Quick Look

  • Rutter's announced on Monday that it has launched the first wave of its new "South of the Border" menu.
  • According to the announcement, the fresh food line went live on March 31, featuring more than 24 new or improved classic taco recipes, 8 limited-time specialty tacos, and expanded customization options for other Tex-Mex dishes.
  • Rutter's continues to develop its foodservice program, with the company aiming to reach 130 stores by 2028.

Deep Dive

Rutter's "South of the Border" menu builds on itsalready robust foodservice programwhich also includes sandwiches, burgers, breakfast items, and fried chicken. The retailer is also known for its rotating limited-time menus, which often feature unusual or indulgent items, such as a peanut butter burger, that may become permanent staples if they perform well enough.

The taco lineup offers a variety of protein options, such as barbacoa, steak, pulled pork, or ground beef, as well as Old Bay fried shrimp, rice and beans, and vegetarian options. There's even a cheese taco that uses shredded cheese in place of meat.

Limited-time specialty tacos are available through June, including fried chicken bacon ranch, BBQ pulled pork, classic steak, nacho-flavored taco meat, barbacoa cheese sauce, sweet and spicy shrimp, shrimp BLT, and Old Bay fish.

In addition to the new options, customers can now fully customize their orders for burritos, nachos, and walking tacos.

"Our goal is to provide restaurant-quality options quickly and conveniently while allowing guests to personalize every bite," said Philip Santini, senior director of foodservice and bar strategy at Rutter's. "The South of the Border platform offers dozens of flavor combinations across tacos, burritos, bowls, nachos, and walking tacos."

The extensive foodservice program is one way Rutter's is transforming its stores into "third places," encouraging people not just to visit but to stay for a while. This concept is also advanced through its1747 Bar & Lounge locationswhich feature sports bars equipped with televisions, sports tickers, and video game terminals.