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Eatery Beefs Up In Hybrid Locations

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By LAURA FRAZIER

The Tampa Tribune

Published: September 24, 2008

BRANDON - Driving along Adamo Drive to meet his wife, Rene, for dinner at Sweet Tomatoes, Nick Vojnovic, president of Beef O'Brady's, was intrigued when he spotted a "restaurant for lease" sign in front of the Best Western Hotel and Conference Center just east of U.S. 301.

The company, headquartered at Family Sports Concepts Inc. in Tampa, is nudging its sports pub-themed restaurants into small towns and unique "hybrid" locations. They include an on-campus eatery at the University of South Florida and another set to launch at TradeWinds Island Grand Resort on St. Pete Beach.

Even as the economy falters, Vojnovic said his biz is reaping beefy success in small towns and unique niche locations.

"It's really becoming a sweet spot for us," he said.

Vojnovic said the Beef's franchisee with territory rights in the Brandon area - J.J. Massaro, son-in-law of the concept founder, the late Jim Mellody - was interested but did not have an operating partner in place, and the hotel's owners were hot to fill the spot.

That's when Chris Lewis, co-owner of the hotel, stepped in with keen interest and a team of experienced partners who were ready to rock.

On Oct. 6, Lewis and Rob Wolfenden, Mike Brooks and John Harris will unleash their new venture.

Lewis said he is proud to be part of the Beef O'Brady's family.

Massaro still runs the original Beef's that his father-in-law opened in 1985 on Kings Avenue in Brandon.

Before his death in 2002, Mellody saw his idea for a neighborhood gathering spot for families, youth sports leagues and community organizations grow to more than 80 franchise locations. Today, the chain has 254 restaurants in 20 states throughout the Southeast and Midwest.

"What the Mellody family started, we can't say enough about it," Lewis said. "We're so excited to be part of such a great organization."

The franchise deal was structured as a three-year test that Vojnovic believes will more than pass muster.

If the hotel-restaurant partnership flies, Vojnovic said he plans to present the business model to Best Westerns nationwide.

"If we can show that Beef's can drive hotel room traffic, and that Beef's and the hotel can feed off each other ... what a great deal."

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