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 Old Chicago/Rock Bottom Restaurants, Inc.
WHY CHOOSE OLD CHICAGO?
Brand Strength & Versatility
Our brand has three decades of proven success and a loyal customer base in our existing markets. Old Chicago is a timeless concept that has that rare ability to appeal to a variety of consumers. Many casual dining concepts seem to copy each other in their menus and restaurant "feel". The Old Chicago concept is uniquely different. Our bars have the rich, dark feel of a "freshly scrubbed joint". Our dining room areas with our new pizza bars really appeal to families and couples.
Broad Customer Appeal
Our bar area, along with our unique guest loyalty program…"The World Beer Tour" appeal to a younger, single customers. They create the high energy levels that have made our bars famous. With thirty beer varieties on tap, and another eighty varieties in bottles, we have created an exciting taste journey for our World Beer Tour members. No matter your age or occupation, there is a tremendous sense of accomplishment when your name goes on a plaque in your home store because you have completed the World Beer Tour.
Sales Mix Advantage
With approximately 40% of historical system sales from our bar and drink business, Old Chicago's sales mix provides operators with a real opportunity to differentiate themselves from other casual dining concepts. Our high mix of bar sales is one of the main reasons why our stores experience exceptionally low Cost of Goods Sold (COGS). Our company stores finished the year in 2005 with an average COG of 25%.
THE CONCEPT
It all started in 1976 with a couple of guys from the Midwest sporting a true passion for pizza. Not just any pizza, but the kind they knew and loved from Chicago. The trouble was, pizza like that was nowhere to be found in Boulder, Colorado.
With a little trial and error, a few trips back to the Windy City and secret tips from some real pros, they concocted their own pizza with made-from-scratch dough prepared daily, homemade sauce and 100% pure fresh Mozzarella, not the frozen kind. Once it was perfected, they moved onto their next love, hand-selecting 110 of the world's finest beers. With that they opened the first Old Chicago restaurant on the Pearl Street Mall in Boulder, Colorado.
We don't claim to be tapping into fancy trends. Our concept is simple. Really good food, really good beer and a fun spot to catch up with friends. It's a formula that stands the test of time and one that keeps our customers coming back.
A DIFFERENT APPROACH TO LOCAL MARKETING
We have our own United Nations of Beer!
With 110 different brews served ice cold all the time, our World Beer Tour loyalty program sets us apart from the competition. Offering a rare selection of domestic beer favorites, international brews, and local craft beers, the World Beer Tour is one of casual dining's most successful loyalty programs, with more than 480,000 active members. Old Chicago has become an industry leader in the use of electronic data to increase frequency, and enhance brand equity.
Old Chicago's famous World Beer Tour has been well-traveled for over 20 years! Our unique beer list is full of exciting brews. Every Old Chicago has a different beer list, so that our loyal customers can travel the country as well as the world and try distinctive regional beers at each location! There are currently over 1200 beers in our system, and as we expand into new markets this list will grow.
This highly successful promotion builds customer loyalty, and sets Old Chicago apart from more traditional casual dining concepts. Every Old Chicago uses the World Beer Tour marketing list to inform loyal members of upcoming activities, mini-tour promotions, menu news, and send personalized birthday greetings!
The World Beer Tour is the foundation of our local restaurant marketing programs and a tool that franchisees are making their own. Why not become our next Old Chicago tour-guide? Pack your bags for the trip of a lifetime...
SITE SELECTION
Location is a very important factor in the success of your Old Chicago restaurant. While we do not select a site for you, we do offer many forms of assistance that will help you during the site selection process. We will also contribute to your site selection process by providing demographic and geographic profiling of potential markets within your territory. While most locations should fit the store criteria outlined below, you are not limited to sites that fall within these guidelines. Each location will be reviewed on a case-by-case basis.
Space Requirements
We are the true Hermit Crabs of the Casual Dining segment. If we find an empty shell that we like, we move in and make it work. We need 5,800 to 6,500 sq. ft of floor space. We can build two sizes of prototype buildings. We can also work with suitable strip center end-cap locations, or we can convert an existing, freestanding former restaurant. We look for space with room for approximately 220-250 seats plus additional patio seating. We require enough parking for 125 spaces.
Market Characteristics
Our restaurants thrive in a market environment where major nationally known big box retailers, casual diners, and theaters are supported by a strong daytime population and an adequate source of middle to upper middle class residences. High density housing can be a significant plus for our stores because they could indicate a ready supply of 21-34 yr old singles that contribute strongly to the success of the Old Chicago bar.
Marketing
Old Chicago restaurants rely primarily on a Local Restaurant Marketing (LRM) program that allows each store to choose the marketing programs and promotions that match the needs of the individual store's market. Advertising and promotional materials are available at a reasonable cost to Franchisees that support a LRM program.
Financing and Real Estate Development
While we do not offer direct or indirect financing, Old Chicago Franchising Corporation may recommend competent lenders who are capable of meeting the financing needs of our Franchise Partners. We also work with national developers that are ready and willing to provide real estate development assistance to our Franchise Partners.
Purchasing
The purchasing department of Rock Bottom Restaurants, the parent company of Old Chicago Franchising Corporation, negotiates services and price agreements with approved suppliers and distributors for all restaurant purchases. The volume of these purchases allows us to reduce costs for all restaurants in the system.
TERRITORIES
We sell only Area Development Agreements to experienced multi-unit restaurant operators. Territories usually encompass a Designated Market Area (DMA), but could be larger. There are still a significant number of highly desirable territories available for development.
Segment: full-service
Location: New England, Middle Atlantic, East No. Central, West No. Central, South Atlantic, East So. Central, Mountain, Pacific
Total capital investment: $1,169,000 to $2,076,000
Liquid capital requirements: $750,000
Net worth requirements: $500,000
Financing assistance:
Yes, via a third party
Training and support: Yes
CLICK HERE TO REQUEST CONTACT |
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