NEW YORK BLT Restaurant Group plans to rename future units of its BLT Burger concept following its split last month with former partner Laurent Tourondel.
Acompany spokeswoman said Tuesday that the three existing BLT Burger Restaurants in New York, Las Vegas and Hong Kong would retain the original moniker, but future locations of the fast-casual concept would be opened under a new name. New stores are planned for New York, Los Angeles and Washington, D.C., but opening dates are not set.
The burger concept’s new name will be selected via a contest now underway that offers the person with the winning name a grand prize of $4,000. Contestants have until April 30 to enter the Name Game contest and can sign up to participate at BLT’s website, www.bltrestaurants.com.
Tourondel, who co-founded the BLT Steak, BLT Fish, BLT Prime and BLT Market concepts in partnership with Jimmy Haber and Keith Treyball, exited the company in March. However, he remains executive chef of 10 BLT restaurants in hotel locations and consulting chef at BLT’s freestanding restaurants.
The BLT spokeswoman said the company has not yet decided whether to expand the other BLT concepts and if they would also be renamed. She noted, however, that the company was considering developing a new steak concept.
Additionally, BLT Restaurant Group has teamed up with Rodelio Aglibot, executive chef of Sunda in Chicago, to open new pan-Asian concepts, including an Asian grill and a gastropub. The spokeswoman said no locations have yet been planned.
The BLT group currently owns and operates 17 restaurants.
Contact Elissa Elan at [email protected].
