Dick’s Last Resort has unveiled the brand’s revitalized image, including a newly innovated menu. The restaurant concept currently operates 13 locations nationwide and enjoys bringing laughter to the masses with it's signature sarcastic vibe.
“The world today is chaotic, everyone deserves to take break from life and enjoy a huge helping of laughter,” said Marc Buehler, CEO of Dick’s Last Resort. “It really is the best medicine and we dish it up daily at Dick’s. While guests have always loved the unique entertainment experience, we knew doubling down on flavor would keep them coming back for more than just laughs. The newly rebranded Dick’s looks and tastes relevant.”
The new menu was developed in partnership with Mike Hufler, a culinary industry veteran. The menu includes better ingredients, fresh meats and a new focus on flavor, creating a finer experience for guests. The abundance of flavor and food has contributed to better overall value for lunch and dinner experiences. The Dick’s team is highly committed to the new direction. In fact, you may even find Buehler on the line during a busy shift ensuring each plate surpasses Dick’s 5-star expectations. Future additions to the menu are currently being developed for early 2019.
New additions to the menu include:
- Grilled Sirloin: 12 oz. sirloin topped with blue cheese bacon butter, served with asparagus and
- mashed taters
- Island Salmon: 8 oz. salmon filet grilled and topped with pineapple salsa, served with rice and
- roasted asparagus
- Ragin’ Cajun Chicky Pasta: Creamy spice cheesy sauce with blackened chicken, red and green
- peppers, onions and cavatappi pasta
- Baja Fish Tacos: Three soft flour tortillas, dressed with jalapeno lime mayo, chock full of fried cod, topped with fresh pineapple salsa, black beans and yellow rice
To complement the updated menu, new elements of Dick’s will include a revamped logo and website experience, highlighting the life Dick has lived the past 30 years. Additionally, restaurants will receive in- store face lifts with updated apparel, wall artwork and menus to ensure customers experience a clean escape from reality. Last but not least, Dick’s Last Resort will undergo a social media reboot. Dick is more unfiltered than ever and loves showing his exes he’s back on top.
“It’s rare to find a truly differentiated concept in today’s sea of casual dining brands,” said Rachel Phillips-Luther, founder of Impact Brands, the firm hired to lead future state brand strategy. “Dick’s Last Resort is in a league of its own. Impact Brands is proud to introduce a new, more relevant and compelling Dick's brand image and connect guests to Dick's crazy life story."