Bennigan’s Attributes Success in 2018 to Small Market Strategy
Bennigan’s, the iconic brand known for its chef-driven American fare and friendly Irish hospitality, has wrapped up another successful year after implementing its innovative tertiary market strategy.
Pent-up demand for Bennigan’s signature menu items remains strong, as evidenced by record-breaking sales around its grand openings in Steubenville, Ohio; Mandan, North Dakota.; and Monahans, Texas in 2018. All three locations are experiencing double the sales volume in a space less than half the size of the original Bennigan’s prototype and driving very compelling unit economics.
“We have distilled 42 years of experience into a system that delivers proven results for the brand and resonates with the communities we serve. As a result, Bennigan’s is now flourishing in smaller markets that so many national brands ignore,” says Legendary Restaurant Brands chairman and CEO Paul Mangiamele. “And since the new year is the perfect time to make new resolutions and start new ventures, we’re inviting qualified franchisees to join us by bringing our iconic menu and Legendary service to their hometown.”
In addition to 20 percent unit growth and stellar domestic success, expansion is also continuing around the globe. Bennigan’s celebrated St. Patrick’s Day with the execution of a Master Franchise Agreement with the Baila Group of Companies to expand into four major cities in the Islamic Republic of Pakistan. International locations are also planned in Guatemala, Honduras, El Salvador and Amsterdam with more than 100 additional locations in development.
Also over the past year, Bennigan’s delighted the hearts and stomachs of fans worldwide by adding several classic dishes from Steak and Ale—its Legendary sister brand—to the menu, including the Kensington Club, Smothered Chicken and Hawaiian Chicken. In addition, Bennigan’s long history of serving made-from-scratch dishes and proprietary recipes continued with the debut of instant classics like The Irishman Whiskey Glazed Prime Burger.
“Bennigan’s has reignited the emotional connection that has existed with fans for more than half a century,” continues Mangiamele. “We pioneered casual dining and when our guests discover that Bennigan’s is back, they become enthusiastic ambassadors for the brand. That’s what tells me that even after another strong year of growth in 2018, our brightest days are still ahead.”