COLUMBUS Ohio The 30-year-old Damon’s Grill said it is revamping its sports-theme image to draw in more women and families. The redesign, which is the company’s first in nearly a decade, will be unveiled in a prototype restaurant set to open in Charlotte, N.C.
The chain, which was acquired last year by Charlotte-based Alliance Development Group, is adopting a more contemporary look and a greater focus on food, said Jon Quinn, vice president of marketing for Damon’s.
"Sports and entertainment will continue to be a key part of the Damon's experience," Quinn said. "The new brand strategy puts more emphasis on our food, with the goal of making Damon's more appealing to guests every day, not just on game day, which is reflected in our new tagline: ‘Great Food. Game Day and Every Day.’"
Damon’s said it would use the new company-operated Charlotte restaurant as a marketing tool to attract potential franchisees in the area.
The new design will feature a lodge-like dining room, more natural light and flat-panel TV screens, Damon’s said. The revamp, which was developed with help from design firm WD Partners, also will be in place in a second prototype planned for Dublin, Ohio, which is near Damon’s headquarters in Columbus.
Opening dates for the two prototype units were not disclosed, but Damon’s said construction for both is scheduled to start before the end of the year. Both will be company-owned.
Damon’s operates or franchises 75 restaurants in 16 states and the United Kingdom.