NEW ORLEANS, LA — As the sweltering heat of the Gulf Coast begins its slow retreat, the culinary landscape of the American South is undergoing a vibrant transformation. Ruby Sunshine, the celebrated purveyor of New Orleans-style brunch and sister brand to the iconic Ruby Slipper, has officially unveiled its highly anticipated September seasonal menu. Leading the charge is a bold, customizable smashburger program, signaling a strategic expansion of the brand’s lunch offerings.

From September 2 through September 29, participating Ruby Sunshine locations across six states are inviting guests to embrace the "anything-goes" spirit of the Crescent City. The limited-time lineup features a sophisticated blend of savory innovation, early-autumn sweets, and craft cocktails designed to bridge the gap between late summer and the crisp notes of fall.

Main Facts: A Customizable Culinary Vision

At the heart of the September rollout is the Build Your Own Burger initiative. While Ruby Sunshine has long been synonymous with high-end "bennies" (eggs Benedict) and oversized pancakes, this move into the premium smashburger space represents a calculated effort to capture the midday dining demographic.

The burger program is built on a foundation of flexibility. Starting at $13.25 for a single patty and $15.75 for a double, the dish begins with a meticulously seared smash patty served on a toasted brioche bun. The "smash" technique—pressing the beef firmly against a hot griddle—creates a caramelized crust (the Maillard reaction) that locks in juices while providing a distinct textural contrast.

Guests are then given a culinary "blank canvas." The customization process includes:

• The Foundation: Choices of classic American or sharp cheddar cheese.
• The Garden: Pickled red onions, grilled portobello mushrooms, or fresh jalapeños for a heat kick.
• The Signature Sauces: A curated selection including traditional remoulade (a nod to the brand’s Creole roots), zesty Creole mustard, and a seasonal house-made apple cider-bourbon BBQ sauce.
• The Over-the-Top Add-ons: For those seeking a true New Orleans "lagniappe" (a little something extra), the menu offers premium additions such as thick-cut bacon, a fried egg, savory bacon-onion jam, spicy chorizo, or fresh avocado.

Complementing the burger is a lighter, health-conscious option: the Kale Chicken Caesar ($18). This dish utilizes chopped kale, grilled chicken, and a robust dressing of lemon and Caesar, topped with parmesan and toasted breadcrumbs, offering a textural alternative for the lunch crowd.

The seasonal transition is perhaps most evident in the dessert and beverage categories. The Candied Apple Beignets ($7.25) serve as a bridge to fall, featuring the brand’s signature fried dough topped with a warm candied apple compote, vanilla mascarpone, and a drizzle of apple cider caramel. On the liquid side, the Apple Cider Mule ($10.50) and the Whipped Strawberry Mimosa ($11.50) provide sophisticated flavor profiles that deviate from standard brunch fare.

Chronology: From Mid-City Roots to Multi-State Success

To understand the significance of Ruby Sunshine’s current menu evolution, one must look back to 2008. The original Ruby Slipper Café was born in the Mid-City neighborhood of New Orleans, founded by Jennifer and Erich Weishaupt. In the wake of Hurricane Katrina, the restaurant was conceived as a way to revitalize a local neighborhood and provide a gathering place for a recovering community.

What began as a single corner café has, over the last 16 years, blossomed into a regional powerhouse. The brand eventually split into two identities: Ruby Slipper, which maintains the original name in the New Orleans area and Alabama, and Ruby Sunshine, which carries the same "Big Easy" DNA into markets across Tennessee, South Carolina, North Carolina, and Florida.

The development of the September menu followed a rigorous timeline of internal testing. Throughout the summer of 2024, the culinary team, led by Culinary Director Chef Marla Chua, experimented with flavor profiles that would resonate with the brand’s "boozy brunch" identity while strengthening its lunch-hour appeal. The decision to focus on a "Build Your Own" model for September was a strategic response to increasing consumer demand for personalization in the casual dining sector.

