a menu item that draws inspiration from classic Wisconsin supper clubs. And even her culinary team has expanded in the last year, from two to four members. PLATFORMS BUILT FOR INNOVATION This coming year includes four Pub Burger releases with new twists. These limited-time burgers are built with premium ingredients on unique buns and have bolder flavor profiles.
PATRICIA COBE
PATRICIA.COBE@INFORMA.COM
30
RESTAURANT BUSINESS APRIL 2026
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