Beef O Brady’s Expands By Creating New Markets

With the ever-present need to find new ways of expanding, one restaurant chain has decided to take things to a whole new level and expand their restaurants into nontraditional locations such as college campuses, airports and even roadside stops.

Beef O Brady’s 238 restaurants, which focus on offering a family sports bar style dining experience, will soon be coming to an airport terminal and roadside plaza near you. The plan has been in the works ever since the company was acquired by Levin Leichtman Capital Partners at the beginning of the year. The new owners have also brought in new management in the form of former Cinnabon, Inc. executive Christopher Elliot.

Elliot in turn decided to recruit one of his former colleagues, Joe Uhl, a former owner of some Cinnabon franchises and James Walker who joined the company after a stint at Baja Fresh where he was the chief development officer. The new management has decided that a concerted effort will be made to grow the brand and a big part of their plans involve moving beyond the traditional comfort zone that Beef O Brady’s had occupied until now.

Beef O’Brady’s New Target: Colleges, Universities, and Airports

The move is however not entirely new to the company since they had already established a branch at the University of Southern Florida, though the move into airports and roadside plazas is a first for the company.

Even though Walker is committed to the new strategy he has implemented for the firm, he has also indicated that the traditional restaurants that his company had run until now will still be run and expanded as needed. He added that he does see plenty of room for growth in the traditional format as well.

Change is Good, but So is the Old Beef O’Brady’s Menu

Walker told reporters that he was determined to make sure that no one type of restaurant would be used to define the brand name, committing to expanding into smaller venues while still keeping the larger, traditional family restaurants working at full speed.

One of the areas specifically that Beef O Brady’s hopes to expand to with the new restaurants is the world of breakfast meals, something that traditionally was not served at the restaurants.

Tags: beef o brady’s, expansion, new venues