Supporting Data: Market Positioning and Recognition

The launch of the September menu comes at a time when Ruby Sunshine is enjoying significant national acclaim. In 2025, the brand was recognized by Newsweek’s Readers’ Choice Awards as the No. 2 breakfast chain in the United States. Furthermore, the company secured the top spot in Nation’s Restaurant News’ 2025 Breakfast Showdown, a victory attributed to its authentic New Orleans hospitality and its ability to scale signature items like their "Bennies" and "Eye-Opener" cocktails without losing quality.

The pricing strategy for the September menu reflects a "premium-casual" positioning. At $13.25 for a high-quality, customizable burger, Ruby Sunshine is positioning itself as an affordable luxury. Data suggests that the "brunch-all-day" segment is one of the fastest-growing in the restaurant industry, with consumers increasingly willing to pay a premium for unique, chef-driven breakfast and lunch items that cannot be easily replicated at home.

The brand’s expansion to 25 locations across six states has been supported by a robust digital infrastructure. The Ruby Bennies loyalty app has become a central pillar of their business model, allowing the company to track consumer preferences and push targeted notifications about limited-time offers like the September smashburger. This data-driven approach allows Ruby Sunshine to mitigate the risks typically associated with seasonal menu rotations.

Official Responses: The Culinary Philosophy

Chef Marla Chua, the Culinary Director for Ruby Sunshine, emphasized that the new menu is about more than just food; it is about the "playful" spirit of the kitchen.

"We got a little playful in the kitchen recently, challenging each other to give our guests some delicious combinations they might not expect from us," said Chef Chua. "We wanted the burger to leave plenty of room for interpretation, whether you want to keep it simple or build an over-the-top masterpiece. That same sense of flexibility carries through the rest of our seasonal menu, with options for something lighter, something sweet or something to sip."

The leadership team at Ruby Sunshine views these seasonal windows as an opportunity to test potential permanent menu additions. By introducing items like the Apple Cider-Bourbon BBQ sauce, the brand can gauge interest in specific flavor profiles before committing to long-term supply chain adjustments.

Implications: The Future of the "Daypart" Dining Trend

The introduction of a customizable smashburger at a predominantly breakfast-oriented establishment carries broader implications for the "daypart" dining trend. As the lines between breakfast, brunch, and lunch continue to blur, successful brands are those that can pivot their menu to suit various moods and times of day.

By leaning into the "smashburger" trend—a category that has seen explosive growth in the fast-casual sector—Ruby Sunshine is effectively "future-proofing" its lunch business. The addition of the Kale Chicken Caesar further ensures that the brand remains a viable option for groups with diverse dietary preferences, balancing the indulgence of beignets and chorizo-topped burgers with lighter, nutrient-dense greens.

Furthermore, the focus on seasonal beverages like the Apple Cider Mule highlights the importance of the "liquid brunch." For Ruby Sunshine, the bar is not merely an add-on but a primary revenue driver. The use of cold foam in the Whipped Strawberry Mimosa reflects an awareness of current beverage trends popularized by high-end coffee shops, showing a brand that is in tune with modern consumer aesthetics.

As Ruby Sunshine continues its expansion, the success of the September menu will likely serve as a blueprint for future seasonal rollouts. The blend of New Orleans tradition (beignets and remoulade) with modern culinary trends (smashburgers and kale) allows the brand to maintain its soul while appealing to a broad, national audience.

For fans of the brand, the message is clear: whether you are looking for a classic New Orleans breakfast or a bespoke burger masterpiece, Ruby Sunshine is committed to letting the "good times roll" well into the lunch hour.

Contact Information:
For more details regarding the September menu or to find a local participating restaurant, visit RubyBrunch.com. Media inquiries can be directed to Alex Frye at Champion Management via 214-641-0746 or [email protected]. Ruby Sunshine remains active on social media platforms including Instagram, TikTok, and Facebook under the handle @BrunchWithRuby.