Page 28 - RLI May 2019

JOIN ThE GASTRObAR
REvOLUTION
Bar Louie is the US’s hottest gastrobar, and it is dedicated
to revolutionising the dining experience for its guests.
Here, RLI sits down with company CEO Tom Fricke to
learn more about the fast-growing business.
28 RETAIL & LEISURE INTERNATIONAL MAY 2019
he people who work for Bar Louie all begin in the US. They have spent the last few months making sure
In the coming months the target is to reignite unit growth
each day the same, with the pure conviction
and passionate belief that ‘restaurants bite’.
they had all the underlying systems as harmonised as they
T Enter a Bar Louie, and you can seat yourself could have them before looking at further growth, and now
and be yourself, guests never have to endure annoying
they are very close to this and will be looking to open 12-
blinking, vibrating pagers, snooty waiters or ultra-hip menus.
15 new restaurants a year.
“We have very big aspirations in terms of the number of
The company proudly serves shareable, mouthwatering,
chef-inspired grub, craft cocktails and local beers that will
awaken the senses. units that we think we can have domestically and then we
want to start looking at international markets as well such
Today the company currently has 134 bars in the US, 111 as Canada and Australia,” explains Fricke.
of these are company owned, with the additional 23 run by To ensure the restaurant remains recognisable and
franchise partners. continues its forward trajectory, the company has hired
“We’ve slowed our development down a little bit in the last world-class chef Steve Madonna, who is coming to the
year, to really focus on our base operations and to make sure brand from the Wolfgang Puck organisation.
that we are providing the guests with a great experience,” The brand thinks of themselves as mavericks within the
explains company CEO Tom Fricke. “We have spent a lot of industry and always thinking of new and unique ways to
time focusing on the guest experience and focusing on food satisfy guest demands.
as well, in fact we launched a new menu back in February, so Around 50 per cent of Bar Louie’s guests are millennials
this past year has been a repositioning year for us.” who like to snap their food before they eat it, and the
Bar Louie’s new marketing campaign is all about joining company recognises this and is constantly looking at ways to
this new gastrobar revolution and creating a new category integrate social media into its marketing campaigns.
in the market. Unlike gastropubs which feature a beer led For Fricke, customer loyalty is shown in the average
beverage programe, this company is spirit led and its new dwell time of Bar Louie patrons, which stands at around
menu reflects this. two and a half hours, a quite remarkable figure for the
Fricke believes the company is more guest focused than industry in the US.
they ever have been, and they assess social media reviews “There is something that “We have very big aspirations in
every week, whilst the entire operations team is looking is absolutely magical about a terms of the number of units that
at their social media scores and posts to ensure they are Bar Louie; when you go into
providing the guests the experience they deserve and it and its busy and the music We think We can have domestically
that they want. is playing and people are and then We Want to start looking
“We have also become more food focused to ensure the having a great time and it’s
food is right and that the menu and the recipes are being just the kind of place where at international markets as Well
followed and making sure that the guests are getting the all your concerns, worries such as canada and australia”
kind of food that we think we should be putting out every and troubles leave you
day,” explains Fricke. when you come into the place, it’s different than a restaurant
Recent openings for the brand have taken place in experience and its different than a bar experience,” says Fricke.
Florida. One has just opened in Kendall in South Miami, as Two challenges are facing the company as it looks ahead,
well as in Winter Park outside of Orlando. An additional one is the industry in terms that it is slightly saturated
unit was also launched in Nashville. The next new bar will at this point in time, and also Fricke is looking for the
be in Dania Beach, North of Miami in Florida. company to find the right development pace. “I think that if
The company does not follow a standard footprint; you are not growing fast enough, you leave opportunity at
their units range from 3,000sq ft to 10,000sq ft and are the door and if you grow too fast, you can let the business
best suited to outdoor mixed-use shopping malls near get away from you, this is something we will be looking to
event locations. get right in the coming years,” he concludes.
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