The parent of casual-dining chains Beef ‘O’ Brady’s and The Brass Tap is considering developing a fast-casual concept, according to its new corporate chef.
David Groll, formerly corporate chef of the fast-casual McAlister’s Deli chain, joined Tampa, Fla.-based FSC Franchise Co. LLC in January as corporate chef and director of research and development. He is responsible for food and beverage for both chains, as well as conceptualizing a chain with a new service format, he said.
“We’re just beginning to evolve the concept,” Groll said, noting that he hoped it would play to the strengths of FSC’s franchisees, who are used to operating full kitchens, unlike most fast-casual operators.
The concept might be based on the burgers and wings that are at the core of 209-unit Beef ‘O’ Brady’s menu, he said, or on other items that are popular across the country, such as chicken tenders, sandwiches, salad and pasta.
“Right now we’re just exploring all the options and not really leaning in any direction,” Groll said, adding that he would also continue to evolve the menu at Beef ‘O’ Brady’s and 28-unit Brass Tap.
Groll said he was looking to successful limited-service concepts such as Chick-fil-A and Raising Cane’s; better-burger concepts such as Five Guys Burgers and Fries, Shake Shack and BurgerFi; and fast-casual segment leaders including Panera Bread, Corner Bakery Cafe, Schlotzsky’s and McAlister’s.
It’s important to offer franchisees fast-casual options, “because it’s the fastest growing segment, and casual dining is on the wane and has been shrinking over the past decade, and in the words of the leadership here, it’s time to really transition into fast casual, but of course not at the expense of our current brands,” he said.
The new fast-casual concept would have to find a way of distinguishing itself from other brands in terms of concept, positioning, menu or service style, Groll noted. One approach might be to use franchisees’ expertise in operating full kitchens.
“At McAlister’s — and you can say the same thing about Panera — they have a limited kitchen platform. In the family sports franchise group here they have a much broader platform, with grills and fryers and flat tops and open burners. So we can cook in casual-dining style and get optimum quality with fast-casual execution,” he said.
Groll said he is also looking to refresh the two existing brands. Beef ‘O’ Brady’s introduced pizzas and flatbreads last year, and Groll said franchisees were looking at new salad, sandwich and burger options.
“Wings and tenders are very popular, so we’re looking at how we can be innovative in those areas,” he said.
Groll has been holding focus groups with customers, and said he found an open-minded group that wants to try new things.
“They like the idea of a variety of options on burgers. They like the idea of multiple sauces and dips for chicken wings and tenders,” he said, adding that they also were interested in the addition of salads and seasonal items.
In beverages, Groll said he was interested in expanding craft beer offerings — a major focus of The Brass Tap — as well as craft spirits, cocktails and wine.
“Wine hasn’t really been explored or focused on in awhile,” he said, adding that a focus on wine might help attract more female diners and also help servers engage with customers more.
“For $6, the guest can go to Northern California, or South America, or Australia,” he said. “I think it’s all about the story that you can tell someone that gives a server the opportunity to say, ‘You know, we’re featuring a wine tonight that’s very reasonably priced and we’d like to get your reaction.’ We already do tastings samples for guests who want to try, and it’s an opportunity to give [servers] something to talk about,” he said.
Contact Bret Thorn at [email protected].
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