Sit down at Holler and Dash in Tuscaloosa, Alabama and take in the scenery around you; you’ll notice the smell of fresh baked biscuits, mason jars full of cold brewed coffee and an interior boasting bare brick walls and concrete floors. What you’re experiencing has been carefully concocted to attract a specific crowd – a millennial-centric crowd.
You might think that this is a hot new restaurant concept from an up and coming southern chef – you’d be wrong. Holler and Dash is the creation of well loved family brand Cracker Barrel. That’s right – the one and only. An invention out of necessity, Holler and Dash comes after Cracker Barrel exec’s discovered that the beloved Cracker Barrel brand was missing the mark with younger generations. Holler and Dash still features those homemade classics but with updates like a Red Eye Aioli and Tomato Jam topping their signature biscuits. You can tell that they’re catering to a different crowd! New brands like these aim for a crowd more focused on modern design and hip ingredients.
Cracker Barrel is not alone in this endeavor. Many aging restaurant concepts are developing new brands to capture an audience that their core offering is missing. Tony Roma’s opened TR’s Fire Grill to booming success in late 2015 and has been serving up locally sourced smoked meat, craft cocktails and an ambiance that attracts the ideal crowd. Don’t remember Tony Roma’s? (Hint: It’s the place for ribs.) You aren’t alone – not many people recall this once well loved establishment that started in the 70’s and that’s okay with them. “Most people don’t know,” says Tony Roma’s CMO Jim Rogers. And while Rogers is adamant that “We are comfortable with it being known that this is a concept developed by Tony Roma’s,” he stresses that “it’s a completely different concept,” and “we want it to live on its own.”
Why are so many aging brands opening new millennial-centric concepts? With the initial rise in Fast Casual, aging legacy brands like Cracker Barrel, Tony Roma’s, Texas Roadhouse and even Denny’s are looking for a way to redefine their portfolio and keep up with the shift in trends. In addition, the creation of new Fast Casual dining concepts with updated menu’s and modern executions allow legacy brands to try something new without having to interfere with their core business offerings.
Is this the fix for all legacy brands? No way. We have known for years that new offerings drive traffic. What we can understand from this kind of step into the creation of new restaurants by legacy brands is that the restaurant industry is always changing and that we will continue to see brands trying to find ways to stay relevant or expand their offerings. New brands can create buzz if executed correctly. If a restaurant concept like Texas Roadhouse can replicate their hospitality in a fast casual environment slinging burgers instead of steaks like they have with their concept called Jaggers, why wouldn’t they take the leap?
As a millennial who dines at legacy brand restaurants, these new offerings from restaurant chains I already know and love are not only exciting to me from a foodie perspective, but also give me a glimpse into what the future of restaurants could look like and how brands will stay relevant to their guests. I think the outlook is pretty great!
Here more about this approach on the F&RM Podcast.