P.D.H. (A "Publik Draft House") Announces Plans To Franchise in Emerging Gastropub Segment
Successful Atlanta Restaurateurs of Baraonda and Fig Jam Ready to Grow P.D.H.
ATLANTA, Feb. 8, 2013 /PRNewswire/ -- For aspiring restaurateurs, owning a franchise presents the perfect opportunity to open their own restaurant. The benefits of restaurant franchises are numerous, including instant name recognition, built-in demand, ease in financing and a track record of success. Armed with a unique menu and seasoned executive chefs, P.D.H., joins the ranks alongside these and other top full-service restaurant concepts by announcing its plans to franchise, sharing its proven success model with entrepreneurs and franchise operators across the country.
Founded in 2009 by partners Costanzo Astarita, Mario Maccarrone and Eddie Johnson, P.D.H. has successfully architected a menu and experience that serves up locally sourced gastropub fare that thrives in three critical dayparts – lunch, dinner and late night. These partners incorporated their culinary talents into their take on an American gastropub, including creating a menu that balances the flavors and originality of a fine dining restaurant with the expectations of a gastropub environment, serving up duck quesadilla and venison sliders, along with traditional fare, such as the P.D.H. house burger and Korean-style chicken wings.
According to the National Restaurant Association, 70 percent of adult consumers say that they are more likely to visit a restaurant that offers locally sourced food items. With a passion for sourcing local ingredients, P.D.H. believes that the resurgence of the local farming movement makes it feasible to incorporate it into its franchising model.
"Our success is largely attributed to our commitment to great food and sourcing local ingredients is critical," explains Eddie Johnson, co-founder and vice president of operations. "For the dinner and late night dayparts and weekends, locals gravitate to our vast selection of craft beers and signature cocktails. Mixology will be an important part of our training as we scale the franchise, along with creating a gastropub atmosphere."
Adds Johnson, "Since opening our doors in Atlanta in 2009, we have been very successful in a location that hasn't proved fruitful for other restaurant concepts in the past. We feel we have figured out the perfect balance of culinary, mixology and experiential that's distinctively different than a 'pub' experience and well suited for the more sophisticated gastropub movement."
P.D.H. Focused on the Southeast
For its franchises, P.D.H. seeks prospective franchisees with full-service restaurant experience or business expertise across the country. Initially, the brand will focus on growing franchises in the Southeast region, however, are open to additional markets that P.D.H. would thrive. With a dedicated corporate team made up of executive chefs, a training team, and operations and marketing support, P.D.H.'s expansion plans focus on growth in cities such as Atlanta, Charlotte, Tampa and Raleigh, as well as other similar markets.
With a $35,000 franchise fee, and an estimated investment of $400,000 depending on location, the restaurant concept fits comfortably into the full-service franchise segment, and it offers support for the franchisee from real estate selection to restaurant build-out, training, marketing and grand opening services.
"We know that the franchise model is the right direction for P.D.H. and will allow us to find the partners to share our model with and grow our presence in the region," continues Johnson. "We welcome the opportunity to speak to prospective franchisees and share our passion for delicious food and our hopes for the future of P.D.H."
See For Yourself
For interested franchisees, P.D.H. will be hosting an open house on Feb. 22, 2013 from 1:00-3:00 p.m. at its Atlanta corporate location. Johnson, Astarita, Maccarrone and the rest of the P.D.H. team will be available to provide details and information on the franchising model. To reserve a space, please RSVP at email@example.com or 404-273-0229.
In addition to P.D.H., Astarita, Maccarrone and Johnson own Fig Jam Kitchen and Bar and Baraonda Ristorante and Bar, other popular full-service concepts in Atlanta. For more information, visit www.publikatl.com.
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