Beef ‘O’ Brady’s Launches Refocused Brand Strategy to Capture New Growth Momentum

After more than 30-years of successful operation, Beef ‘O’ Brady’s has staked a clear claim in the full-service restaurant segment. But, the brand isn’t content to rest on its laurels. Instead, the 172-unit franchise brand will continue to reinvent itself as a go-to community destination for great food in a great atmosphere by launching a new design and branding, upgrading both its logo and its in-restaurant design to reflect its sports and family-centric positioning. The brand is also upgrading its kitchen equipment to improve consistency, speed and quality. 

To boost the brand’s focus on what brings customers through the door – great food, service, and a sports-centric atmosphere – Beef ‘O’ Brady’s is also launching its first loyalty program and will be working to improve its entertainment offerings by expanding both patio space and the bar area in its restaurants. With all of these initiatives in place, the brand aims to strengthen its relationship with both customers and multi-unit owners to promote future expansion.

“Beef ‘O’ Brady’s has become an industry leader by staying ahead of growing trends, which includes ensuring that we have the latest and greatest technology and consistently keep our design fresh and modern,” said Beef ‘O’ Brady’s Chief Development Officer Jean Baudrand. “We’re incredibly excited about these changes and we know our loyal fans and our growing franchisee network will be too.”

The first free-standing prototype featuring the new design is scheduled to open in December 2017 in Port St. John, Fla. The restaurant will include a full-service bar, private dining space, an array of high definition televisions and a large outdoor patio.

“This new design is ultimately aimed at attracting even more families to our community-focused restaurant chain,” said Baudrand. “Our owners nationwide have been building relationships locally for many years, and this is our opportunity to reignite our customers’ love for our great food and friendly service. These changes help us to continue to innovate in the FSR industry and to keep our competitive edge in delivering exactly what our customers want.”

The updated design and branding elements follow the recent sale of Beef ‘O’ Brady’s parent company, FSC Franchise Co., to CapitalSpring, a private investment firm that has built a portfolio eclipsing $1 billion around the acquisition, ownership and financing of restaurants. Under the new partnership, Beef ‘O’ Brady’s has launched a streamlined new strategy for future growth centered on a renewed focus on multi-unit development. All but 13 Beef’s locations are franchised and the brand’s leadership is committed to accelerating growth through multi-unit deals. By consolidating its franchise base, Beef ‘O’ Brady’s also aims to improve long-term efficiency.

“Beef ‘O’ Brady’s franchise owners have helped shape our brand’s success for decades, and we believe that implementing these exciting new changes will fuel new momentum for us for years to come,” said Chris Elliott, CEO of Beef ‘O’ Brady’s. “With our franchisees’ support and our loyal customer base we’re looking forward to a very bright future."