“ The bigger the reputation the chef has , the more knowledge and experience they have .”
Guy Fieri opens Guy ’ s Bar-B-Que Joint in Atlantic City
The calculus is like evaluating professional athletes before a draft — an original offering may be seen as a risk with a higher upside potential , whereas a branded operation may have a higher floor but less growth potential .
There ’ s no one correct answer . A successful dining experience is dependent on service and execution , not a particular name or brand , and there is a litany of good and bad examples for each . Operators also differ in their particular preferences .
As commercial and tribal operators expand and renovate their brick-andmortar holdings , the debate between branded versus original dining options has more voices and considerations than ever .
Bolstered by Big Names
Opening a new restaurant , in a casino or elsewhere , carries a lot of risk , perhaps more than any other type of development . Thus , branded venues most often represent the safer option because of their consistency . An established platform checks a lot of boxes , which is enticing for operators focused on providing swift returns on investment . They also come with their own costs — mainly in the form of licensing fees — but the expansion of numerous franchises and chefs around the country would indicate that those costs are more than feasible .
In recent years , there has been “ continued interest in incorporating established F & B brands into the casino resort environment ,” says Dike Bacon , principal at HBG Design . The concept of co-branding with high-profile chefs and companies is “ gaining more traction with casinos as a means to broader market appeal and greater name recognition from an expanding customer base .
“ For a while it seemed like expensive branding fees were deterring the introduction of new branded venues into the casino resort ,” Bacon continues . “ But integrated branding appears to have made a comeback on an even grander scale and commitment .”
One example of a brand that ’ s made extensive inroads in the casino space is Rock & Brews ( R & B ), a brew-pub chain backed by Rock & Roll Hall of Famers and KISS frontmen Gene Simmons and Paul Stanley . According to R & B CEO Adam Goldberg , the company , formed in 2010 , already boasts a total of 23 locations throughout the U . S ., partly thanks to the popularity of the associated artists .
“ Having the celebrity stamp of approval means our brand is proven and successful ,” Goldberg notes . “ With our extensive years in the hospitality industry , we are operators first . Casinos can benefit from our operational expertise , from menus to playlists to art packages and built-in marketing opportunities with other rock stars .”
Alexandra Milkovich , senior interior designer for HBG who helped design the R & B Casino and Restaurant in Braman , Oklahoma , echoes this point . “ Having a celebrity name attached to a property is , of course , a great marketing tool for a casino owner ,” she says , adding that celebrities and franchises “ have a large following of people who want to be part of the next big ‘ thing ’ in the industry .”
Of course , the celebrity name in a lot of cases is tied to a specific chef , long a popular choice among operators and ultimately , their patrons . These venues often do a good job of maintaining a somewhat consistent standard of service while also catering to the unique aspects of each property and its geographic location . Food is a universal language , and a chef with a following can attract new demographics , some of whom wouldn ’ t have ventured to a casino otherwise .
Chef-sponsored restaurants can also present unique challenges , but there are still plenty of opportunities to be had if the process is done right , notes John P . Ruiz , principal at R2Architects .
“ The bigger the reputation the chef has , the more knowledge and experience they have .”
— John P . Ruiz , Principal , R2Architects
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