For a
Larger Than Life Dining ExperienceThe Elephant Bar Restaurant, known for its "elephant sized" food portions, is poised to charge to the lead in the themed restaurant category.
The Elephant Bar restaurant is
a high volume, mid-market, casual dining and drink ing concept, which appeals to a wide
demographic range of customers. It utilizes an open layout that permits customers to view
the bar, display kitchen, and elephant memorabilia. The highly themed restaurants are
centered around elephants as appealing characters, with elephant paraphernalia located
throughout the restaurant. The elephant theme can be seen in larger-than-life murals,
colorful wall paintings and animal print textiles. An atmosphere that is part tropical
isle and part African safari also features the use of warm paneled woods, bright polished
brass and lush plants. The staff also perpetuates the safari theme with khaki uniforms and
white athletic shoes. The surroundings give the appearance of being high-end with touches
and feelings of elegance, but everything else is focused to create a comfortable casual
feeling.
The Elephant Bar, with a restaurant at the Santa Barbara Airport, also uses the current trend of in-store merchandising to boost its marketability. The menu consists of a wide variety of appetizers (averaging about $6.00), soups, salads (in the $7.00 to $8.00 range), sandwiches (ranging between $5.50 and $7.00), hamburgers, steaks, pastas, wok dishes, and a service bar, which are all affordable elements that make The Elephant Bar a success. Another attribute to the operation is a policy of greeting the customer within 30 seconds and delivering the food within seven to nine minutes of placing an order.
The concept was developed in the mid 1980’s by the family that created the Carrow’s chain. In 1993, S.B. Restaurant Company was formed to acquire the 14-year-old, six-unit chain. Following its acquisition, S.B. Restaurant began an expansion program that added three new California locations. The chain’s tenth location is under construction and is expected to open in December in Fremont, Ca. S.B. Restaurant also negotiated a 20-year lease, plus option years, for an existing restaurant building
in Concord, Ca. and anticipates construction to begin in January 1999, with a June completion date. Company officials use several financing sources to remodel, furnish and equip its new sites including limited partner capital, lease financing, term debt, landlord contributions (tenant improvement allowances), and cash flow from operations. A complete remodel usually ranges from $200 to $225 per square foot.Future plans call for two or three restaurants next year, and three to five restaurants each year thereafter. Immediate expansion will be focused primarily in California, the western United States, Phoenix, Az., and the Denver, Co., markets. Elephant Bars currently average approximately 7,500 square feet and seat about 300 people (230 customers in the dining area and 70 persons in the bar area). Future restaurants will be between 6,000 and 8,500 square feet with 80 to 120 available parking spaces. Restaurant conversions or build to suit arrangements will also be considered. Preferred demographics include a white collar and family trade area with $40,000 as an average income, and a regional or freeway oriented location with a strong daytime population and nighttime traffic generators. As to competition, Elephant Bar competes with all casual mid-priced restaurants within a five-mile trade area and cites the following chain operations as competition; Chili’s, TGI Friday’s, The Outback Steakhouse, Houston’s and The Claim Jumper.
For more information contact exclusive broker, Randy Baugh, Development Consultants Inc., 1630 North Main St., Suite 167, Walnut Creek, Ca., 94596; or by phone at 925-274-1999 or Fax 274-1998. The company’s headquarters can be reached at S.B. Restaurant Company, 121 East Mason Street, Santa Barbara, Ca., 93101; or by phone at 805-962-6607 or Fax 882-1333.