 Señor Frog’s new U.S. location finds more guests eating up while existing locations continue to quench thirsts
Myrtle Beach, South Carolina – The first corporate-owned location in
the U.S., Señor Frog’s Myrtle Beach, is seeing a reverse in ratios of
food to alcohol sales than what parent company, Grupo Anderson’s, is
used to seeing at its locations across the border and overseas.
The 12 Señor Frog’s located throughout Mexico and the Western Caribbean
show food sales make up only 25% of all sales while the remaining 75%
are attributed to sales of alcoholic beverages. The food to
alcohol sales ratio changes however, when the fajitas and margaritas go
head to head on U.S. soil – Señor Frog’s Myrtle Beach sees 55% food
sales and 45% alcohol sales.
One explanation for the reptile’s increase in food sales in the U.S.
market is that Americans are more likely to try different types of
cuisine on their own soil rather than when vacationing abroad.
That comfort level is contributing to an average check of $24 per
person in food sales at the Myrtle Beach location versus $19 per person
in Mexico’s and the Caribbean’s spots.
A new menu at Señor Frog’s Myrtle Beach may also be a reason guests are
frequenting the restaurant for lunch and dinner, versus just coming in
for the creative cocktails and late night party scene that the flagship
brand has been known for since the first location opened more than
thirty years ago.
When it opened in June 2005, Señor Frog’s Myrtle Beach introduced a new
menu that includes its traditional Mexican dishes but also adds
signature American items infused with a Mexican twist. And the
numbers show they are indeed eating them up.
Non-U.S. locations’ higher percent of alcohol versus food sales can
easily be attributed to the different types of guests these locations
attract – many of whom are young (at heart, at least) and looking to
let loose and fully experience Señor Frog’s.
“Señor Frog’s is not just a restaurant or a bar. It’s a full
entertainment idea and concept,” said Jorge Hinojosa, vice president of
development for Cancun-based Grupo Anderson’s. “People are
entertained from the minute they walk in to the minute they walk out.”
With its infamous party scene featuring nightly entertainment, non-stop
activities and the 16-ounce “Yard Glass,” it is no wonder vacationers
to any one of Señor Frog’s locations in Mexico or the Caribbean are in
the party (and drinking) mood not long after walking in the door.
The Mexico and Caribbean locations average sales of 2.5 drinks per
person tallying up to a $14 average check. Popular items on those
checks are the take-home yard glass and the Tequila Bandera. Yard
Glass drinks include a take-home souvenir glass, prompting even higher
alcohol sales.
Make no mistake, Señor Frog’s Myrtle Beach also exudes the party-like
atmosphere similar to its long distance counterparts, but it is
family-orientated enough to cater to the family vacation types that the
South Carolina tourist destination sees more of.
Future U.S. Señor Frog’s locations may cause the percentage of alcohol
sales to change as well – the second and third U.S. locations are
planned for Honolulu and Las Vegas in 2006 – both more similar to the
Mexican and Caribbean pads in terms of the average tourist.
Overall, Señor Frog’s is proud of both its reputable party scene and
unique authentic menu. Percentages in food and alcohol sales may
go up and down, but thumbs will always be up after a visit to any Señor
Frog’s.
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Media Contact:
Quantified Marketing Group
407.936.1010
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