Bennigan’s President and CEO Paul Mangiamele recently announced that his new book – “Bennigan’s Return to Relevance…Bleeding Green 25/8” — will debut at the Restaurant Leadership Conference on April 21-24 in Scottsdale, Ariz.
Excerpts are published in today’s RestaurantNews link below:
By Katie Crowe
Frederick News-Post Staff
Frederick, Maryland
From the time I was a kid practically until I left for college, my mom, sister, grandma and I would go out to lunch together almost every Saturday. The highlight of these all-girls outings would usually be a long afternoon of shopping, but we always made sure to fill up on some great food before hitting the mall.
And more often than not, we chose to chow down at Bennigan’s, an Irish pub-themed casual restaurant chain that had about two locations in my northern Delaware hometown and hundreds more throughout the country. Mostly we enjoyed the eatery because it was consistent — good food, reasonable prices, attentive service.
Thus, you can imagine my disappointment when I came home from college one year for summer break and discovered our neighborhood Bennigan’s — and all of its locations in the area — had closed. There were no signs indicating restructuring or renovation, but simply closed doors, leaving many sad customers in their wake. News reports in 2008 stated that all of the restaurant’s 150 corporate locations in the U.S. closed as a result of its parent company filing for bankruptcy. Apparently, many of the franchise-owned locations remained open but also closed in the months and years following the filing.
So I was pleasantly surprised to discover recently that there was a brand-spanking-new Bennigan’s in Clarksburg, just 15 minutes from my now-home in Montgomery County. I jumped at the opportunity to dine at the eatery on a recent evening with my roommate, who informed me that in her 23 years, she had yet to step foot in a Bennigan’s (“blasphemy!” I thought.) We ventured out into what I am now referring to as the “no-storm” that was supposed to blanket the D.C.-Metro area with massive amounts of snow. We made the trip in the pouring rain, armed with voracious appetites (a result of our sluggish lazying around on our day off) and ready to chow down.
The restaurant was brightly lit, a welcoming presence under the dreary, gray-black evening sky. As we walked through the doors, we noticed a large, stylish bar against the back wall, well-stocked with seemingly hundreds of alcohols and with several beers on tap. The expansive, open dining room contained a mixture of large, evergreen-colored booths and wooden tables. To our delight, the hostess led us to one of the plushy booths, from which there were several large flat-screen TVs in eyesight. Likely due to the weather, we were joined by only about five to seven other parties having dinner.
We first ordered a drink each. All of the drink selections are Irish twists on classic cocktails, like the Long Ireland iced tea, Shamrockin’ Sangria, Stout Bloody Mary with Guinness and more. My roommate decided on the Irish classic, a Black ‘N Tan, made up of equal parts Guinness and Harp beer. Bennigan’s also serves a Black ‘N Blue, a variation of the former made with Guinness and Blue Moon beer. Being more of a cider and sweet beverage drinker, I decided upon the Luck of the Irish cocktail, a bright green concoction that includes sour apple schnapps and is served with a delightfully sweet candy salt rim. Both were delicious and the perfect Irish-inspired introduction to all the eatery has to offer.
After spending a long time perusing the menu (mostly due to the fact we both thought there were too many items that sounded good), we decided upon the pub bites appetizer first, which at just $5 was cheaper than our beer and cocktail ($6.50 and $6, respectively). Although you can choose from several varieties, like cheeseburger, buffalo chicken or other sandwich varieties, there was no question that we wanted to try the Monte Cristo bites. The restaurant is famous for this sandwich — turkey, ham, American and Swiss cheese on whole wheat bread, deep fried, dusted with powdered sugar and served with raspberry preserves. It was my mom’s favorite back in the day, and I remember as a kid, trying several bites and being wowed by the crispiness and the awesome blend of sweet and savory flavors. As expected, the bites — two small pieces of the normally very large, six- or eight-piece sandwich — were incredible, and the perfect size for sharing.
Before ordering our entrees, we asked our waiter for his opinion of several dishes to help us choose. As per his recommendation, my roommate chose the Guinness-glazed bacon cheeseburger, which included French onion straws on top, and I got the Irish dip sandwich — steak and American cheese and French onion straws on a garlic dusted roll, with au jus and horseradish mayonnaise for dipping. Both sandwiches, $9 and $10 respectively, came with french fries, although I substituted mine with onion rings. The burger was tender and juicy and the Guinness glaze gave it an extra special kick. My sandwich (although the roll didn’t seem at all garlicky) was also fantastic — flavorful and packed with meat, cheese and the crispy onions. Both of our portions were huge, and we ended up boxing up half of each of our sandwiches and some fries to take home. I did notice that the fries are different from those the restaurant served during my Delaware days, when they were thinner and generously sprinkled with pepper and other spices. I preferred those to the new variety, which are thicker (almost steak-cut) and have less seasoning; yet they’re good, nonetheless.
