Five Chain Restaurants Work to Target Nontraditional Markets
-- Restaurants & Institutions, November 20, 2009
(PRESS RELEASE) Five market leading U.S. and Canadian restaurant chains -- Bruegger’s Bagels, Fazoli’s Restaurants, Friendly’s Ice Cream, Smokey Bones Bar & Fire Grill and Timothy’s Coffees of the World Inc. -- have announced that they've joined forces to target nontraditional concession opportunities around the country, including food courts at airports, universities and hospitals.
Under a joint strategic development program, the five restaurant chains would be able to bundle and leverage their brands, as well as key personnel, to pursue non-traditional concession opportunities while leveraging the efficiencies of the related brands. This program offers airport, university and hospital operators and concessionaires a broad range of restaurant choices from a single point of contact. While in some cases, a brand may decide to move into a new target market on its own, the bundling concept presents a competitive value proposition to leasing and real estate agents, suppliers, contractors, and potential franchisees and a viable concession option for airports, universities and hospitals. The companies, with the backing of their financial sponsor -- Sun Capital Partners, plan to take a flexible approach to bundling brands, meaning that depending on the availability of space or preference for certain brands, they will offer a single brand option or a combination of two, three, four or five nameplates.
In particular, travelers stand to benefit from this strategic development program, since most U.S. airlines have continued to scale back their food services. The program has created an opportunity to add exciting new breakfast, lunch and dining options to existing food outlets at airports, as well as bring attractive food choices to universities and hospitals.
The chains are poised to build upon the earlier success of Bruegger’s in expanding its market presence to airport locations in 2008, including Boston’s Logan Airport, Cincinnati/Northern Kentucky International Airport, Raleigh-Durham International Airport and Cleveland Hopkins. Airport Revenue news (ARN) just recently nominated Bruegger’s Bakery-Café for five of the publication’s 2010 Best Airports & Concessionaire Awards, which recognize the nation’s top retail and restaurant operators at airports.
Bruegger’s, Friendly’s, Fazoli’s, Smokey Bones and Timothy’s -- an independent brand and operating division of Bruegger’s -- combined currently operate almost 1,300 restaurants and outlets in 28 states, with all five chains enjoying a strong brand recognition in their respective markets.
“We look forward to introducing our compelling suite of brands to concession directors, concessionaires and potential franchisees around the country with the goal of bringing a broader choice of quick, yet delicious portable menu options to alternative venues in our target markets,” said Chris Cheek, Vice-President of Franchise Development at Bruegger’s.
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