Article

Don't call it a comeback: Bennigan's on a roll

How former Salsarita's president Paul Mangiamele plans to breathe new life into an iconic brand.

July 24, 2011 by Valerie Killifer — Editor, FastCasual.com

Paul Mangiamele is feeling enthusiasm once again. You can hear it in his voice when he discusses the changes taking place at Bennigan's, the once-thriving restaurant concept that has dwindled down to just 80 locations. (Click here to view images of the new Bennigan's.)

Mangiamele took the helm of the struggling chain in May, a position he feels "honored and humbled" to have acquired. He had a personal relationship with Bennigan's founder, Norm Brinker, and also worked with former Bennigan's owner, Metromedia, in the mid- to late 1990s as its VP of global development.

In its heyday, Bennigan's had more than 270 restaurants in its system, but two recessions put a financial squeeze on the chain that led to rapid closures and the public perception the chain had all but died.

Not so, said Mangiamele, who has positioned his team, the franchisees and the brand for a comeback.

"I want to rekindle the energy, the vibrancy and the integrity of the brand that was introduced in 1976," he said. "The refreshing piece is that there is pent-up demand for the brand and it has a very high appeal. It's remembered very fondly by everybody that I talk to."

Mangiamele is banking on the current nostalgic wave that exists in the United States today to help boost brand sales. This thirst for nostalgia can be seen across industries such as television and cars with the 2012 re-emergence of the Dallas TV series, vehicle sales of Dodge Chargers and Ford Mustangs, recent film releases such as Captain America and the Green Lantern, and even Nickelodeon's commitment to bring back four TV shows that were popular in the 1990s.

"There's a rekindled atmosphere of going back to better days and better times," Mangiamele said. "I want to capture that nostalgia while also introducing the 21th century vibe and bringing it to a brand that everybody remembers with affection. So, it's a very personal mission for me."

Changes to the Bennigan's brand include interior and exterior upgrades, menu optimization, service enhancements and a focus to enter the non-traditional sector with a fast casual model, Bennigan's on the Fly.

Non-traditional locations

As of today, Bennigan's has 80 open and operating locations. Thirty-five are in the United States with the remaining 45 open in international markets. All but two stores – one in Appleton, Wisc., and another in Chicago – are franchise owned and operated.

"Franchisees have, unfortunately, been mistreated in the past and so we've adopted the mantra of working our mission 25/8 because of the demands of the business right now. My team is working to rebuild the brand 25/8 and the franchisees have become re-engaged. We've looked at different price points, marketing initiatives and neighborhood marketing and as things get refined, we'll be expanding these programs system wide. It's all about us building sales, legendary service and food, market penetration and bringing the brand back to its former stature," Mangiamele said.

Part of that renewed focus is a look toward expansion through non-traditional/fast casual locations with what Mangiamele is calling Bennigan's on the Fly, the company's path to entering the fast casual niche.

While Bennigan's unveiled a fast casual model in 2007, the first unit never got off the ground.

"Again, it's part of a strategic initiative to divide and conquer," Mangiamele said. "To create more points of distribution to help us re-establish the integrity of the brand again, which has suffered over the last couple of years."

New branding is in the incubation stage and will be introduced the first half of 2012. The new branding will enable the chain to enter airport, business park, university and other non-traditional locations.

"Again, one of the things I want to stress is because I have the one brand I can be very nimble, agile and very quick to deliver on an RFP," Mangiamele said. "Not many operators have a fast casual solution with a casual-themed base."

In the meantime, the company is working with Compass Group and Sodexo although no deal has been struck. The company also is in talks to sign agreements domestically and internationally that could mean the opening of 30 to 50 new restaurants over the next five years.

Design upgrades

In addition to reviewing its operational components, the Bennigan's team has worked to make restaurants brighter and more open. They've removed the dark wood paneling and aged sports memorabilia from the walls, opting instead for a clean, fresh look. The kitchen has been altered to give guests a birds-eye view of the preparation process. The kitchen won't be open as much as there will be sight-lines into the back-of-house, Mangiamele said.

The menu also will reflect a more chef-driven approach, with signatures such as the Turkey O'Toole and the Monte Cristo staying intact. However, their presentations – and that of each menu item – will be getting much-needed upgrades to better reflect that chef-driven approach.

"We're using three different chefs right now to improve our culinary offerings," Mangiamele said. "From the french fries to the burgers it's all handcrafted, it's all signature. We want to be the unchained, chain and bring the fun and vibrancy back to a legendary concept.

"I've got a great team and we're all bleeding green. I love building brands and building people. For me, this is not only the legendary, but the legacy. When I step back and know I had a part in bringing back the brand vibrancy, it is going to be personally rewarding."