New locations will emphasize off-premises biz, ‘Masters of Meat’ messaging
Smokey Bones is gearing up for openings in the suburbs of Indianapolis and Detroit. These restaurants in Avon, Ind. and Utica, Mich. will feature new concept prototype stores, with an emphasis on off-premises business and virtual restaurants, The Wing Experience and Burger Experience. The Indianapolis restaurant in Avon will open in the Avon Commons Shopping Center.
The Aventura, Fla.-based casual-dining chain has moved forward with its new asset design. A smaller dining room is part of the reimagined layout, along with a large bar area in the middle of the restaurant, new decor, fixtures, original art, and a dedicated off-premises vestibule featuring a separate entrance.
“The approval of these two new restaurants, two new ghost kitchens and the success of our virtual brands underpin the growing momentum of this great company.” said James O’Reilly, Smokey Bones chief executive. “We have added a highly experienced management team, transformed our culture, introduced a compelling new brand positioning, focused and improved our menu, rebuilt our technology platforms, improved our operations, and we’re just getting started.”
In addition, there will be a new emphasis on the slogan, “Masters of Meat.” These fully-re-designed restaurants will include the logo on the outside of the building and throughout the inside. Signs and art will support the Masters of Meat positioning: “Hand-craved, Hand rubbed and Slow Smoked 14 hours,” “Please DO have a Cow,” and “Holy cow, chicken, pig!”
“We’re excited to bring Smokey Bones locations to Avon, and Utica.” said Joey Stewart, Smokey Bones chief development officer. “I’m especially excited to be leading the redesign of the Smokey Bones asset and the addition of significant technology-enabled off-premise functionality in a dedicated off-premise space for our guests.”
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