Edgewater, MD (RestaurantNews.com) Whether a smart investor looking for an outstanding opportunity or simply a hungry customer looking to enjoy a perfectly aged steak in a fun, energetic atmosphere, The All American Steakhouse & Sports Theater has you covered.
Conceived in 2003 by two restaurant industry veterans with a combined 70 years’ experience at major restaurant chains, The All American Steakhouse & Sports Theater is a family-friendly, casual-dining steakhouse where guests are spoiled by good old-fashioned, friendly service while enjoying dry-aged steaks hand-cut by in-house butchers surrounded by 10 six-foot-by-eight-foot high-definition TVs in the bar and up to 15 more high-definition TVs in the dining room.
Having opened its first restaurant in Edgewater, Md., in November 2003 to large crowds and great reviews, The All American Steakhouse & Sports Theater has grown to six locations in Maryland and Virginia, including five affiliate stores and its first franchise location, which was turned over to the franchisee (a former ambitious manager of a location) June 2nd of this year. It’s located at The Broadlands Center Plaza and initiates the launch of the chain’s new expansion via franchising plan.
Perfectly positioned for accelerated growth, The All American Steakhouse & Sports Theater expects to have strong appeal to existing, successful multi-unit restaurant operators looking to expand their portfolios through area development, drawn by some of the lowest franchise, royalty and marketing fees in the national casual-dining industry.
“We are targeting full service casual dining restaurateurs that are looking for a new fresh concept to complement their existing portfolio. In addition, we want to attract QSR operators who typically have excellent skills in operating multi-unit territories, but unfortunately, are also accustomed to paying high royalty and marketing fees. Our structure for royalty and marketing fees is well below the industry average,” said George K. Jones, president and CEO. “The capital investment for a QSR operation is similar to the start-up costs for our steakhouse concept, but in most cases, we have a much quicker return on initial capital investment because of our lower royalty and marketing fees.”
Jones said The All American Steakhouse & Sports Theater is seeking to have five area development agreements secured within the next 18 months, with a goal of adding 25 units within the next five years. The company is targeting growth in its core Mid-Atlantic region, though it is also drawing interest from potential investment groups in south Florida, Tennessee, New Jersey, Pennsylvania, and the Carolinas.
“We are in the casual-dining steakhouse segment,” Jones said. “But two things that distinguish us from our competitors are that we have an in-house butcher who cuts our steaks and our aging process. Secondly, the ambience in each of our restaurants creates a fun, exciting and energetic atmosphere, especially with the large number of high-definition TVs we have that bring so much entertainment value.”
While most steakhouses pay a third party to cut and ship steaks to their restaurants in Cryovac bags, The All American Steakhouse & Sports Theater buys its beef in bulk. After the beef has aged for 45 to 70 days, it is shipped to each restaurant where it can only be accepted by the butcher or kitchen manager. In fact, each butcher has their own meat room and walk-in refrigerator to cut and dry-age the steaks.
“Our steaks are wet-aged a minimum of 45 days then are dry-aged five to seven days,” Jones said. “Most other chains have no quality control over their steaks other than to complain to their beef purveyor. We have complete control since we cut our steaks in-house. Our USDA Choice beef is corn-fed and is only from the Midwest.”
But it takes only one look at The All American Steakhouse & Sports Theater menu to realize the chain isn’t relying only on its signature steaks to attract new and repeat customers.
“The first impression we make on our dining guests is when they are served our homemade yeast rolls served southern-style with a margarine and honey mixture that’s whipped to be light and fluffy,” Jones said.
The All American Steakhouse & Sports Theater menu includes Snow Crab legs, crab cakes, fresh fish, baby back ribs, chicken, shrimp, pasta, wings, salads and more, including signature desserts such as a chocolate brownie sundae and homemade apple bread pudding.
The All American Steakhouse & Sports Theater draws a wide customer base with attractive promotions and has an average per person ticket of $18. The chain offers two store models, one with 7,500 square feet of space and a smaller footprint of 6,500 square feet.
“The smaller model is the latest prototype and is approximately $400,000 to $500,000 less to build-out than the larger store model,” Jones said. “We designed the smaller model to be more attractive to investors who are looking for a three- or four-year return on their investment.”
While The All American Steakhouse & Sports Theater continues taking the extra time necessary to serve a perfectly aged steak, Jones is hoping investors will take the time to explore an outstanding opportunity.
“We would feel extremely successful with 25 units opened in the next five years, especially if all our franchisees were thrilled with the concept and “while having huge success,” Jones said.
For more information, please visit www.theallamericansteakhouse.com.
Sanderson & Associates