Ford’s Garage was founded in 2012 in Fort Myers, Fla., less than a mile from Henry Ford’s winter home. And yes, it is an official licensee of his brainchild, Ford Motor Company, a unique differentiator in a crowded casual-dining space that creates both nostalgia and entertainment. Each restaurant is like a mini museum paying homage to the uniquely American brand, complete with a menu kept intentionally simple to maintain quality. That menu includes its signature burgers and fries, as well as salads, soups, sandwiches, starters, “Roadsters,” comfort foods, and desserts. It is this marriage of “eatertainment” that has driven much of the chain’s growth momentum of late, according to David Ragosa, vice president of franchise sales and development.
“There isn’t one thing, or a silver bullet. We’re bringing great entertainment and food and combining them, and it resonates with 8-year-olds who see the cars inside, outside, and the 82-year-old, who maybe worked on a Ford. There’s a brand affinity that makes it work,” Ragosa said during a recent interview.
He adds that the brand has trimmed its menu to maintain its quality as food costs have soared and has also deployed more efficient equipment. Both initiatives are “in progress,” and are part of a bigger strategy to avoid a “race to the bottom,” or part of the accelerating value wars.
“There’s only so much value you can do. When we’re looking to save money, we look for things like reducing buildout costs or simplifying operations. One thing we won’t mess with is what the guest feels, touches, sees, eats,” Ragosa said.
Ford’s Garage is also in the process of elevating its bar options, specifically its brown liquors and wines. As part of this effort, the company has recently started focusing more on pairings.
“All of this goes back to guest experience. We’re in the hospitality business, not the service business. We have guests, not customers. There’s a big distinction,” Ragosa said. “If you treat them that way when they walk into a restaurant, you have a different focus.”
The final piece that goes into Ford’s Garage’s momentum — beyond the brand, food, and experience — also happens to be Ragosa’s sweet spot: securing the right real estate. That means A+ locations in any new market, and it requires a significant amount of patience.
“Real estate gets [guests] in the door. Food keeps them there and gets them to come back. They’re equally important,” he said. “If stores don’t project in that $6.3 million to $6.4 million [average unit volume] range, it is not the site. Will it be profitable at $5.5 million or $6 million? Yes, but it’s always about that first location in a market, and we’ll wait for a better location.”
According to Technomic, Ford’s Garage generated $139 million in 2023 and finished the year with 24 locations. This is compared to 2022, in which the company generated $107.3 million on 20 locations.
Zooming out even further showcases Ford’s Garage trajectory; the company ended 2021 with $83.4 million and 15 locations, while the company ended 2020 with $50 million and 14 locations. In other words, Ford’s Garage has nearly tripled its sales in three years while adding 10 locations.
The company plans to continue its momentum, opening No. 25 in June with a total of six new restaurants this year and a goal of getting to 75 total locations by the end of 2027. Ragosa said there are already 12 restaurants in the pipeline for 2025, with more on the docket for 2026.
“We want to continue building. Real estate is a challenge right now and you have to be patient. A deal may not make sense today, but it could two years from now,” he said. “Our silver lining is we have a lot of stores over 5,000 guests a week and the Ford name. Developers like our metrics and volume and brand, and that gives us a fighting chance.”
Contact Alicia Kelso at [email protected]