Food and Drink International - Winter 2016 Volume 2 - 96

r

RESTAURANTS

Dick's Last Resort

>> Dick's Last Resort is working on making its image a little
more family friendly while still retaining the playful,
irreverent atmosphere for which it is known.

we're very oriented as an entertainment-type restaurant," Ash says.

Refined Menu

Excalibur Hotel & Resort in Las Vegas. Ash says the brand recognition the
company enjoys has been a significant
factor in its success over the years, and
a large part of its brand is the unique
vibe it creates for guests. From the moment guests are greeted at the door,
it's clear that Dick's Last Resort is not
the typical casual-dining experience.
Guests could be festooned with party
hats, become part of a "napkin fight" or
be on the receiving end of playful banter from their servers. "I would say that

96

Within the last several years, the casual-dining industry has undergone some
significant changes, and Ash says
Dick's Last Resort is evolving to adapt
to those changes. Although restaurant
business overall remains strong, casual dining across the country has seen
same-store sales slip somewhat. Ash
says this is due mostly to a glut of new
concepts and increased competition
for the same customer base. Dick's
Last Resort has seen the impact that
this has had on its locations, and the
company is taking a two-pronged approach to repositioning itself for greater mass appeal.
Ash says a major component of the
company's success has been its focus
on serving classic comfort food staples
like burgers, ribs and fish and chips,
but acknowledges the more discerning
palates of younger customers require

food & drink international * winter 2016 volume 2 * www.fooddrink-magazine.com

some reinvention. "Dick's has been
around for 30-plus years, and the style
of service has to evolve as the millennials come along and more people become foodies," Ash says.
Over the last year, Dick's Last Resort
has hired a consultant to help it revise
and update its menu. Ash says that by
the first of the year, the company will
begin to roll out potential new menu
items as limited-time offers at several
of its locations. The most successful of
these new menu items could then become permanent additions to the Dick's
Last Resort menu.

Fun and Friendly
The other half of the company's revitalization efforts is focused on the signature Dick's Last Resort atmosphere.
Although Ash says the company has
been successful with its formula for
more than 30 years, shifting demographics are inspiring the company to
make some changes to the experience
it creates for its guests.
For most of the 1980s and 1990s,
Ash says, bar business was the primary
driver of business for most Dick's Last


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Table of Contents for the Digital Edition of Food and Drink International - Winter 2016 Volume 2

Contents
Food and Drink International - Winter 2016 Volume 2 - Cover1
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Food and Drink International - Winter 2016 Volume 2 - 1
Food and Drink International - Winter 2016 Volume 2 - Contents
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Food and Drink International - Winter 2016 Volume 2 - Cover3
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