NEW ORLEANS, LA – Ruby Slipper, the acclaimed New Orleans-born brunch powerhouse, has officially announced a significant expansion of its midday offerings this September. Known globally for its innovative take on “Big Easy” hospitality and morning classics, the brand is pivoting toward a more robust lunch profile for the early fall season. The new limited-time menu, which debuted on September 2 and runs through September 29, introduces a provocative blend of unconventional flavor profiles, including peanut butter-topped burgers, traditional New Orleans hot sausage, and seasonal autumnal desserts.

This strategic menu expansion comes at a time when Ruby Slipper and its sister brand, Ruby Sunshine, are enjoying unprecedented national recognition. Recently ranked as the No. 2 breakfast chain in America by Newsweek’s 2025 Readers’ Choice Awards, the company is leveraging its culinary momentum to challenge the traditional boundaries between breakfast and lunch.

Main Facts: A Bold Fusion of Sweet, Savory, and Seasonal

The September lineup is defined by its willingness to experiment with "unexpected" combinations. At the heart of the launch are two standout burgers designed to capture the attention of both traditionalists and culinary adventurers.

The Yo Mama’s Peanut Butter Bacon Burger ($15) serves as the menu’s most daring entry. Featuring a double-smashed beef patty, the dish layers creamy peanut butter with Applewood-smoked bacon and melted American cheese on a toasted brioche bun. While peanut butter on beef may seem counterintuitive to some, the profile leans into the "umami" trend, balancing the saltiness of the bacon and the richness of the beef with the nutty creaminess of the spread.

For those seeking a more regional flavor profile, the Patton’s Hot Sausage Smashburger ($15) pays direct homage to Ruby Slipper’s New Orleans roots. It pairs a smashed beef patty with a legendary Patton’s hot sausage patty—a staple of Crescent City soul food. The burger is finished with pepper jack cheese, a zesty Creole mustard aioli, lettuce, tomato, and pickled red onions.

Complementing these bold entries are:

• The Classic Patty Melt ($15): A nostalgic nod to diner culture, featuring double smashed beef, American and pepper jack cheeses, caramelized onions, and signature remoulade on griddled sourdough.
• Kale Chicken Caesar ($18): A lighter, nutrient-dense option incorporating chopped kale, grilled chicken, shaved parmesan, and a lemon-infused Caesar dressing.
• Candied Apple Beignets ($7.25): A seasonal transformation of the brand’s iconic fried dough, topped with candied apple compote, vanilla mascarpone, and apple cider caramel.

The beverage program has also been refreshed for the season, featuring the Apple Cider Mule ($10.50), the Whipped Strawberry Mimosa ($11.50) with cold foam, and the return of the high-end Bubbles & Berries bottle service ($20), which offers a customizable sparkling wine experience with various fruit juices and compotes.

Chronology: From Post-Katrina Roots to National Dominance

To understand the significance of this menu launch, one must look at the trajectory of the Ruby Slipper Restaurant Group. Founded in 2008 in the Mid-City neighborhood of New Orleans, the original Ruby Slipper Café was a symbol of urban renewal following the devastation of Hurricane Katrina. Its founders sought to create a community gathering place that celebrated the city’s unique resilience through food.

• 2008–2015: The brand established itself as a local favorite, winning "Best Breakfast" awards consecutively and building a cult following for its "Bennies" (eggs benedict) and oversized biscuits.
• 2016–2022: The group began its aggressive expansion, launching the "Ruby Sunshine" brand to bring the New Orleans brunch experience to other states across the Southeast.
• 2023–2024: The company streamlined its operations and loyalty programs, launching the "Ruby Bennies" app to capitalize on the digital transformation of the dining industry.
• September 2024: The launch of the current burger-centric menu represents a tactical shift to capture a larger share of the "power lunch" market, moving beyond the 8:00 AM to 11:00 AM peak hours.

The current September menu is available for a strictly limited four-week window, ending on September 29, 2024. This "limited-time offer" (LTO) strategy is designed to drive foot traffic during the transition from the slow summer months to the busy autumn season.

