30-year-old full service restaurant concept Beef ‘O’ Brady’s has been working on revamping its brand image since 2017. What started as small, surface changes to the interior and exterior of some existing locations has turned into a complete overhaul, led by parent company FSC Franchise Co. and CEO Chris Elliott.
Since the beginning of 2018, Beef ‘O’ Brady’s has strengthened its commitment to its customers by offering them more bang for their buck. The brand added new weekly specials to its menu like Burger Mondays, Taco Tuesdays and Fajita Thursdays and also started offering new value combos daily.
“We know that the majority of our guests are families and we want to ensure we’re offering them some of the most affordable deals in the industry,” said Heather Boggs, Chief Marketing Officer of Beef ‘O’ Brady’s in a company release. “But, we also wanted to find a way to drive traffic for our franchisees during periods that were traditionally slower, like a Monday evening for example. Finding a way to accomplish both goals has proven to be an effective strategy.”
In order to help guarantee that the launch of these new menu offerings would be successful, Beef ‘O’ Brady’s tested new menu offerings at corporate stores throughout Florida before rolling them out nationwide. At the close of Q1, these locations reported an increase of 8.1 percent comp sales and a 4.9 percent increase in traffic.
“We have a rich history in Florida and are constantly working to enhance the brand’s image in our home state,” said Elliott. “Over the past few years, we have taken great strides to become more innovative and competitive in order to fuel our system’s growth. This was a clear step in the right direction and has allowed us to become an even more invaluable asset to our franchisees.”
As another way to leverage the brand’s popularity in its home state, Beef ‘O’ Brady’s has gradually been purchasing existing franchisee-owned locations in Florida, renovating them and hosting grand reopening celebrations. Between 2017 and 2018, the team purchased 16 locations with four additional transactions expected to close before the end of the year, making FSC Franchise Co. the largest Beef ‘O’ Brady’s franchisor in the system.
With all of these initiatives in place, the brand saw system-wide revenue increase by 4.3 percent for same-store sales and restaurant traffic was up 2.1 percent in the first quarter of 2018, making it the company’s strongest quarter in three decades. Now, Beef ‘O’ Brady’s is focused on new development beginning with where else, Florida.
“While we have an established presence in Florida, the market remains a top priority for us because we believe Beef ‘O’ Brady’s can continue to grow and thrive here,” said VP of Development Jamie Cecil. “We’re excited about the opportunity to bring our family-friendly concept to new markets and are looking for franchisees who want to become a part of that vision.”