In today’s booming fast-casual market, the smart multi-unit operator can afford to be picky about what he chooses to invest in. Something other than cookie-cutter sports bars with lines of TV screens, for instance. One chain that’s attracting a lot of interest just now is East Coast Wings + Grill, the North Carolina-based concept which is spilling quickly down the Eastern seaboard, growing locations further afield in the US and is aiming to expand internationally, too.
Because this chain isn’t seen as a sports bar, it has special appeal for families and people wanting to appreciate their food and enjoy good times and conversation without the blare of sports commentary and noise of the crowd which follows it. With locations in Florida, Georgia, North Carolina, Pennsylvania, South Carolina, Tennessee and Texas, it looks a lot like East Coast Wings + Grill has gotten its recipe right.
Design matters
The matter of design has been an important consideration in the continuing development of the brand, says vice president of brand development, Brett Larrabee. “One of the reasons casual dining has lost its relevance is they haven’t updated their design; they haven’t been thoughtful about what today’s consumers are looking for. A lot of casual dining companies have a very large base of older customers. That’s because they’ve held onto the past and those customers are comfortable in those environments. But in order for us to succeed in the future, we have to be fresh and viable and considerate of what younger customers are looking for.”
With that mind, this on-track company has invested in a carefully thought-out design which is intended to appeal to the widest-possible demographic, from families and professionals to millennials and craft-beer aficionados. And, of course, to anyone who appreciates spicy buffalo wings in 58 flavors and nine heat indexes, or mouthwatering quesadilla, burgers, tacos, sandwiches and subs. No fewer than 24 taps address the ongoing taste for craft beers.
The new restaurant design features a modern, industrial look, softened by warm-toned, comfortable seating arrangements in a variety of options which will ensure the look stays current far into the future. But that’s not all. An outdoor patio adds 50 seats to the 90-100 in the restaurant and bar area. This extension to the dining area gives more space in both areas and allows customers to enjoy the warm evening air in the Southern state locations. The focus of these restaurants is where it should be: front of house. Only 30% of the restaurant’s footprint is given over to back of house and the ergonomically-designed and labor-efficient kitchen kitchen.
Multi-unit operators
It’s not hard to see why East Coast Wings + Grill continues to grow locations, recently adding to its pipeline of new markets by signing agreements to open locations in Indian Trails, NC and Myrtle Beach, SC. With more than 60 locations currently operating or in various stages of development, East Coast Wings + Grill plans to open 10 additional locations by 2018. Specifically, the franchise is looking to partner with multi-unit operators to expand its national footprint in Florida, Georgia, Kentucky, North Carolina, Pennsylvania, South Carolina, Tennessee and Virginia, as well as in international locations.
“We’re ecstatic to see positive same-store sales growth in the first quarter of 2017 even while combating traditional restaurant growth pressures,” said Sam Ballas, CEO & President of East Coast Wings + Grill. “With our restructured development division and launch of East Coast Wings + Grill 2.0, our recent growth and the increase of our franchisee candidate pipeline comes as no surprise. Our business model provides sustainable industry-leading unit-level economics, as well as a first-class franchise model support team. This, mixed with fantastic food made with only fresh ingredients and a revamped experience, provides our brand with the perfect recipe for success.”
For information about East Coast Wings + Grill franchise opportunities, contact 952-353-0199, email brett@eastcoastwings.com or visit www.eastcoastwingsfranchise.com.
AT A GLANCE
Name of franchise: East Coast Wings + Grill
Established: 1995, Franchising Since 2004
Number of franchised outlets: 38 locations currently operating
Location of units: ECWG is based in North Carolina and has locations in Florida, Georgia, North Carolina, Pennsylvania, South Carolina, Tennessee and Texas
Investment range: $600,000 – $1,100,000
Minimum required capital: Net-worth requirement: $425,000; Liquid cash requirement: $150,000
URL: http://www.eastcoastwings.com/
Contact: Brett Larrabee, brett@eastcoastwings.com 952-353-0199
