NEW ORLEANS Al Copeland Investments Inc. is ramping up a franchising push for Copeland’s of New Orleans and its other casual-dining concepts under the new leadership of Fred Thimm.
Thimm, previously president of Martini Park of Bethesda, Md., and a former president of the Palm Management Group of Washington, D.C., was named president and chief executive of Copeland’s restaurant division in June. The company operates or franchises 24 Copeland’s units, six Copeland’s Cheesecake Bistros, two Amor de Brazil churrascarias, and Sweet Fire & Ice, a high-volume restaurant and martini bar in Metairie, La.
“Our program is to strengthen our corporate infrastructure and foundation operationally,” Thimm said, “and we are preparing for a rapid expansion of the Copeland’s of New Orleans brand initially through franchising.”
The company is seeking a franchise executive for the restaurant division. Thimm said the goal is to grow all four concepts through franchising.
“I’m very excited about the growth opportunity for Copeland’s of New Orleans,” he said. “I see it as our flagship now. I really think it offers something unique in the industry. It’s all from scratch from recipes created by Al Copeland through the years. It’s an ambitious, well-executed menu that offers a very unique flavor profile and quality level. I don’t believe it’s being delivered by anybody else at that price point in the industry today. That’s very gratifying for me.”
Interest in New Orleans’ culture and food has grown since Hurricane Katrina in August 2005, Thimm said. “Copeland’s puts all the fun, food and cocktails into a package that we can take around the country,” he said. However, he noted: “The storm took a chunk out of Copeland’s as well as other restaurant employers. We’re working on sharpening the marketing and brand image.”
Thimm described Sweet Fire & Ice as “food as theater.” “The interior design is over the top and exciting,” he said. “Music plays a big role in the atmosphere here as well as at all the other restaurants. Al is very particular about the music.”
Amor de Brazil is a relatively new concept, Thimm said. The first Amor de Brazil, a company-owned store, opened about a year ago in Cincinnati, and a franchised unit opened two months ago in Kansas City, Mo.
Thimm said per-person check averages of the four concepts range from $25 to $26 for Sweet Fire & Ice, $22 to $23 for Copeland’s of New Orleans, $24 for Cheesecake Bistro, and $45 to $50 for Amor de Brazil.
Half of the Copeland’s of New Orleans locations are franchised, the result of a franchise push in the 1990s. The concept was founded in 1983.
“I think concepts that have national growth expansion have strong cultural roots and a strong emotional connection to the employees and the customers,” Thimm said. “They can prove that they’ve done it.”
Al Copeland founded and grew the Popeye’s Chicken & Biscuits chain, which today is owned by AFC Enterprises Inc. of Atlanta. “Working with Al is incredible,” Thimm said. “He’s a legendary restaurateur and entrepreneur. It’s a thrill.”
Copeland’s son, Al Copeland Jr., is chief executive of Al Copeland Investments, whose operations also include a food manufacturing division as well as hotels, real estate and comedy clubs.
Thimm has moved to New Orleans, which is still recovering from the 2005 hurricane and flooding.
“There’s a strong passion people have here for the city,” he said. “I have a hard time believing that the city won’t come back. People aren’t going to give up on it.”