Established restaurant continues to evolve by adding new lunch buffet

Once restaurants establish their coveted crowd of regulars, it is then just a matter of keeping those same customers happy.

At J&J BBQ and Burgers in Cedar Park, regulars make up about 80 percent of the customer base, six-year owner John Estlinbaum said. The other 20 percent, he said, come because of word of mouth—mostly from those same regulars.

"You have to give people what they want," Estlinbaum said. "We're here to stay, so we want to make sure we keep folks happy."

So when menu changes occur, it is important those changes gain a good reception from the consistent crowd at J&J's. Fortunately, the restaurant's new lunch buffet has gone over well with regulars and newcomers alike so far, Estlinbaum said.

The buffet, which debuted in mid-February, includes fried chicken that has been pressure cooked for juicier results, green beans, macaroni and cheese, mashed potatoes and gravy, deep-fried corn on the cob, homemade peach cobbler and a medium drink. The buffet on Friday afternoons and evenings also serves catfish before reverting to fried chicken on Saturday evenings.

The buffet is among multiple additions Estlinbaum has made.

About a year ago, J&J debuted its Cheddar Pour Burger, a monstrous take on the traditional cheeseburger.

"If you like cheese, it's great," he said.

The half-pound of Black Angus beef is topped with all the sides as well as two types of cheese, one of which is melted to fall like a skirt around the burger. The result is a cheese circle roughly a foot in diameter that must be conquered before getting to the burger itself.

Such presentation is consistent with the J&J offerings throughout the day, most notably the breakfast tacos. Estlinbaum said the tacos help put the restaurant above the competition when it comes to breakfast.

"The breakfast tacos are almost too big," he said. "People order three, and they can't eat all three."

And for traditional Texas barbecue fans, there are plenty of smoked meats on the menu. Most popular, though, is the brisket and sausage special with made-from-scratch sides, Estlinbaum said.

"And we'll keep adding things," he said.

Monster Migas Plate Challenge

Another new addition to the menu in the past year has been the J&J "Breakfast of Champions." More specifically, this Monster Migas Plate Challenge offers 7 pounds of breakfast that must be eaten within 60 minutes—sides included.

J&J General Manager Jonathon Taubert said many brave breakfast enthusiasts have tried and failed the challenge, which has garnered interest from The Food Network's "Man vs. Food" competitive eating television show.

Migas: Eggs, cheese, pico de gallo, fried corn chips

Sides: Refried beans, home fries, tortillas

Challenge: Eat 7-pound plate of food, sides included, in 60 minutes

Reward: The cost of the $19.99 meal is waived plus a participation shirt that declares the contestant a winner or good sport

Success rate: More than 20 have tried, none have successfully reached the "Champion Wall," Taubert said.

300 W. Whitestone Blvd., Cedar Park, 512-918-0314, www.jj-bbq.com

• Sun.–Thu. 5:30 a.m.–8:30 p.m.
• Fri.–Sat. 5:30 a.m.–9 p.m.