Beef ‘O’ Brady’s has rolled out a new prototype that has already generated a company record for first-week sales.
The Tampa, Fla.-based casual-dining chain’s new restaurant design, dubbed “Beef’s 2.0,” includes updated color schemes and booth-side televisions. The units measure 4,000 square feet and seat 170, compared to measuring 3,000 square feet and seating 120 at older restaurants, said Beef ‘O’ Brady’s chief executive Chris Elliott.
“One of the things we needed to do be competitive and attractive to franchisees was to re-work the physical plant,” Elliott told Nation’s Restaurant News.
Other new elements include a sports ticker displayed on a scrolling digital screen, a designated take-out area and a special game room for kids.
The first restaurant in the 213-unit chain to inaugurate the prototype was in Lake Jackson, Texas, which generated the record company sales figure of $54,315 in its first week.
Jason Chavez, who owns that location, said the prototype’s new layout, aesthetics and dark wood furniture, plus the addition of 30 televisions, drove traffic. Chavez said there was already a buzz before the unit opened, generating 2,200 Facebook fans before the Aug. 29 debut date.
Beef ‘O’ Brady’s plans to roll out nine more prototype units this year, including restaurants in Florida, Texas, California, Arizona and Idaho, Elliott said. The cost of opening a new model ranges from $250,000 to $650,000, he said.
Beef ‘O’ Brady’s has also introduced a new line of drinks that is expected to bump up sales by $27,000 at each unit, Elliott said. It has also increased the number of its craft beer selections from eight to 24.
The new drinks include seven non-alcoholic beverages — including iced coffees and a Cherry Limeade Cooler — and 10 signature cocktails.
The new drinks are part of an overall 15-month menu upgrade that included improving lunch offerings, Elliott said. The lunch adjustments in portion, price and service have already resulted in sales at that daypart, representing slightly more than 30 percent of total sales, up from 25 percent of total sales, he said.
Elliott expects the new drinks to have a similar effect. Non-alcoholic beverages currently represent 6 percent of total sales, but the new non-alcoholic drinks are expected to increase that figure to 7.5 percent of total sales, he said. Alcoholic drinks currently represent 15 percent of total sales, he said, and the new signature cocktails are expected to boost that amount to 16.5 percent of total sales.
Contact Alan Snel at [email protected].
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