Reston, Va.-based Thompson Restaurants has revamped the menu at its matchbox locations across the DMV, emphasizing lower prices and value-focused offerings.
Mumia Fatiu, Thompson Restaurants’ vice president of operations, explained their strategy to Restaurant Business Magazine last April: “At matchbox, we believe our value proposition is our sweet spot and serves as the biggest differentiator between us and our competition. When it was time to create a spring/summer menu, we went back to our roots, balancing approachability, quality, and price. We’d rather have a discounted check at 100% of tables than have empty tables. We’re betting that good food at an affordable price will increase guest traffic over time.”
According to a press release, the new menu features five starters priced under $14 and the revival of an original 2003 menu item, the Pepperoni and Meatball Roll, for just $13. Matchbox has also introduced shareable and novel dishes like the Crab and Avocado Tower (lump crab, guacamole, mango salsa, french bread), a Cilantro Lime Chicken Salad for lunch, and a dinner-size portion of Crab + Shrimp Fettuccine (homemade lobster sauce, crab meat, shrimp, tomatoes, garlic) priced at $16, $18, and $26, respectively.
Additionally, new pizza flavors such as Pepperoni + Hot Honey (vodka sauce, pepperoni, mozzarella, hot honey, basil) and Sausage + Peppers (garlic, zesty tomato sauce, hot Italian sausage, roasted red peppers, mozzarella, ricotta) are available for $18 and $24.
As the outdoor dining season arrives, matchbox has brought back the fan-favorite Patio Pounder Lemonade (lemonade, watermelon-infused vodka, fresh watermelon) and introducing the Jalapeño Cucumber Margarita (jalapeño-infused tequila, orange liqueur, cucumber, lime). The brand also rolled out a new Happy Hour menu featuring $5 domestic beers, $10 cocktails, and popular eats like Drunken Meatballs, Arancini, and Hot Artichoke + Spinach Dip, ranging from $8 to $10.
According to Fatiu, “Since we lowered prices and revamped the menu, Happy Hour now accounts for 8% of sales.”
Guests can indulge in new sweets, all priced at $10, including the giant Chocolate S’mores (homemade chocolate brownie, milk chocolate, marshmallow, graham crackers), Strawberry Shortcake (homemade sweet biscuit, fresh strawberry sauce, Häagen-Dazs vanilla ice cream, whipped cream), and NY Style Cheesecake (blueberry sauce, whipped cream).
Matchbox has retained several long-standing menu favorites, such as its popular Mini Burgers, available in 3, 6, or 9 portions served with onion straws, BBQ Baby Back Ribs, Pan Seared Scallops, and Sausage Rigatoni Pasta. Additionally, the brand’s Ribeye has been improved with a larger 14-ounce portion and better quality for the same price of $38.
Matchbox’s brunch menu has also been revamped. “We started with brunch when we talked about adding value back to the menu. Matchbox used to be known as the best brunch in metro-D.C., so we took the brunch menu apart and rebuilt it. We now have lines out the door again,” Fatiu said.
Family-run and minority-owned Thompson Restaurants operates fourteen brands with 70 locations, including Milk & Honey, Wiseguy Pizza, and matchbox, which has twelve restaurants across the DMV and Florida, including Downtown Silver Spring. Matchbox locations seat 250 to 350 people on average, but Fatiu is confident that their value will attract enough guests to compensate for their lower prices.
“We are a neighborhood restaurant where guests can have a great experience for $20,” Fatiu told Restaurant Business. I hope more restaurants follow suit.”
Photos Courtesy of Thompson Restaurants