Article
FREEBIRDS reveals 2011 growth strategy
In recognition of its 20th anniversary, the creator of the Monster burrito looks to take a bigger bite out of Texas.
November 16, 2010 by Valerie Killifer — senior editor, NetWorld Alliance
FREEBIRDS World Burrito has announced plans to have 60 locations open in Texas before the end of 2011. Along with this ramped up growth effort, the companysaid it will hire approximately 50-75 crew members and managers per location.
“We are bucking the trend by growing and hiring,” said Bryan Lockwood, president of Tavistock Restaurant Group, in a news release. “There are legions of fanatics that write us and ask for more FREEBIRDS and we are excited to bring it to many more communities throughout Texas.”
Along with its current locations, the company has leases signed to open new restaurants in the Texas communities of Baytown, League City and Pasadena before the end of this year.
This year marks the 20th anniversary of the first FREEBIRDS World Burrito opening in College Station, Texas.
Throughout the past 20 years, FREEBIRDS has enjoyed an almost cult-like following in the markets it operates. That following has helped make the concept a success and is what attracted Tavistock to the brand.
Tavistock, owner of ZED451, Blackhawk Grille, Cafe del Rey, California Café and Napa Valley Grill, among others, purchased FREEBIRDS in 2007.
“We looked at FREEBIRDS and said we knew we could make this better. We also liked how it appealed to young people as a place of employment and we knew it could be a positive influence in their lives. We are giving them life skills and we take that very seriously,” said Daniel Harf, Tavistock’s chief brand officer.
Tavistock has kept up the high level of brand enthusiasm that was built by FREEBIRDS founders Mark Orfalea and Pierre Dube in 1987. In 2005, FREEBIRDS was preparing to open its 13th location and in 2007 it had 19. Today, there are 41 units.
Jeff Carl, Tavistock’s chief marketing officer, said the FREEBIRDS culture is built, in part, around the encouragement of community involvement. The company tries to influence and inspire guests to become active participants in community projects and has held an annual Bike to Work and School Day in College Station since 1994.
The company also promotes several community partnerships through its FREEBIRDS World Works volunteer program. The program links potential volunteers in each community to organizations in need of support.
“We wanted to create a program where we weren’t doing charitable events, (rather) we were providing information on charitable opportunities and inviting our guests to participate,” Harf said.
Brand expansion
In addition to the Texas openings, the company plans to open a new unit in December at the University of Southern California in Los Angeles.
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A team from FREEBIRDS left this week for a road trip from Dallas to USC to open a new location.The team embarked on the drive in this VW bus that features their iconic motorcycle and Statue of Liberty. |
The restaurant will be a departure from FREEBIRDS locations in Texas as several in-store design elements have been changed to better reflect the area demographic. Salads (known as Freedom Salads) also have been added to the menu to appeal to female guests.
“A lot of brands are very protective of their base; we are actually more forward thinking, or maybe stupid or naïve, in seeing what it could be (in each market),” Harf said.
With an estimated 150 years of restaurant industry experience divided among the Tavistock executive team, it’s doubtful the FREEBIRDS leaders are growing the brand with abandon.
Harf started in the industry as a busboy while Carl began his career in his mid 20s.
“Tavistock may be seen as a private equity firm, but we’re not. We’re restaurateurs,” Carl said.
The California location will still reflect the FREEBIRDS vibe and culture that has made it a Texas icon. Any changes to the brand have come “from the gut,” Harf said. “We create an atmosphere of hospitality … and have an attention to detail. It’s just our approach to business.”
