Barry Lowenthal has been in and out of the restaurant business since he was 14 years old. After running his own restaurant as a teenager and later working in hospitality, he found himself drawn back into the industry when he decided to open a beer bar. Rather than starting from scratch, Lowenthal chose to franchise with The Brass Tap, a decision driven by the brand’s upscale design, strong support system and commitment to franchisee success.

Now, after eight years in business, Lowenthal remains focused on delivering high-quality craft beer and a great experience for his customers while preparing for his eventual exit from the business. With a firm belief in the value of franchising when done right, Lowenthal encourages aspiring franchisees to do their research and talk to current owners before making their decision.

1851 spoke with Lowenthal to learn more about his background, his franchising journey with The Brass Tap and his plans for the future. 

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Barry Lowenthal: I started in the restaurant business when I was 14 years old and opened my first restaurant when I was 18. I ran that for a few years, then stepped away from the industry for about 20 years. During that time, I worked on the hospitality technology side, but I eventually realized I was crazy enough to get back into the restaurant business.

One day, I was out to lunch, and the idea of opening a beer bar hit me. That’s when I started exploring my options.

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Lowenthal: For me, franchising was all about speed to market. I knew there was nothing I couldn’t figure out on my own, but it would have taken a significant amount of time.

When I started looking into opening a beer bar, I also recognized that craft beer had already peaked in popularity. We needed to get ahead of the curve, and franchising allowed us to do that.

1851: What made you pick this brand? What excites you most about this company?

Lowenthal: After doing some online research, I came across The Brass Tap and FSC Franchise Co. Every franchisee review I found was positive, which stood out.

In 2014, I attended Discovery Day and met the team. Their philosophy is 100% franchisee success, which is completely different from some franchisors that are just focused on selling as many units as possible. That was the biggest factor for me.

I also liked the upscale design of The Brass Tap. It felt more elevated than some of the other beer bars out there. Plus, I had a great connection with [CEO] Chris [Elliott] and his team, which made the decision even easier.

We opened in 2017 and later expanded to a second location, but that one closed after three years due to COVID and the changing restaurant landscape. At this point, I have no intention of opening any more locations.

1851: What do you hope to achieve with your business? What are your plans for growth?

Lowenthal: We’re eight years into our 10-year lease, with two five-year extensions built in. After that, we plan to exit the business. I’ll be 62 in a few months and my goal is to retire before I turn 70.

1851: What is the one thing about your story you want us to know?

Lowenthal: During my time away from the restaurant industry, I worked for MICROS — a company specializing in restaurant and hotel technology — for 10 years. I’ve seen how The Brass Tap has invested in its I.T. infrastructure over the years — it went from an afterthought to a core part of their growth strategy. That’s been a game-changer for franchisees, providing us with better tools to manage our businesses.

Most importantly, The Brass Tap has stayed true to its vision of 100% franchisee success. I’ve never seen any evidence that they aren’t fully committed to supporting their franchisees. The team has worked with me every step of the way and has been incredibly supportive since day one.

1851: What advice do you have for other people thinking about becoming a franchise owner?

Lowenthal: The biggest piece of advice I can give is this: talk to franchisees. Find out what their relationship is with the franchisor and how it has evolved over time.

There are a lot of franchisors out there that are just looking for a quick buck. They expand too fast — sometimes beyond what the business can support — and they don’t really care about the success of individual franchisees. That’s something you won’t necessarily pick up from an FDD [Franchise Disclosure Document] or a Discovery Day presentation.

The best way to get a real sense of a franchise system is to speak with franchisees — not just the ones the corporate team gives you, but others in the system as well. That’s how you’ll find out if the franchisor truly values and supports its owners.

ABOUT THE BRASS TAP

The Brass Tap is a Tampa-based craft beer bar and entertainment venue known for its extensive localized brewery offerings, specialty cocktails and premium wines paired perfectly with a select menu of upscale shareables. Every location provides a unique space for social gatherings and entertainment, with an unparalleled atmosphere created through live music, trivia, sports, exclusive beer tastings and tap takeovers. For more than 10 years, The Brass Tap has offered franchise opportunities to qualified operators, continuing to grow its family of 50+ bars in 16 states. For more information, visit http://thebrasstapfranchise.com/.