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64 • FOODSERVICE EQUIPMENT & SUPPLIES • MARCH 2017 chain profile BURTONS GRILL & BAR REDESIGNS FOR A YOUNGER CROWD W hen Massachusetts-based Burtons Grill & Bar opened its first restaurant in 2005, the com- pany targeted the Baby Boom generation. At the time, it made sense for a polished-casual concept like Burtons to pursue these customers. While Baby Boomers remain valued customers, that core group has aged and Burtons now seeks to retain that core customer base and add a new group of customers. "It doesn't make sense to us to keep the brand that's very healthy and viable and not evolve it," says Kevin Harron, Burtons president and CEO. With that in mind, last year the 12-unit chain rolled out a new prototype in Alexandria, Va., designed to appeal to younger customers while still bringing in their loyal clientele. The new store features local and seasonal offerings; mul- tiple dining areas that offer guests different types of dining experiences; and a fully open kitchen with new equipment to entertain guests and even serve as the focal point for events. Different Diners, Different Sections Walking into this new restaurant, customers can choose one of three distinct seating areas, distinguishable by changes in flooring and furnishings. A traditional dining area includes booths and tables. Sitting to the right and along the operation's back wall, this space appeals to the chain's existing customers, families and others looking for a more traditional dining experience. While it represents a more traditional approach to seating, the space is far from boring. It features a large wire chandelier with a near-industrial appear- ance, as well as a gallery wall with prints and photographs in different sizes featuring a variety of frame styles. This polished-casual concept's new prototype features a fully open kitchen, island bar and dining areas that offer customers different types of restaurant experiences. By Toby Weber