Franchising

East Coast Wings + Grill doubles down on fast casual model

Provided

November 3, 2021

After testing a smaller store design in multiple locations, East Coast Wings + Grill, a casual dining chain based in Winston-Salem, North Carolina, is expanding the fast cast casual prototype dubbed ECW 2.0.

Designed with reduced overhead costs and maximum unit output in mind, ECW 2.0. locations reported a 30% reduction in development cost, as well as reduced its square footage by 27%, while sustaining unit-level sales of the larger store layouts, according to a company press release. Existing locations converted to the smaller model also posted an average increase of 12.5% in gross sales.

After seeing the success of the 2.0 model, CEO Sam Ballas personally invested in relocating the brand's Clemmons, North Carolina restaurant in September of 2020 to a smaller pilot location with 14 tables and four patio seating areas. The 2,290-square-foot restaurant reduced development costs of roughly $100,000, with fewer staff requirements and is on pace to do $1.65 million AUV and 16.5% earnings before interest and taxes.

"With a 13-month proofing period of the Clemmons' Unit Level Economics, we were able to sustain the casual dining feel but with a fast-casual box size and some hybrid operations," Ballas said in the release. "Expanding our data, we're currently testing a refined Clemmons model in a total fast casual operations model at our existing campus location serving the University of North Carolina in Greensboro and its immediate market under new leadership.

Looking ahead to expansion outside of the Southeastern markets, Ballas said he has the data to support executing a condensed ECW+G model with a limited fan-favorite menu approach, designed to reduce development and labor cost while driving unit-level economics.

"This restructured model addresses long-haul real estate concerns, streamlines kitchen equipment cost, runs with less labor and has fast casual benefits, while operating at a reduced full-service level," Ballas said. "When we go to market in 2022, qualified franchise partners will have two popular opportunities, larger volume FSR and proofed fast casual units that can be scattered throughout a region, averaging around 2,300 to 3,000 square feet."

East Coast Wings + Grill has over 60 nationwide locations.