Dawg House Grill to Expand Through Franchising

Submitted by Bob Frankman on Sun, 2008/03/09 - 09:35.

Francorp Helps Restaurant Franchise

SAVANNAH, Ga. - Auburn graduates Dennis Lofton and his son Mike (photo from Savannah Now) established on May 15, 2006 the Dawg House Grill, a restaurant for University of Georgia students. Now through the help of Francorp they are franchising.

The father son team have been launching and operating fast casual restaurants for over ten years. They launched Sawyer's eateries in Knoxville, Tennessee. In 2006 they announced they were franchising operations at the University of Tennessee college football stadium and basketball area. And there was a Mexican restaurant, Felipe's. Then came Dawg House in 2006.

FranCorp's press release discusses the new franchisers Savannah, Georgia passion.  Dennis and Mike Lofton's state, "“Being huge (University of Georgia) Bulldog fans we could not imagine a better way to spend our time and efforts than to dedicate that passion into our theme and hence the Dawg House Grill was born.”

The release continues, "Adorned with vast collections of UGA memorabilia and photos dating back to the early 1930’s, Dawg House Grill completes its ambiance of community and tradition." The restaurant serves burgers, sandwiches, pizza and an array of appetizers.

There is no mention if the firm plans to expand outside of Savanah. If they do, would the restaurant change its name or adopt local college themes. A phone number is left for readers to call Dawg House Grill to find out more about their franchise efforts.

The University of Georgia is not the only bulldogs in the country with a Dawg House Grill. So is Louisianna Tech. Their campus also has a fast-casual restaurant called The Dawg House Sports Grill, established in 1998 by another family team: Bert, Vicki, Danielle and Chip Davis.

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what am I missing?

Submitted by FuwaFuwaUsagi on Tue, 2008/03/11 - 01:05.

It sounds to me like another member of the "there is no intrinsic value in this concept" club.   Can anyone point out to me of what value is this franchise offering?  Burgers, sandwiches, pizza, and appetizers with old photos adorning the place; this is the basis for a franchise?  What in this concept cannot easily be duplicated?  What is the USP for this concept?   Why would anyone buy into this franchise?  Why would anyone share a percentage of the gross gate for what this offering brings to the table?   

As an FYI, as some of you know I have been working on a proprietary franchise quick vetting model, this concept score a '0' on the initial screen. 

FuwaFuwaUsagi

The Missing Ingredients

Submitted by Bob Frankman on Tue, 2008/03/11 - 01:53.

You are really missing the key ingredients. Consider these attractive elements of this budding franchisor:

  • This franchise concept was created by Francorp, founded and run by franchise-meister and ex(?)-con Don Boroian. After 30 years of cranking these franchisors out, you know he knows what he's doing.
  • You may recall that most of the press release was about the bulldog decor and love of the bull spirit. Consider the many metro-areas across the country that will welcome with open arms the dawg and UGA's school spirit.
  • Louisianna Tech already has a Dawg House Grill that's been around  years before the father and son team created their Dawg House Grill and soon-to-be franchise chain. Isn't that convenient? 
  • Did I mention that Francorp was giving this concept their tender loving care? Want proof? Just read Francorp's press release again. It is full of persuasive details of why this is a good franchise investment.
  • Don't knock the Dawg's sandwiches and pizzas until you understand the size of the market, how it is growing and how much college kids scarf such food down. Rumor has it that such marketing information will be gathered and displayed later on signs outside the restaurant that bulldog mascots will be spinning. Because that sort of marketing information is way too expensive to include on Internet press releases.
  • Francorp is also considerate enough to market its client's franchise offerings across the country via Internet press releases to get their buyers lined up in a row. Several registration states require no  marketing of franchise offerings take place before registration. But no worries. I'm sure Francorp was very clear in instructing his client to turn away such calls from the registration states. After all, Boroian would not want his reputation damaged by having clients bend or break the law.

Are you sold yet?

Network Value

Submitted by michael webster on Tue, 2008/03/11 - 03:51.

Without commenting on this opportunity, I believe that there could be an important network effect here.

Depending on the size, distribution and strength of the alumni social network, it might make sense to employ local boosters to run a university themed restaurant.

Depends on how good the initial data is: a exclusive contract with the provider would be the barrier to entry.

However,  a licensing agreement might achieve all the same goals. 

Michael Webster PhD LLB
Franchise News

yep...totally

Submitted by FuwaFuwaUsagi on Tue, 2008/03/11 - 01:54.

Bob writes: 

Are you sold yet?

My reply:

LOL!!!   Thanks Bob. 

FuwaFuwaUsagi

Franchise Value

Submitted by Bob Frankman on Tue, 2008/03/11 - 08:40.

After poking fun at the press release and the preparer, time to get serious.

Michael has a very good point. There could be a nice opportunity for a university-themed restaurant. Tapping into the sports alumni network would raise barriers to entry. The location should be close to the university, which besides customers also helps provide a more available source of staff. Later hours will be needed. Delivery too. There is benefit to linking up with the university's business school professors from the beginning to have students participate and study the small business. The eatery would want to tap into many student activities. Sports memorabilia could be sold?

Each restaurant would be quite different in theme and decorum. Dawg House won't work in Wild Cat country.

Hmm, the value of a franchise to consumers: Would a cougar alumni appreciate the value of visiting a Bruin-themed restaurant when he visited West Los Angeles? Would a Dawg appreciate a Bengal Tiger? Doubtful.

Licensing looks interesting.

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