Casual-dining chain Rock & Brews is on a roll. The restaurant leverages its founders’ talents — which range from fine dining to merchandising to being actual rock stars — to create restaurants that appeal to a wide variety of customers and franchisees. Rock & Brews venues include disparate locations such as the Delta terminal in the Los Angeles International Airport and a beachfront property on the Hawaiian island of Maui.
The Los Angeles-based chain, founded in April of 2012, grossed $25.9 million at its seven domestic units that were opened by the end of last year. The chain also operates two locations in Mexico. The company opened two more U.S. locations this year and plans to open at least five more by the end of 2015. Management is also in talks for a 15-unit franchise deal in Canada and a deal to open 10 units in Australia and New Zealand, according to CEO Michael Reynolds.
Rock & Brews was created by Los Angeles-based restaurant and hotel operator Michael Zislis, rock band merchandisers Dave Furano and Dell Furano, and KISS members Paul Stanley and Gene Simmons.
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The restaurant targets the families of younger Baby Boomers and members of Generation X who grew up on the music of the 1970’s and ’80s. Album covers from that era adorn the walls, and videos of bands such as Queen, AC/DC and KISS play on monitors.
Despite the rock theme, Rock & Brews aims for a wholesome vibe, with play areas for kids and dog-friendly patios.
“All of our sites are wide open so you can be at one end and see all the way to the other,” Simmons said, so the kids can play in view of the parents while they watch the game or talk with friends. “And you don’t have to wait for one of our wonderful servers to come over because they can immediately see you.”
The menu includes American bar-and-grill food with a twist, such as truffled sliders, Asian wings and ribs, along with chicken, salads and pizza. The average per-person check is in the $15 to $18 range, Reynolds said.
Keys to success:
Local feel: Franchisees are encouraged to vary about 20 percent of the menu to appeal to local tastes, including green chile mac and cheese in Albuquerque, N.M., tri-tip sandwiches in Southern California and poke tacos in Hawaii. Ten percent of the 52 craft beers on tap come from local brewers.
Authenticity: The chain’s theme is classic rock, and it’s owned by classic rock stars and band promoters from that era. In addition to the Rock & Brew owners associated with the band KISS, the chain’s CEO Michael Reynolds managed the bands Missing Persons and Night Ranger.
The franchisees: Rock & Brews has attracted veteran multiunit franchisees, including those with experience operating sports bars and quick-service restaurants. “We’re looking to bring people in that have that operations team and structure in place,” Reynolds said.
Community involvement: Each Rock & Brews location opens with a party for local wounded veterans that includes a donation to an organization that supports them.
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