President Steve Shlemon shares how the concept leans into its theme without getting too kitschy.
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When Ford’s Garage opened in downtown Fort Myers, Fla., in 2012, its founders were taking a chance — a big, big chance. After all, the restaurant was themed around Ford Motor Company and its founder Henry Ford, who once had a winter home less than a mile from the restaurant.
And they didn’t have Ford’s permission to do that.
The chance paid off. Big time. Ford leaders didn’t send a cease-and-desist, but rather invited the restaurant to enter into a licensing agreement with it, forming a partnership that has fueled Ford’s Garage’s growth to 23 locations around the U.S. The large-footprint restaurants feature old Model T and Model A cars and other Ford memorabilia, creating an homage to the automobile pioneer.
Steve Shlemon, president of Ford’s Garage USA, joined the latest episode of Take-Away with Sam Oches to discuss the brand’s partnership with Ford and how it leans into the historic-car theme without getting too over the top or kitschy.
In this conversation, you’ll learn why:
Sometimes in business you just get lucky
A recognizable brand partner is a powerful tool for expansion
Interactive elements can help drive excitement within your restaurants
You can be an anti-chain chain by embedding your community throughout your operation
A restaurant theme shouldn’t be too in your face
If technology doesn’t match your vibe or aesthetic, focus it where customers can’t see it
Contact Sam Oches at [email protected].
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