• USA Today, Wednesday, June 9, 2010 10:45 AM

Bruce Horovitz reveals that restaurant chains -- P.F. Chang's China Bistro, Burger King, Jamba Juice are three of the latest -- are increasingly licensing their brand names for products found in the grocery aisles.

"It's a search for new revenue streams," Nation's Restaurant News executive editor Robin Lee Allen tells Horovitz. "It's also a way to keep the brand top of mind." Then, too, it softens up consumers in markets the chain is entering, points out consultant Linda Lipsky.

P.F. Chang's, which made its rep on the tastiness of its offerings, is utilizing a new freezing technology developed by Unilever to offer eight frozen meals-for-two from $7.50 to $10. "There were enormous discussions," says Michael Welborn, head of global brand development at Chang's. "We can never do anything to tarnish the brand."

Burger King has teamed with the ConAgra Foods Lamb Weston division and rolled out King Krinkz seasoned crinkle-cut fries -- which are cooked in the microwave -- for $1.10. And Jamba Juice has a line of Frozen Fruit Sorbet & Yogurt bars made by Oregon Ice Cream.

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