Although the Irish-themed dessert varieties were tempting, both my roommate and I were too full to give it a go. We left the restaurant having not lost much (we spent about $46 including tip, food and alcohol tax) and gained plenty. I especially felt very lucky indeed to convert my friend into a fan, while also having the opportunity to rediscover a childhood favorite.
Witty, edgy social media campaign reinforces Legendary brand’s Irish heritage - DALLAS, TX (March 4, 2013)
Bennigan’s, the Legendary neighborhood pub known for its signature “Irish Hospitality” and a determination to make “Every Day St. Paddy’s Day,” announced today the launch of the most ambitious St. Patrick’s Day promotions in its 37-year history.
“St. Paddy’s Day is the most exciting day of the year for Bennigan’s, and we’ve been planning a series of huge events for March since our celebrations last year,” said Paul Mangiamele, President and CEO. “In concert with our franchisees and partnering with Champion Management, we’re rolling out several one-of-a-kind promotions, both in our restaurants and on our social media sites, which will give us the perfect opportunity to put our full array of Irish hospitality on display.”
The iconic restaurant chain that is revolutionizing the casual dining experience is going all out to remind guests that St. Paddy’s Day is Bennigan’s, and Bennigan’s is St. Paddy’s Day. On March 1st, the brand launched its month-long “Honor the Irish” campaign on Facebook, Instagram and Twitter and brought the online fun into its restaurants with special Irish-themed food and drink menus, server attire and décor.
“There’s no more important time of year for Bennigan’s than St. Paddy’s Day, so we were determined to create something truly fun and memorable to reinforce the re-emergence of our brand both domestically and globally,” said Jennifer Gamble, Vice President of Marketing at Bennigan’s Franchising Company, LLC. “Our ‘Honor the Irish’ campaign is just the latest way we’re creating Legendary experiences for every guest, every meal, every day and helping our franchise partners achieve exceptional results. One very lucky guest will even win a free trip to Ireland. Now that’s LEGENDARY!”
“We think our guests will get a kick out of the humorous characters we’ve created to celebrate St. Paddy’s Day, like Amanda McOutwith and Petey O’Dukesup or, my favorite, Git McDanceon,” said Nikki Tichansky, Bennigan’s Brand Manager. “These are just some of the familiar characters you’ll find tipping back a pint at your neighborhood Bennigan’s on any given night.”
With a wink and a nod, the social media campaign pokes fun at the Irish in each of us by encouraging guests to award “Badges O’Honor” to friends that exemplify such “unfiltered” personalities as Pat Stout, who’s “always the first to catch some zzz’s after throwing a few back at Bennigan’s;” or Shay S. O’Dramatic, who “can unleash the tears at the slightest provocation.”
Guests will also be encouraged to take photos with friends at Bennigan’s and to post them on Instagram and/or Twitter (using the hashtag #HonorTheIrish). These “Irish O’Gram” photos can be viewed at a special microsite, www.HonorTheIrish.com. Daily prizewinners will be selected randomly to receive a $25 Bennigan’s gift card. In addition, guests can enter to win a free, expenses-paid dream vacation for two to Ireland.
Now nearly a 100-unit company, Bennigan’s experienced extensive domestic and international expansion in 2012, ending the year with three openings in December alone. Bennigan’s Franchising Company plans to continue its growth momentum and has agreements to develop more than 30 new restaurants in the next few years in New Jersey, Virginia, Texas, Arkansas, Minnesota, Florida, Tennessee and Michigan, and international openings slated for Dubai, Mexico, Central America, Cyprus and Korea at US Army Base, Camp Humphreys.
