Customer Experience

How Customer Feedback Created the PB&J Burger

February 18, 2016

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A restaurant in California has an unusual take on the classic American burger: They blend comfort foods together to create menu items one can’t help but be interested in – like the P.B. and Jellousy burger, or the Stuffed Lasagna burger (the burger of the month).

Scott Slater, who has a passion for burgers and is the owner of Slater’s 50/50, said he listens to the voice of the customer to alter menu items and service.

“We adapt our menu and our service to what we feel our guests are asking for,” Slater said.

The restaurant collects customer feedback from different sources. Their “fingers are always on the pulse” of digital feedback as well as the formal feedback, Scott said.

Feedback from guests can get as specified as the degree of greasiness of the onion rings.

“We’ve gone through about ten different onion rings because I can’t find one that doesn’t get greasy,” he said. “I don’t find them greasy, and when they’re made perfectly they are not greasy. I do know we don’t always make them perfectly, and I can tell because our Yelp reviews say that they still come out greasy. We’re still trying to work on finding an onion ring that’s not greasy.”

What really makes this burger restaurant’s six locations stand out is their unique take on burgers, including the Peanut Butter and Jellousy burger. The idea originated from one young guest who asked for a burger with peanut butter and jelly.

“We had a peanut butter and jelly sandwich on the kids menu and the biggest component to our restaurant is a ‘design it’ menu,” Slater said. “You can go into the restaurant – there’s a checklist where you design your own burger. [There are] seven proteins, four breads, 12 [kinds of] cheese, 30 toppings and 20 sauces (something like that).”

Guests choose from the variety of menu items to create their own burger.

“We put the peanut butter and jelly on there just because we had it in house and we weren’t using it for anything else,” Slater said. “[A] kid put it on there and loved it. And we threw it on the menu with two strips of bacon.”

Two strips of bacon, beef, peanut butter and strawberry jelly on a honey wheat bun. If you thought the simple combination was enough, here’s a surprise — there’s another topping option: vanilla ice cream.

Slater’s 50/50 is not the only restaurant to use the iconic combination of peanut butter and jelly for a burger.

8 Oz. Burger Bar in Seattle offers something similar, with fig jam and cinnamon spiced peanut butter on The Ballard Ave. burger.

Yelp has contributed to the success of Slater’s 50/50

“I wouldn’t be where I am without Yelp,” Slater said. “The day I opened up in 2009 — before I even opened — I engaged Yelp, and for the first two years of being open we were on the ‘hot’ Yelp list.”

All of Slater’s restaurants are four stars with over 1,000 reviews.

“If you’re using the Yelp app and you’re anywhere close to my restaurant, chances are, I’ll pop up,” Slater said. “It’s been invaluable.”


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