Firebirds Wood Fired GrillFirebirds Wood Fired Grill

Vanessa Van Landingham

HEADQUARTERS: Charlotte, N.C.
MARKET SEGMENT: upscale casual
MENU: fire-grilled steaks and fish, as well as burgers, salads, pasta
NO. OF UNITS: 20
SYSTEMWIDE SALES: $66 million in 2011
AVERAGE CHECK: $23.50
METHOD OF GROWTH: capital from private-equity firm Angelo, Gordon & Co.
LEADERSHIP: chief executive Mark Eason, executive chef Steven Sturm, chief financial officer Cheryl Hogan
YEAR FOUNDED: 2000
TARGET MARKETS: New Jersey, Ohio, Pennsylvania, Washington, D.C.
WEBSITE: www.firebirdsrestaurants.com

Firebirds Wood Fired Grill, a 20-unit Colorado-themed chain, has found its niche by catering to diners who want a sophisticated culinary experience without the price tag to match, said chief executive Mark Eason.


The Charlotte, N.C.-based chain features a menu of upscale comfort foods and American classics — many cooked on its signature wood-fired grills — in a chic ski-lodge environment marked by exposed wood, stone columns and, in newer units, a vibrant bar area. 


“We’re not upscale, and we’re not casual, so we fit right between there,” Eason said. “People are trading up, and they’re coming to see us in that in-between niche.” 


Specialties include sesame-crusted salmon, bacon-wrapped filet mignon, as well as burgers, salads and pasta. The average check is $23.50.


Fred LeFranc, managing partner, CEO and president of consulting firm Results Thru Strategy, also based in Charlotte, noted the chain’s ability to thrive throughout the recession, at a price point higher than its casual-dining peers.


“They’ve done a very nice job of growing the company successfully, which means they have a very good value equation given that their food is not the most inexpensive out there,” he said.


That successful value equation has a lot to do with the brand’s ability to reach out to any type of diner, according to Eason. 


“[You can] come in and have some hamburgers and some ice-cold beers before going to a movie; you could have a filet and lobster with a very fine bottle of wine,” he said. “We can create any experience for our guests.”


The concept was co-created by Dennis Thompson — who also co-founded Lone Star Steakhouse & Saloon — and the first unit opened in Charlotte’s StoneCrest Shopping Center in December 2000. Originally called Firebirds Rocky Mountain Grill, the chain’s name was later changed to highlight the open-flame cooking method. Thompson and co-founder Doug Glendenning now serve as co-chairmen of the company.


The chain, which now has systemwide sales of $66 million, has grown steadily since 2000 and currently operates in eight states. Two new locations have opened so far this year in Pennsylvania, and a third was scheduled to open in Leesburg, Va., Nov. 16. 


In April of this year, Firebirds was acquired by private-equity firm Angelo, Gordon & Co., a move that will help grow the chain at the rate of roughly five to eight units a year, Eason said. 


At the time of the deal, Richard Leonard, managing director of the New York-based private-equity firm, underscored the chain’s growth potential.


“Firebirds has all the hallmarks of a great restaurant company and is comparable to the best I’ve worked with over the past 15 years as a restaurant investor,” he said. “We think Firebirds will be successful across a wide range of geographies and markets.”


The chain is currently focusing on expansion in the Northeast, specifically Pennsylvania, Ohio, New Jersey and the Washington, D.C., area, Eason said. LeFranc called this localized growth a smart move, saying Firebirds has already “done a good job of getting into markets that are close enough to each other to build a good amount of brand awareness.” 


Newer locations feature a smaller floor plan — 6,400 square feet compared with 7,500 — as well as an upgraded bar area called Firebar that features bold colors and striking lighting. 


“We’ve got a new focus on our bar, which we call the Firebar — a concept within the concept,” he said. “It has a really well-lit backdrop behind our bar that shows off all the colors.”


The newer restaurants also feature design elements like a wine wall that displays hundreds of bottles in a recessed area of a stone wall.


Eason said the company is remodeling older units to include these touches, as well as retrofitting them with Firebar. Upgrades are expected to be completed by the end of next year, he said. 


Contact Vanessa Van Landingham at [email protected]
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