Leisure & Hospitality International - Spring 2015 - 44

CRAFTWORKS RESTAURANTS & BREWERIES INC.

www.craftworksrestaurants.com Headquarters: Chattanooga, Tenn., and Broomfield, Colo.
Employees: 175 full-time Specialty: Craft beer and food

Crafting
Community
CraftWorks Restaurants & Breweries craft their food
and beer for the areas they serve. BY RUSS GAGER

Chicago Pizza & Taproom, Gordon
Biersch Brewery Restaurant and Rock
Bottom Restaurant & Brewery," CEO
Srinivas Kumar explains.
Old Chicago boasts 100 locations.
"Old Chicago is very serious about
craft beer and seriously great food,"
Kumar says. "It's the home outside of
customers' home."
In 1976, Old Chicago established
what Kumar thinks is one of the
restaurant industry's first loyalty
programs called the World Beer Tour,
which boasts over a half-million active
members today. Some customers
have completed more than 300 tours,
Kumar maintains.

BREW THEIR OWN

Rock Bottom brewers have earned more than 150 national and international medals from prestigious competitions.

Srinivas Kumar

CEO
"We're amping up the entire food
profile and the different shading
of food across our concepts."

Lots of restaurants serve food and
beer, but what differentiates them?
For the multiple brands of CraftWorks
Restaurants & Breweries Inc., distinctive profiles have been created that

44

determine not only the type of food
and beer they serve, but also where
they are located.
Created in November 2010 as a
holding company, CraftWorks Restaurants & Breweries consolidates a
group of companies that are primarily
in the craft beer and casual dining
segment. The company's nearly
200 restaurants feature 11 different
concepts. "We are basically pushing
growth on the three lead brands - Old

LEISURE AND HOSPITALITY INTERNATIONAL | WWW.LHIMAGAZINE.COM Spring 2015

The next largest group of locations
- 47- belongs to the Gordon Biersch
Brewery Restaurant. "The premise and
differentiation of this brand - what we
are trying to give rebirth to - is the discovery of life through pure and simple
taste," Kumar says.
Emphasizing onsite brewing of
lager beers, Gordon Biersch's beers
follow the German brewing tradition and Reinheitsgebot purity
law of 1516 that emphasizes fewer
ingredients in the beer, such as only
water, barley malt, hops and yeast.
The restaurant's food features small
plates that are popular with millennial consumers in their 20s and 30s.
The final major CraftWorks brand
with 36 locations is Rock Bottom
Restaurant & Brewery, which Kumar
defines as "crafting the fresh and bold
taste of America. It is a bold, edgy
brand, almost irreverent, and it's got a
very unique following."
Rather than the carefully aged lagers


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