How Rejecting the Cookie Cutter Model Has Helped Sobelmans Pub & Grill Grow Through Franchising

When Sobelmans Pub & Grill first opened its doors for business 20 years ago, it changed the game in Wisconsin’s burger scene. Its unique recipes and famous Bloody Mary’s created a new segment in the state’s restaurant industry that others have been trying to mimic ever since. And as founder Dave Sobelman continued building his business, he recognized that demand for a brand like Sobelmans was at an all-time high. So he decided to capitalize on the brand’s position as an innovative leader and break into the franchising industry.

Today, Sobelmans boasts three corporate locations and two franchisee-owned restaurants that are officially open for business. And its sights are set on continued growth in 2017—the brand is partnering with local owners at a rapid rate. But it’s more than top quality burgers and Bloody Mary’s that makes Sobelmans stand out. Entrepreneurs are investing in the brand’s system because it provides them with the opportunity to be creative, which is rare in a traditionally structured industry.

That’s because Sobelmans doesn’t open up restaurants in generic or traditional locations. The brand specifically looks for older, historic buildings with their own stories and backgrounds when launching a new unit. In the same way that a classic car grabs your attention, Sobelmans is sure to stand out from the crowd and draw consumers in.

“We aren’t your typical, cookie cutter franchise. By opening up all of our restaurants in old, historic buildings that have their own character, our franchisees are able to take the Sobelmans’ model and make it their own.” said Sobelman. “Similar to the uniqueness of a classic car, owning a Sobelmans franchise is a cool and different type of business venture for entrepreneurs. The 1950 Ford truck looks nothing like a ’57 Chevy, ’65 Mustang or ’73 Buick convertible, but we understand that they’re all classic cars and all belong under one umbrella in a classic car show. The same thing can be compared to the growth of Sobelmans. Some of our buildings will be in cream city brick structures or 100-year-old wooden buildings while others might be in an old warehouse or old colonial home. But they’ll all be old, unique and fun, and add to the Sobelmans dining experience.”

That initiative to open up locations in old, historic buildings is already proving to be successful as Sobelmans builds its franchising opportunity. The brand’s first franchisees, Jimmy and Alison Dakolias, have shown that the brand’s unique approach to expansion works. Just two weeks after opening up their Waukesha location, the restaurant was already bringing in record sales. And with hundreds of burgers and Bloody Mary’s still being made in their restaurant every day, it’s clear that customers are coming back for more.

The couple says it’s no accident that they experienced success right off the bat. By working closely with Sobelman, they received unrivaled training and support that has made all the difference.

“Dave and his wife Melanie have been incredibly supportive throughout the entire franchising process, which has absolutely been instrumental in our success. They’ve created a system that’s simple for business owners and attractive to customers. That’s ultimately what has helped us get our restaurant off the ground” said Jimmy. “There’s no way that we would be able to report record sales without their help. We couldn’t have imagined a better grand opening, and we’re confident that business will continue to boom.”

In addition to placing an emphasis on its overall dining experience, Sobelmans goes above and beyond to play an active role in the local communities it calls home. From its corporately owned locations to franchise restaurants, the brand is committed to supporting other local businesses. As an example, Sobelmans only uses local microbrews and is currently in the process of switching its house vodka to a Wisconsin owned and distilled label. The brand is also incredibly involved in charity initiatives that give back to members of the local community. One organization that’s especially prominent in Sobelmans’ charitable efforts is the ALS Association. But the brand’s franchisees have the ability to support any and all causes that are meaningful to them, ultimately opening up the door for its owners to make a positive impact on people’s lives.

“We not only cater to the locals’ pallets, but we also cater to their pocketbooks by integrating ourselves with our communities. We also encourage all of our franchisees to do the same,” said Sobelman. “The fun of the brand is not only enjoying the burgers, the local microbrews, the Bloody Mary’s and the cheeseballs, but it’s also in the anticipation of getting there and living the experience that each 100-year-old building is bringing to the table, along with its décor. From our Waukesha restaurant that’s located in an old livery to our other historic locations, each Sobelmans location comes with its own personality and character.”

Going into the second quarter of the year, Sobelmans is planning to fuel its expansion efforts by targeting Wisconsin and Northern Illinois for development. As the brand continues to build its franchising system, Sobelman wants to make himself available to his franchisees so that he can guide them through the grand opening process.

That hands-on support is another benefit that comes with being a part of Sobelmans’ growing network of franchisees. Not only is Sobelman there to lend a helping hand every step of the way, local owners also have the opportunity to tap into the growth potential of an increasingly popular industry. Sobelman is also able to assist his franchisees in finding historic locations to open up in—he’s consistently offered buildings that are for sale, and has even worked with Mayors, City Managers and the managers of BID districts across Wisconsin. That means he already has solid leads on historic buildings for sale, and can steer owners in the right direction when finding the site for their Sobelmans restaurant. And with an initial investment that can start as low as $276,500, the brand makes its one of a kind business ownership opportunity affordable to both experienced franchisees and first time owners. That initial investment then has the potential to lead to impressive annual sales—right now, Sobelmans’ franchisees are performing exceptionally well and experiencing record breaking sales.

“We’ve created a system that’s attractive to all kinds of business owners. Whether you’re a veteran franchisee that’s looking for one unique brand to add to your portfolio or someone looking to break into the restaurant industry for the first time with the backing of a proven system, we’re here to help you realize your full potential as an owner,” said Sobelman. “Joining Sobelmans’ franchising system is unlike any other business ownership opportunity in the industry. We create a full experience for our customers, from our historic buildings to our menu items. Looking forward to dining in a Sobelmans Pub & Grill should be as important to the experience as the burgers, Bloody Mary’s, cold local microbrews or cheeseballs. That’s what keeps customers coming back, and we’re confident that trend will continue in new communities as we expand.”