Franchise Update Magazine Issue II, 2017 - Page 21

ANATOMY OF A BRAND featuring ingredients you wouldn’t usually find at your typical family casual restaurants, like roasted beets and sumac berry spice. Additionally, we’ve taken many of our existing menu offerings up a notch, includ- ing adding fresh Wisconsin cheese curds, introducing a new homemade mac’n’cheese dish topped with multiple proteins, and re- developed our popular Premium Pretzels. Also, with “steak” literally the brand’s middle name, we’re also expanding our steak of- ferings. At the end of the day, our food is what keeps Lubies coming back for more, so we’re doing all we can to invest in our product. We’re also evolving the brand’s restaurant design, putting a renewed focus on providing more flexible, non-traditional build-outs for franchisees to allow more aggressive growth in stadiums, colleges, kiosks, and airports. A unique franchise opportunity Using our experience and perspective as both a franchisor and multi-brand franchi- see, we’re ready to expand Quaker Steak & Lube across the U.S. We’ve expanded the brand’s operations and infrastructure to provide an invaluable support system for both new and existing franchi- sees, who are reporting an average unit volume of $2.95 million—higher than many other casual dining concepts. One of the brand’s strongest selling points for franchisees is its multiple revenue streams, including to-go and pickup win- dow orders, and retail products such as our award-winning sauces and Lube memora- bilia. Recently, we’ve begun to expand our catering capabilities with the introduction of food trailers, allowing us to fulfill off- premise catering orders. The restaurants also provide an ideal space for indoor and outdoor events. We’ve also started test- ing delivery in certain markets to cater to the demands of today’s consumer and stay current with technological advancements. What’s ahead? We’re more than just a franchisor of Quaker Steak & Lube: we believe in the brand and are investing in it alongside our franchise network. We recently opened our first cor- porate location in Columbia, S.C., at the newly constructed Petro Stopping Center, a full-service travel center. The new loca- tion showcases all the changes we’ve made to the brand with a patio, two bars, and the ability to host more than 250 guests. Since opening in early 2017, the Columbia loca- tion has been a huge success. Between TravelCenters of America’s in-depth experience and vast resources and Quaker Steak & Lube’s loyal following, the brand is gearing up for aggressive growth. We’re on track to re-introduce loyal Lubies and new fans alike to the new Quaker Steak & Lube, and look forward to taking The Lube to new heights in the coming years through national expansion. n John Ponczoch is senior vice president of TravelCenters of America and head of TA Restaurant Group. Franchiseupdate I SSUE I I , 2017  19