"Never overstay your welcome; it's an age-old rule. Yet, Texas Roadhouse lovers, you might be unaware of a strategically ticking clock - sweet-toothed diners, look away. In a 2019 interview with Investors' Business Daily, former CEO Kent Taylor didn't mince his words: "We don't want our guests to stay for dessert. We like the table turns." The statement sounds impatient, but its sentiment is actually backed by smart reasoning."
"Desserts remain purposefully "mediocre," in Taylor's words (via Investor's Business Daily). In fact, of all the popular Texas Roadhouse menu items, ranked worst to best, post-steak options don't really get a look in. Interestingly, the company also bends the rules with dish categories. The loaded sweet potato (topped with caramel and marshmallow gooiness) is famously the Texas Roadhouse side dish that could double as dessert, and the same goes for its suspiciously-sweetened bread rolls."
Texas Roadhouse limits dessert options and accepts intentionally mediocre desserts to encourage faster table turnover and higher customer throughput. Former CEO Kent Taylor explicitly prioritized table turns, saying "We don't want our guests to stay for dessert. We like the table turns." The chain reclassifies sweet items like the loaded sweet potato and sugar-topped bread rolls as sides to prompt earlier ordering and avoid lingering. The strategy supports a fast-paced dining model focused on hand-cut steaks and operational efficiency. Technomic sales data showed 14.7% growth that helped Texas Roadhouse overtake Olive Garden, indicating the approach boosted revenue and brand strength.
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