Franchise Update Magazine Issue I, 2017 - Page 39

ANATOMY OF A BRAND

sees must finance the remodel on their own . We had to make sure that the new look we presented would result in a proper return on their investment .
From conception to execution , today ’ s restaurant design was years in the making . In the past , we ’ ve made slight adjustments
to older locations and built new restaurants with more updated looks , but we knew that to compete in the current restaurant environment the new design had to be perfect . We wanted our guests to see the new Shoney ’ s and say , “ Wow , Shoney ’ s is better than ever !”
Between our striving for perfection and the understanding that we needed to make a good investment for our franchisees , there are an endless number of variables to consider in the design . From selecting the right architect , to sourcing materials and maximizing square footage , to finding the right contractor who would work with every franchisee in the execution of their remodel , no stone was left unturned . Another major factor to consider was how to modernize Shoney ’ s while still preserving the brand ’ s iconic history — a delicate balancing act that could make or break the new design .
Shoney ’ s new look Our new look starts with a transformative exterior that still pays homage to the brand ’ s rich heritage with classic Shoney ’ s elements .
The exterior design features natural wood and stone siding , turned-down black awnings , and a prominent , white backlit Shoney ’ s logo . Adding to the casual appeal of our fresh look , new and some existing remodeled locations will have a large outdoor patio that can be enclosed by sliding and garage-style glass walls for multi-seasonal use .
The restaurant ’ s interior will also take on a renewed design that features a fullservice beverage bar highlighted by bright red tiles . A long community table lit by cast-iron chandeliers will allow for large parties or multiple smaller groups to share a meal together , and the dining room will be separated from the bar
area by large , curved booths . As part of our mission to rejuvenate the brand , Shoney ’ s famous freshly prepared all-you-care-to-eat food bar will take on the additional purpose of a Freshly Prepared Food Market , where guests can purchase quality meals from the bar to take home .
The future of Shoney ’ s The first location to take on this new look will be our corporate restaurant in Donel- son , Tenn ., which will serve as the design prototype moving forward . A half-dozen corporate restaurants are planned to be remodeled by the end of 2017 and we have already secured initial commitment from existing franchisees to remodel an additional six restaurants .
Today , with Shoney ’ s new look , redefined menu , and famous all-you-care-to-eat fresh food bar , along with the addition of the full beverage bar , we are confident that Shoney ’ s can uniquely compete in the fullservice , fast-casual , and quick-serve restaurant segments . There is tremendous joy for me in being able to invest in bringing this iconic American brand to the forefront of today ’ s consumers . My hope is that other entrepreneurs will recognize the opportunity to become a part of revitalizing history alongside with me . n
David Davoudpour is chairman and CEO of Shoney ’ s Restaurants . During his more than 30 years in the restaurant and hospitality industry , he founded Lone Star Steakhouse , All Star Sports Bar & Grill , and is the largest multi-unit franchisee of Church ’ s Chicken . In 2007 , he acquired Shoney ’ s and is on a spirited mission to revive and reinvigorate the family-friendly , Southern-style restaurants to the premier family casual dining concept it once was .
Franchiseupdate ISSUE I , 2017 37