Its tagline is simple: Good food, good sports. And that’s exactly what Beef ‘O’ Brady’s has done – and done very well – for 30 years. The anniversary offers a chance for the brand to look back at its storied past, but also to focus on growing and evolving the brand into the future.
“In 1985, Jim Mellody dreamed up the idea of a family friendly restaurant and pub where the community could gather, and the brand has continued to serve up that experience for families for 30 years now,” said Chris Elliott, CEO of Beef ‘O’ Brady’s. “As we’ve grown from that first location in Brandon, Fla., we’ve continued to innovate and stay ahead of the competition while holding true to what sets us apart: giving guests a great atmosphere to enjoy their favorite sports, have a lively conversation or simply celebrate the great taste of a perfectly prepared burger.”
Today’s Beef ‘O’ Brady’s is showing impressive comparable growth as well as new store growth as it expects to open 11 new stores in four states by the end of 2015. The company also opened a second location in Kuwait this year. There are now 204 Beef ‘O’ Brady’s locations spread over 23 states and the brand expects to reach 250 stores by 2020.
The brand’s 30th anniversary will be the focal point of its marketing this year, and the theme, Elliott says, is new beginnings. Upcoming marketing focuses include a lighter side of Beef’s with lettuce wraps, three new salads, and a quinoa power bowl. Jalapeno corn fritters, Texas sliders, and new chicken wing flavors like Kentucky Bourbon and Citrus Chipotle are set to join the menu for 2016.
In addition to continued growth for Beef ‘O’ Brady’s, the brand is making big moves outside of the casual-dining segment. Opening in mid-August, the first Beef’s Express, a fast-casual take on the veteran brand, is focusing on speed, quality & value for guests who are on the go but still want a first-rate dining experience.
“While we celebrate our history and the 30-year legacy we’ve created at Beef ‘O’ Brady’s, we’re also committed to giving our franchisees additional growth opportunities and our guests a new and different kind of experience,” Elliott says. “Beef’s Express is really going to take our brand to new heights and give people something that they haven’t seen before in fast casual dining.”