- Iconic Brand Soars to 25% Growth with Multi-Unit Deals, Domestic and International Expansion -
Dallas, TX (February 20, 2013) – On the heels of another phenomenal year of growth in 2012, Bennigan’s Franchising Company is continuing to reinvent itself in the U.S. and on a global scale. Today, the iconic brand announced the signing of five new franchise agreements and plans to develop 20 new restaurants. These newest franchise partners will bring the chain’s Legendary Irish hospitality to cities throughout Texas, Tennessee and Florida, joining a franchise team that is also currently expanding the brand internationally in the United Arab Emirates, Cyprus and Mexico. This explosive growth, along with three domestic openings at the end of 2012 and a recent debut in Dubai, is another example of how Bennigan’s has rekindled a ‘bleeding green’ passion in loyal guests and partners around the world.
“We are honored to team up with so many committed franchisees who believe in our mission and want to grow with us as we continue to revolutionize casual dining,” said Paul Mangiamele, Bennigan’s President & CEO. “This intense passion and nostalgia for our brand is what has fueled our return to relevance and shown our guests and franchise partners that the beloved Irish brand they remember is back and better than ever.”
New Bennigan’s Area Developer Aslam Khan, CEO of Falcon Holdings, is a well-respected businessman in the QSR space with over 200 Church’s Fried Chicken locations. The Bennigan’s corporate team is looking forward to partnering with such a talented and experienced restaurateur to develop five restaurants and expand the brand into Florida and Texas markets. Khan’s first restaurant is expected to open in late 2013 on the site of a former high-volume Bennigan’s location in Orlando, Fla.
“Having been a franchisee for several decades, I seek franchisors with a razor-like focus on providing the resources and infrastructure that not only supports their franchisees but also provides a business model capable of producing compelling returns on capital,” said Aslam Khan, CEO of Falcon Holdings. “For me, it’s about finding true restaurant operators servicing operators. Falcon Holdings has found this unique formula with the Bennigan’s Franchise model.”
David and Melissa Hunt are also new multi-unit franchise partners joining the Green Dream Team, signing an agreement to develop five Bennigan’s restaurants in Tennessee. The first location is expected to open in Fayetteville this summer. The Hunts are long-time residents of Jackson, Tenn., and have owned Hunt Services since 1999. Through that company, they own and operate several foodservice and hotel businesses.
David Hollinger of Hollinger Restaurant Group has signed an agreement to develop three Bennigan’s restaurants in the Florida Panhandle. Hollinger has also enjoyed business success in the automotive industry and real estate development, but he started in the restaurant industry and has always had a passion for the service sector.
Mesa Restaurant Holdings, LLC, led by Marisol Gonzales and her husband Dr. Allamm Morales, has signed on to bring Bennigan’s to Melbourne, Fla. Finally, Paradigm Restaurant Hospitality, LLC, led by Nimit Patel, will open Bennigan’s in the Pampa, Texas, area in late 2013.
“Our newest franchise partners are joining the Bennigan’s renaissance at a very exciting time, and we are thrilled to grow our presence in these three states in the years to come,” said Mangiamele. “Over the past few months, we have launched new prototype and design options, new menus, a new bar experience and new marketing initiatives that have set our restaurant teams on a path for success and customer loyalty in their communities. Our food, our Irish hospitality and our passion for what we do is delivering results and fueling our continued growth.”
Internationally, the brand recently celebrated a grand opening in the United Arab Emirates. Franchise partners Dynamic Hospitality opened their first Dubai location in January and plan to open two more Bennigan’s in the United Arab Emirates this year. One will be in the Dubai Mall, the world’s largest shopping mall, and is expected to open in the first quarter of 2013. The second will be in the Sahara Centre in Sharjah. In Mexico, Bennigan’s will be opening two new restaurants in Veracruz with the Consorcio Restaurantero Group. Finally, the AXM Overseas Holdings Group will be adding their fifth Bennigan’s in Cyprus later this year.
Now approaching 100 units, Bennigan’s experienced extensive domestic and international expansion in 2012, ending the year with three openings in December alone. These included Clarksburg, Md., where the opening of Bennigan’s brought the first official casual dining restaurant to that town. Bennigan’s restaurants also opened in Jonesboro, Ark., and Fort Worth, Texas.
These new and existing franchisees are benefitting from the chain’s Legendary comeback, which began in May 2011 and has separated Bennigan’s from a sea of sameness. Through careful attention to menu optimization and a streamlined new prototype, the brand has honored its heritage while launching new initiatives that both rekindle emotional connections and affect a dramatic impact on restaurant sales and profits.
Bennigan’s Franchising Company plans to continue its growth momentum and has agreements to develop over 30 new restaurants in the next few years in New Jersey, Virginia, Texas, Arkansas, Minnesota, Florida, Tennessee and Michigan. International openings are slated for Dubai, Mexico, Panama, El Salvador, Cyprus and U.S. Army Base Camp Humphreys in the Republic of Korea.
