Franchise Times - New Franchising Faces Offer Fresh Fare

Baker Bros cut its teeth on ribs. The upscale deli concept was fashioned from the experience the two principals gained at Tony Roma’s, where Ken Reimer was the former CEO and Tom Dahl, a vice president of operations.

The two opened their first deli in Dallas in December of 1999, and now have four serving up delicious food (don’t take our word for it, the Dallas Morning News gave Baker Bros three-and-a-half stars out of four for both food and atmosphere). The concept caters to people who want their portions large, prepared to order and fast. Customers order at a counter and then are handed a lighted beeper to let them know when their food is ready. The average order takes four to five minutes, Dahl said. About 75 percent eat in, while the other 25 percent taking their sandwich or salad back to their desk. The stores have already attracted a loyal following. Because of a diverse menu, regulars come in three or four times a week, Dahl said. “The frequency is outstanding,” he added.

“The sandwich niche is broad and popular,” Dahl contends. “If you have great roast beef, it works in Dallas and in Chicago and in Seattle.” That’s why franchising is a natural. “It’s (Baker Bros) a great vehicle for franchising, and the cost of entry is less than most (chains),” he said.

The average cost is between $400,000 and $600,000. The franchise fee is $30,000, with a 4 percent royalty for the first three years and 5 percent thereafter*. There’s no ad fee. Baker Bros is looking at three-to-five store territories and experienced operators. They would consider a one-store deal, however, Dahl said, if the location is unique, such as an office building downtown.

The Baker Bros ambiance is fashioned on a mythical Midwestern family, “where hearty, honest foods were always served in generous portions and made true to original family recipes handed down through the generations.” To complete the Baker Brother’s legend, a giant, hand-painted mural depicts the American experience from the majestic purple mountains of the West to the Midwest’s fields of grains to the high-rises of the East Coast.

For more information, call their offices in Dallas at 214-696-8780.

*Franchise fees are now $25,000 and royalties are 4% for the first 3 years and 5% thereafter.

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