New guy has new ideas for The Habit
Jason Triail had to pass an audition to become the chain's innovation chief
Jason Triail is a native New Yorker, but when it comes to The Habit Burger Grill, he's all about California.
Triail is the new director of culinary innovation at the Irvine-based chain, bringing to the role a wide range of experience in food service.
He started out in the kitchen as a Long Island teenager before getting into management and moving west. He led culinary training for the Yard House and co-founded Chef'd, a meal kit company. In addition, he was a contestant on the Food Network's “Supermarket Stakeout” in 2022.
He brings it all to The Habit, including a love for the brand. It was founded in Santa Barbara in 1969 and boasts “feel-good California food.” It's known for its Charburgers, which are grilled rapidly over high heat.
“I've always been attracted to The Habit,” Triail said in a phone interview. “How can I be part of this incredible journey?”
It turns out he had to audition for it in what he called a cook- ing interview for top executives.
“I had to come up with two products. And ultimately I had two additional ones in my back pocket. I worked on it for a few weeks,” he said.
“I did a lot of research on that to really embrace The Habit brand with the products I was creating. How do I tell the story of California fresh, and how do I connect the dots?”
The research included field work.
“Here I am, I'm going into The Habit, different locations, and I'm asking, `Can I buy some of your bread?' `Oh, You want it toasted? `No, no. I just need your bread.' And, `Can I buy some of your paper boats? And can I get some of your paper lining?' They're like, `What are you doing?' ”
He came up with a chicken banh mi sandwich garnished with a chicken wing, and a new take on The Habit's tenderloin sandwich, which is not currently on the menu.
“I did this blackberry barbecue sauce on this steak sandwich, and I told this story about how it reminded me of Los Olivos, going blackberry picking with my daughter when she was little with my wife. I was using Monterey seasoning, trying to really tie it all together. Versus, `I'm a chef, this is what I think you need,' I did a lot of research to really bring it together.”
Triail's creations for the interview weren't based on whether they could be pulled off in a quick service restaurant, but he said some of the flavors might eventually show up in his creations.
The Habit is owned by Yum! Brands and shares an office building in Irvine with Taco Bell. But Triail says he does a lot of work out of a Habit restaurant at 2200 Barranca Parkway, which functions as his test kitchen.
Triail said it will likely be a few months before his creations debut. In the meantime, The Habit will be “relaunching some of the fan faves,” such as a patty melt that will be available through the end of the month.
“I want to make sure it's The Habit product,” he said. “If it's The Habit product, then my name is attached to it. But I'm focusing on The Habit.”
For the near future, Triail is judging the ProStart Cup in Long Beach, a student cooking competition. And his journey with The Habit is taking him to Arizona on a tour with The Habit's food truck, called the Charmobile. It will be visiting events that support charities in Maricopa
County.
“For me, I need boots on the ground. I'm constantly talking to the team. I'm asking them what's working, what's not working.” he said. “From concept all the way to commercialization, I'm bringing every department with me.”
Despite all the innovation, Triail knows what he wants when he eats at The Habit.
“I always stick to the Double Char cheeseburger. I always like adding onion rings to it. I also hit it with the spicy little chile peppers from the chile bar. And then sometimes I'll go with the barbecue. Sometimes I'll even go protein-style, where it's just the lettuce wrap. But if I'm going to go in, I want that Double Char with cheese.”
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Here Triail fixes a Habit Charburger with cheese. His personal favorite is a Habit Double Charburger with cheese, onion rings and a handful of peppers from the chile bar.