£10m makeover for Chicago Rock
The iconic Chicago Rock Cafe brand is to get a complete makeover under new owner the 3D (drink, dine & dance) Entertainment Group.
The company bought 98 sites from Luminar last month, including 52 Chicago Rock Cafes.
A total £2m will be spent this month revamping six Chicago Rock sites, with a total spend of about £10m planned.
The revamp follows success at Chicago Rock venues in Yeovil and Newbury which were refurbished last year - sales have doubled to more than £30,000 a week at the first and risen by more than £10,000 a week at the second.
Remodelled Chicago Rocks will see a host of changes, including more contemporary design, plasma screens, new uniforms, updated bric-à-brac with more modern rock stars, a major shift in music policy to focus on the 1980s and 1990s and integrated dining areas.
The Yeovil and Newbury sites have established a major daytime business and more food business - food now accounts for 10% of sales in Yeovil compared with a negligible level previously.
Chief executive David Crabtree, who ran the brand for 14 months when it was owned by Luminar, will be looking to open as many as five new Chicago Rocks this year and believes that potential exists for as many as 100 sites eventually.
He said changes were about updating the brand's fundamentally strong dining, dancing and entertainment offer.
He added: "We had a torrid time for the first six or nine months after licensing reform. But we weathered the storm and the brand is very sound."
Overall, an investment of £18m will be made in the company's venues.
Other priorities include a new direction for Jumpin Jaks and Orange House and a small number of disposals and acquisitions to strengthen the portfolio.
Crabtree added: "I'm a massive admirer of JD Wetherspoon in areas such as its low turnover of staff and high standards generally."
