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$5 menu at Ruth’s Chris

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I never thought I’d see the day a high-end steak house would have menu items (other than soda) for less than $5. But a recession can make restaurants pull out all the stops.

In a promotion it’s calling $5 Prime Time, Baltimore-area Ruth’s Chris Steak Houses are launching a new menu this week and having a free public sampling Wednesday (today). The new menu features “small-plate” food items and drinks.

Food includes crab cakes, jumbo shrimp cocktail and mini kobe burgers. Drink options include select martinis, wines and domestic and imported brews.

Just goes to show that the recession is forcing some major creativity with restaurants — especially high-end ones that have the perception of being unaffordable when times are tough. Last year, Ruth’s Chris also launched a $39.95 three-course meal to combat that stigma.

Big Steaks Management, which operates the locations in Annapolis, Baltimore and Pikesville (which is not participating in the promotion), is not a public company, but Ruth’s Hospitality Group owns and operates most of the locations across the country as well as other high-end seafood and steak houses. That company struggled mightily in 2008, posting a loss of $53.9 million for the year compared with a profit of $18.1 million and $23.8 million in 2007 and 2006, respectively.

This summer, Big Steaks announced it was closing two of its other restaurants in Baltimore to focus on its steak houses and its other restaurant, Havana Club.

The Prime Time menu’s slogan is “Come for a drink, Stay for a bite,” so by no means will Big Steaks’ $5 menu items suffice for a dinner (unless you order a few for each person). But it does provide competition for appetizers and drinks at other bars and restaurants. For a couple dollars more, people can conduct some social business over drinks and an appetizer in a luxury setting. Your stomachs may not be as filled but you’ll look better doing it.

I only wonder — if you give a mouse a cookie, he’ll want a glass of milk. What happens when the economy starts improving for restaurants? Will all the deals go away at some point and if they do, will that anger customers?

Category: Baltimore, Business, Economy, restaurants

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