The last few times my husband and I have been to Boston Market, we left the place commenting how we no longer feel that place delivers a good value for what we pay. I used to love their chicken, and even though they've never been as cheap as fast food, we used to never leave hungry, and were grateful for an alternative to sandwiches and burgers. Nowadays, the chicken is dry and the pieces are small, reminding me of the starlings that mob the parking lot and make a mess of the car if we grab one of the shady spots that are so coveted in Texas.
Lately I've been seeing the commercials that they offer steak. Yeah, that's the bottom line: "We offer steak." There are a couple of versions, but both show a person pigging out on a plate of something you can't see very well. If someone told me it were shoe leather I wouldn't argue given the size and shape of the unrecognizable mass. Nothing in the commercial says it tastes good. Nothing in the commercial says it's a good value. Just eat a big 'ol steer (oh my mouth is watering now).
There are already a lot of chains where you can get steak around here, and cheaply if you're not picky. So if you introduce steak at a chicken joint (yes, they changed their name a long time ago but they're still "Boston Chicken" in my mind... although their meatloaf is good) and price it a couple dollars higher than your already too-high-priced meals, shouldn't you at least try to position it as delicious, and better than Golden Corral? I would think so, unless you slept through Marketing 101.
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