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Justin Timberlake's 'Southern Hospitality' inks 5-unit fast casual licensing deal

Bourbon Brothers Holding Corporation has announced a formal agreement to license the Southern Hospitality (SH) brand for new fast casual units in the Denver and Colorado Springs markets.

February 19, 2015

Bourbon Brothers Holding Corporation has announced a formal agreement to license the Southern Hospitality (SH) brand for new fast casual units. The company plans to open up to five new fast casual units in the Denver and Colorado Springs markets over the next 18 months under the agreement.

Southern Hospitality is a full-service, barbeque concept in New York City's Hell's Kitchen neighborhood at the corner of 45th and 9th Avenue. The concept was co-created by Eytan Sugerman, Justin Timberlake, Trace Ayala and Nelson Braff in an effort to bring authentic southern barbeque to Manhattan.

BBHC plans to introduce the first fast casual, SH-branded restaurant later this year in the Denver Metro area.

Southern Hospitality Co-Creator and Managing Partner Nelson Braff said in a company press release, "We are very excited about the continued expansion of the Southern Hospitality brand, particularly in the area of fast casual."

Plans currently call for an assembly line function, which enables customers to fully customize their meals, while also allowing them to watch meal preparation. Roth Sheppard Architecture has been retained to complete the design and architecture of the initial unit.

"Fast casual has been the fastest growing segment of the restaurant industry for five consecutive years, and outpaced traditional QSR and casual dining five to one during 2013, yet we feel that we are one of the first movers in the barbeque fast casual space. This concept is in line with the tremendous resurgence of barbeque, leaving us with an opportunity to gain immediate market share," said Mitchell Roth, President of BBHC, in the release.

BBHC currently owns Bourbon Brothers Southern Kitchen in northern Colorado Springs, as well as a full-service franchise of Southern Hospitality, located in Lower Downtown Denver on 17th Street between Blake and Market. BBHC will also be opening two new full-service Southern Hospitality restaurants this year, with the first opening in Lone Tree, Colorado and the second opening in downtown Colorado Springs.