Please click on the link below to watch Paul Mangiamele, Bennigan’s CEO, on the Cavuto Show.
http://video.foxbusiness.com/v/1854298362001/bennigans-ceo-on-the-economys-impact-on-sales
Dallas, TX (November 27, 2012) – Bennigan’s Franchising Company is capping off a year of phenomenal growth and success by launching new domestic and international locations, a new building prototype, new food and beverage menus, new franchise partners and a whole new focus that puts the Legendary brand on the cutting edge of shaping a new casual dining paradigm.
“The past year is only the beginning of our Legendary comeback,” said Paul Mangiamele, Bennigan’s President & CEO. “Our return to relevance demonstrates the passion we collectively feel for Bennigan’s. That intense passion has us “Bleeding Green 25/8″ and constantly focused on both our guests and our franchise partners in all of our restaurants around the world. Our Corporate Support Team is the best in the restaurant industry, and none of this would be possible without all of us working together to accomplish our mission.”
The 82-unit company saw explosive growth in 2012, with new restaurant openings throughout Texas, as well as internationally in Dubai, El Salvador and Korea. Bennigan’s ends the year with not only four openings in the fourth quarter alone, but also with agreements to develop over 30 new restaurants in 2013 in New Jersey, Maryland, Texas, Arkansas, Minnesota, Florida, Tennessee and Michigan, and international openings slated for Mexico, Cyprus and Korea. The company currently has 34 domestic and 48 international locations.
New and existing Bennigan’s franchisees are benefitting from the chain’s Legendary comeback, which began in May 2011 when Mangiamele joined the company and launched a mission to bring memorable dining experiences to every guest, every meal, every day. The resulting operational and service improvements increased same-store sales at the prototype locations by double digits and introduced a new generation of Bennigan’s that speaks to the brand’s history and pays respect to its heritage. As same store sales continue to increase and domestic and international growth rockets into new markets, Bennigan’s is debuting a new menu and improved prototype that will continue to rekindle the emotional connection to this great brand into the New Year and beyond.
“Our new restaurant design creates a great vibe and energy with a more modern look and feel,” said Mangiamele. “The interiors greatly enhance visibility of our back of the house and chef-driven food, allowing it to be the star of the dining room. Our franchisees now have a complete toolbox of many adaptable prototypical elements to fit any real estate.”
Bennigan’s has also introduced a new iteration of their food menu. Printed front and back, the menu’s absence of food photos makes it a visual departure from the typical casual dining chain menu. The sleek design highlights chef-driven flavor profiles and innovative ingredients from the company’s new world-class chef of record, Scott Foster, as well as the classic recipes that remain as a steadfast reminder of Bennigan’s nostalgic history.
Additionally, in the first quarter of 2013, Bennigan’s will launch a dynamic beverage menu in all 34 domestic locations that will capture the ingenuity of the brand and further distinguish them from the competition. The focused yet edgy menu features 14 tempting drinks wrapped around a custom- designed bottle for a hands-on, interactive experience. The Long Ireland Iced Tea, Stout Bloody Mary with Guinness, Irish Kiss and Shamrockin’ Sangria take classic cocktails and add a distinctively Irish twist, making the exceptional and innovative drinks uniquely Bennigan’s.
“Never in our storied history have so many initiatives been launched that will effect such a dramatic impact on restaurant sales and profits,” said Jennifer Gamble, Vice President of Marketing.
Together with software partner MonkeyMedia, Bennigan’s is rolling out a powerful back office system to execute local catering operations on a national level. Testing in Chicago has yielded phenomenal results and showed that catering has the potential to become 10-15% of sales.
“Innovation is at the heart of any revolution, and we are most excited about the launch of our single largest initiative in this company’s history – catering, which will continue to roll out domestically in 2013,” said Mangiamele. “It is an opportunity to take our Irish Hospitality beyond our four walls, create a new sales venue and do something that no one else in casual dining is doing to any scale.”
Bennigan’s Franchising Company plans to continue its growth momentum into 2013 by offering the new prototype restaurant with a lower cost of entry and smaller format designed to fit different site options from end-caps and in-line spaces to freestanding pad sites. The brand is also introducing a fast-casual, non-traditional model called “Bennigan’s on the Fly”, which allows for development in airports, hotels, hospitals, cruise ships, universities and other venues.
