Leisure & Hospitality International - Spring 2015 - 45

CRAFTWORKS

Gordon Biersch brews onsite, each Rock Bottom location
might brew up to 60 different styles of beer onsite annually
that might include coffee, fruit or even jalapenos in their
formulation or innovative brewing methods, such as barrel-aging. The brand appeals to older millennials in their late
30s and up.

BEER AND MENU CREATIONS
A rigorous testing process keeps food and beer at the multiple restaurant brands of CraftWorks fresh and popular with
customers. "We're amping up the entire food profile and
the different shading of food across our concepts," Kumar
says. "We're also very disciplined in understanding the taste
profiles and customer profiles. We actually do a food culinary panel test, where we get users in our test kitchens and
sample the food."
Recipes are market-researched and tested in the kitchens of the company's various restaurant locations for their
operational feasibility. If necessary, they are tweaked and
modified until they are successful with customers and practical to fit into a restaurant's workflow. The same oversight is
provided for the beers.
"The brands have head brewers who maintain the quality
and the consistency of all the beers that are brewed onsite,"
Kumar says. Recipes by the brewers at each location are
proposed to a regional brewer. "His or her job is to make
sure there is a regional consistency," he says.
Of the nearly 200 CraftWorks restaurants, 58 are franchised/licensed. The rest are company-owned. "I enjoy dealing with franchisees," Kumar asserts. "It always keeps you
on your toes, because a lot of them have put their entire life
savings into it." The Old Chicago brand is being franchised
the most because the investment required is lower than for
a brewery restaurant.
Future expansion of the three major brands will be in
urban markets, but with distinctions - Old Chicago will be
in smaller local areas, Gordon Biersch might be in more
residential and shopping mall locations, and Rock Bottom
brewpubs will be located near offices and stadiums.
The CraftWorks brands work hard to recruit enthusiastic
employees. "At the end of the day, you can have the best
strategy, but if your people are not motivated, nothing else
happens," Kumar stresses. "So we are very pleased that our
more than 12,000 employees are very engaged with us."
COCA-COLA The Coca-Cola Company has enjoyed a rich partnership with Gordon Biersch
a concept of Craftworks Restaurants & Breweries, Inc. Craftworks awards and recognition, unsurpassed customer service, and charitable efforts are what make them industry leaders and
valued business partners. The Coca-Cola Company congratulates CEO, Srinivas Kumar and
look forward to continuing to help refresh your guest. Cheers to a well-crafted partnership!

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

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