Supporting Data: The Economics of the "Brunch-to-Lunch" Shift

The decision to focus heavily on burgers and savory melts is backed by industry trends. According to recent market research in the casual dining sector, "brunch" brands that successfully integrate "lunchier" items see a 15-20% increase in average check sizes during the 12:00 PM to 2:00 PM window.

Furthermore, Ruby Slipper’s growth metrics are a testament to its operational success:

• Scale: The company now operates 25 restaurants across six states (Louisiana, Alabama, Florida, Tennessee, North Carolina, and South Carolina).
• Recognition: In 2025, Nation’s Restaurant News awarded Ruby Slipper the "Breakfast Showdown" title, citing its authentic hospitality.
• Customer Loyalty: The brand has held the title of Gambit’s "Best Breakfast/Brunch in New Orleans" for 12 consecutive years, a record-breaking streak in one of the world’s most competitive food cities.

The pricing of the new menu items—ranging from $7.25 for starters to $18 for premium salads—positions Ruby Slipper in the "accessible premium" category. This allows the brand to maintain high-quality ingredient standards (such as Applewood-smoked bacon and Patton’s sausage) while remaining an everyday option for local professionals and tourists alike.

Official Responses: A Philosophy of Playfulness

Chef Marla Chua, the Culinary Director for Ruby Slipper, emphasizes that the September menu is the result of creative freedom within 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,” Chua stated. “The savory dishes give the menu more of a lunch feel, while the fall offerings gave us a chance to experiment with some of the flavors we love most about the change of seasons.”

Management also points to the "Ruby Bennies" loyalty program as a key pillar of this rollout. By incentivizing app downloads, the brand is able to track the performance of these new items in real-time, using guest data to determine which "playful" experiments might eventually earn a permanent spot on the menu.

The corporate mission remains focused on "letting the good times roll" (Laissez les bons temps rouler), a philosophy that extends from the kitchen to the front-of-house service. The company’s leadership views these seasonal menus not just as food updates, but as a way to maintain the "vibrant food culture and hospitality" that defined the brand’s 2008 debut.

Implications: The Future of Seasonal Dining and Brand Evolution

The introduction of the September burger lineup has several long-term implications for Ruby Slipper and the broader "daytime dining" category.

1. Market Positioning Against Traditional Lunch Chains
By introducing sophisticated smashburgers and specialty sandwiches, Ruby Slipper is directly competing with established lunch-only casual dining chains. The addition of the Patton’s Hot Sausage Smashburger, in particular, reinforces the brand’s "culinary authority"—reminding customers that while they may be in a chain, the food remains rooted in the specific, localized flavors of New Orleans.

2. The "Instagrammability" of Unexpected Flavors
The Yo Mama’s Peanut Butter Bacon Burger is a prime example of "viral-ready" food. In the modern dining landscape, items that sound unusual or provocative often drive significant social media engagement. This "earned media" is crucial for a brand expanding into new markets where they may not yet have the 16-year history they enjoy in Louisiana.

3. Seasonal Agility
The transition from summer berries to candied apple and apple cider indicates a sophisticated supply chain capable of rapid seasonal pivots. As consumer tastes shift more frequently, the ability of a 25-unit chain to execute a high-quality, four-week LTO is a marker of significant operational maturity.

4. The Evolution of the Brunch Category
Ruby Slipper is helping to redefine "brunch" as a 7-day-a-week lifestyle rather than a weekend indulgence. By bolstering the "lunch" side of the "breakfast/lunch" equation, they are ensuring the brand remains relevant for business meetings, mid-week social gatherings, and solo diners who may not want a traditional egg-based dish.

As the September menu concludes at the end of the month, the industry will be watching to see if the "playful" experimentation of Chef Chua and her team becomes a permanent fixture of the Ruby Slipper identity. For now, guests across six states have a narrow window to experience a taste of New Orleans innovation, one peanut-butter-topped burger at a time.

About Ruby Slipper and Ruby Sunshine
Ruby Slipper and Ruby Sunshine are owned and operated by the Ruby Slipper Restaurant Group. Open seven days a week, the brands provide a unique "Big Easy" dining experience featuring signature cocktails, award-winning brunch fare, and soulful hospitality. For more information, visit RubyBrunch.com.