Making dollars out of change

When a concept has been around for nearly 30 years, changes need to be made on a consistent basis to ensure that the brand is marketing itself to stay in line with the times, trends and technology.

A brand that has put significant effort toward diversifying itself to meet the needs of its customers and the changing world we live in is Beef ‘O’ Brady’s, the Tampa-based family sports pub franchise. Since 2011, under CEO Chris Elliott’s direction, Beef’s has been on a path of incredible growth and innovation. Recent notable achievements include the introduction of a store remodel, which separates the dining room and the bar area, expanded bar offerings to include liquor, additional strategically placed TVs and improved music programming. The latest marketing strategy to launch across the system is a selection of flatbreads and pizzas. For the past few years, Beef’s has been putting special effort into the research and development of new menu items and after focus groups and customer feedback, the resounding result was a need for pizza. Sure, pizza is cheesy and doughy and delicious, no one can argue that. But it’s also a perfect fit for the Beef’s demographic. Pizza is easy for kids to share and eat - and it’s also the perfect complement to an ice-cold beer during a game. Beef’s didn’t just start churning out pies - they started testing the program in 2011 to find the most cost-effective, high-quality and flavorful recipe. After countless rounds of testing recipes and operating systems, the final product features Neo Artisan crust, whole milk mozzarella and the freshest ingredients. Flavors include Buffalo Chicken pizza and Philly Steak flatbread, to name just a few. With consistent innovation, Beef’s has managed to carve - and maintain - a unique niche in the full-service restaurant industry. 2014 system-wide sales are projected to be up 3.8 percent to $221 million, a new system record, and average unit volume is up $169,000 since 2009. The company was identified as a top company hiring this week by FOX & Friends, with plans to open 11 new locations in six states and a second international location in Kuwait in October. The innovation doesn’t stop there. Early next year, Beef’s will launch the first Beef’s Express, a fast casual model that features “the best of Beef’s,” in Lakeland, Florida. The menu at Beef’s Express includes salads, flatbreads, burgers, wings, sandwiches and more, cooked with state-of-the-art equipment that doesn’t sacrifice quality for speed. Brands looking to stay ahead of the pack should take a page from the Beef ‘O’ Brady’s playbook. Don’t be afraid to self-evaluate. Figure out how your customer’s needs are changing - and evolve with them. Making changes can be difficult - but will save you in the long run. Plus, pizza never hurts.