Loftis: Initially we created a cool environment, a bar area for happy hour. You offer Firebar, which serves cocktails. I don’t know if that will adjust any time soon. We’ve maintained control over our 50 locations, soon to be 51 in Dania Beach, Florida. Loftis: To this point, it’s a pretty complicated business, and we cook with an open flame over the fire. From a culinary standpoint, that’s tough to do in a franchise model, combined with service. Why grow that way rather than franchising? From a dollars standpoint, it’s growing, with limited marketing. And we recently added Postmates.įirebirds’ 50 eateries are all company-owned. It’s been successful, though we’re still trying to work out some things, and making sure packing is done in the right manner. Quite frankly, there’s an on-demand generation that wants to experience it. About three or four months ago, we started a pilot in 14 locations with DoorDash. However, we’d be foolish not to tip our toes into it. We feel our food is best enjoyed in the four walls with our service. Loftis: We had been reluctant to get into third-party delivery. Many fine dining restaurants are just starting with delivery. And we give back to the community by supporting a charity, Alex’s Lemonade Stand Foundation, which supports childhood cancer, and we offer a sustainability effort, which they appreciate. Loftis: A lot of our food appeals to millennials. We’re a made from scratch kitchen and that resonates with that audience. We appeal to a wide variety of people with a sophisticated palette.Īttracting millennials and Generation Xers isn’t easy. Loftis: We’re in markets that are more affluent. Guests can come in and go to the theatre in a tuxedo and enjoy the Firebirds experience, or come in shorts and flip flops, or come in for the game. Your average lunch check is $20 and $33 for dinner. We’re committed to opening three this year, with one more opening in October, which will bring us to 51. We have three signed leases in 2020, and we’re working on the pipeline for 20. Loftis: Their focus is to grow the business and that involves opening new restaurants. Most private equity firms want to grow their business. We’ve embraced it and offer more seafood items and poultry. It stems from the transition of people eating healthier, and the younger generation isn’t as attracted to a heavy steak. About three years ago, our wood cooked salmon has been the number one selling item. Loftis: We’ve been in business for 19 years, entering our twentieth. For 16 years, steak was the focus and the number one seller was filet mignon. Firebirds started out as a steakhouse but has broadened its focus.
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