Dudes, Sports and Hot Dogs
Dudes, Sports and Hot Dogs are a classic combination for restaurant profits. But I was blown away on a recent trip to Atlanta, Georgia by the implementation of The Varsity’s restaurant layout.
The Varsity is an historic, destination restaurant located near the campus of Georgia Tech University. It’s brand imagine incorporates everything about college life in the South: sports, tailgating and more sports. Even though many women enjoy sports, their most passionate consumers are men. Men are also more likely to frequently eat the chili hamburger and hot dog combos that are dished out at The Varsity and are more comfortable eating at a restaurant alone.
The combination of these factors has lead to the Varsity’s excellent floor plan, that incorporates school desks and flat screen televisions. This is fast food on steroids. After diners receive their trays of greasy goodness from the counter they head to smaller rooms where they eat while watching ESPN. Each desktop is exactly the same size as a restaurant tray, therefore every diner only takes up as much space as they need. Add to this that the typical male diner will only spend about 15 minutes sitting and eating before they get on with their day and The Varsity has the ability to turnover many patrons in a small space.
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