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Holiday Inn launches Burger Theory

Holiday Inn announced this week it will roll out its Burger Theory restaurant concept in the Americas. Burger Theory will feature a bar-centric rustic design and offer gourmet specialty burgers and craft beer. Burger Theory’s menu will also include salads, flatbreads and dessert.

According to Maurice Cooper, vice president of the Holiday Inn brand, Burger Theory is already operating at Atlanta’s Holiday Inn Airport South and will open in several additional Holiday Inn locations later this year. Cooper also explained that Holiday Inn wants to differentiate itself from competitors by offering attractive dinner F&B options to keep guests at the property in the evening.

Burger Theory will offer specialty burgers and parmesan french fries. The menu will also feature salads, flatbreads and dessert.
Burger Theory will offer specialty burgers and parmesan french fries. The menu will also feature salads, flatbreads and dessert.

“We want to create dinner experiences that our brand will be known for and will drive our performance,” Cooper said during IHG’s Americas Investors and Leadership Conference this week in Las Vegas.

Cooper also acknowledged Holiday Inn’s current F&B evening experience is somewhat outdated, which he hopes will improve with the new Burger Theory restaurant concept.

In addition to updated evening F&B options, Holiday Inn will be testing several breakfast ideas in 40 hotels in the United States and Canada during the first quarter of 2015. The tests include a pay-for-what-you-eat buffet, complimentary bakery items and an updated gourmet breakfast menu.

“More than half of our guests eat breakfast at Holiday Inn, which amounts to nearly 4 million guests a year,” Cooper said. “This time next year, we will have a new breakfast program.”

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