In true Bennigan’s style, this will be a new generation of fast-casual, with a brand ambassador to engage guests in the dining area and Irish Hospitality in evidence at every touch point.
Dallas, Texas (November 5, 2012) – In honor of Veteran’s Day, participating Bennigan’s restaurants across the country will be partnering with local charities to host a donation drive. In addition to the drive, Bennigan’s is offering food discounts for veterans and current service members with a military ID on November 11 at participating locations.
These initiatives are in conjunction with the company’s previously launched veteran’s incentive program, which waives the franchisee fee for all qualified and honorably discharged U.S. military veterans seeking to own a Bennigan’s franchise. The total savings is estimated at approximately $35,000 and will be offered through 2013.
In 2014, Bennigan’s will also be expanding to the United States Army Garrison Humphreys in Anjeong-ri, Pyeongtaek, South Korea, one of Korea’s fastest growing Army installations. Camp Humphreys is the headquarters location for support of Eight United States Army and United States Forces Korea units south of Seoul and north of Taejon that includes units at Wonju (Camp Long & Camp Eagle), North East of Camp Humphreys.
“At Bennigan’s, it is an ongoing effort for us at both the corporate and franchise level to give back to the brave men and women who serve our country and protect our freedom,” said Paul Mangiamele, Bennigan’s President & CEO. “There is no better way for us to show our respect and support for our troops than by having a presence on a prominent base that serves 30 thousand plus, and we are thrilled to have the opportunity to give back even more.”
Bennigan’s offering is a part of “Operation Enduring Opportunity,” a program developed by the International Franchise Association (IFA) with a goal “to hire as team members and recruit as franchise business owners 75,000 veterans and military spouses and 5,000 wounded warriors by 2014.”
“Additionally, these continue to be challenging economic times for many military families, and we continue to be excited to provide a path to business ownership for veterans interested in franchising, as well as offering special discounts and promotions on this significant day” said Mangiamele.
As part of the company’s aggressive growth plans, Bennigan’s has returned to its roots established 36 years ago, “bleeding green” with a determination to provide a Legendary experience to every guest, every meal, every day. This remarkable resurgence began over the past year with a brand refresh at the company’s two corporate locations and a plan to bring the same menu optimization and service enhancements to all 78 current and future franchise locations.
Dallas, TX (September 5, 2012) — Bennigan’s Franchising Company can’t wait for St. Paddy’s Day 2013, so it is gearing up for the Big Day in a big way. Bennigan’s restaurants across the country are kicking it off with “1/2 Way to St. Paddy’s Day” parties around September 17th, then continuing the countdown on the 17th of each month (October-February) with featured specials aimed at the inner Leprechaun in all of us.
“At Bennigan’s, Every Day is St. Paddy’s Day,” said Paul Mangiamele, Bennigan’s President & CEO. “Our Irish Hospitality isn’t just a once a year thing, so ‘getting our green’ on with a celebration of our Legendary food and drinks every month is a win-win for our guests and our restaurant teams.”
The “1/2 Way to St. Paddy’s Day” promotion features a big celebration at every Bennigan’s location on or around September 17th, the halfway mark to St. Patrick’s Day. Participating restaurants will welcome guests with food and drink specials, live music, green beer, giveaways and more. Continuing the theme, Bennigan’s restaurants will be counting down to the Big Day in March with a celebration on the 17th of each month through February. These festivities will include featured green drinks such as the new Irish Flag shot, Irish Lemonade, Celtic Cooler and Jack Daniel’s Apple Sour, as well as food specials and exclusive discounts.
“Bennigan’s owns March 17th,” said Mangiamele. “Throughout September, our restaurants will be giving out ‘countdown coupons’ worth 25% off your entire food purchase on the 17th of each month. We’re going to keep the excitement building through February, then gear up for the Big Day with the biggest party anyone has ever seen.”
Bennigan’s has returned to its roots established 36 years ago, “bleeding green” with a determination to provide a Legendary experience to every guest, every meal, every day. While closing in on nearly 100 restaurants, the company is progressively building upon the resurgence of the brand with improvements introduced after Mangiamele took over as chief executive in May 2011 to bring the iconic American brand back to its former glory. The overhaul includes menu optimization, increased operational standards, server training and local store marketing pushes, as well as a new prototype that debuted a smaller footprint, updated menus and bar offerings, uniforms, logos and signage.
©2013 Bennigan's
