Franchising Today - Winter 2017 - 54

THE CASUAL PINT FRANCHISING INC.
www.thecasualpint.com / Headquarters: Knoxville, Tenn. / Employees: Five / Specialty: Craft beer / Nathan Robinette, president and CEO: "Our tap wall is ever-changing."

President and CEO Nathan Robinette says craft beer
gets people in the door of The Casual Pint and the
atmosphere and selection keep them coming back.

Plentiful Pints
The Casual Pint supports craft beer-loving franchisees
as it grows its unique concept. BY JANICE HOPPE-SPIERS
The Casual Pint prides itself
on being the place "where beer lovers meet." Its mission is to "share
the craft beer experience in neighborhoods one pint, one growler and
one person at a time," and do so in a
comfortable and casual atmosphere
where people can come to relax and
enjoy a beer.
The Knoxville, Tenn.-based company is a craft beer "market" as opposed
to a bar. The name, Casual Pint Craft
Beer Market, tells customers exactly what they are walking into. Casual
54

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WINTER 2017

conveys the informal, relaxed and safe
environment. Pint, the sentiment of
an old English pub, is a welcoming
place where friends meet and beer is
served in pint glasses. Beer Market is
a retail spot to purchase beer by the
bottle, growler or keg to take home.
"When I first got started I had a
hard time explaining my vision to the
architects and contractors," President and CEO Nathan Robinette says.
"At the time, craft beer was new in
eastern Tennessee so I referred to the
space as 'the coffee shop of beer that

will have an English pub flair and sell
craft beer instead of coffee.' The bar is
all wood and the colors inside are very
warm and inviting, the store is clean
and well kept and the beertenders are
very knowledgeable."
Robinette is an entrepreneur at
heart, so after following in his father's
footsteps and spending years as a
grocery retail manager, he decided to
follow his passion into the craft beer
industry. "The Casual Pint was my
creation and I had my father, Jon Robinette's, financial backing," he explains.
"I'm definitely the beer guy in the relationship and enjoy craft beer and visiting the breweries. My dad was in retail
for almost 40 years, so we were both
familiar with the business side."
After a year-and-a-half of development, The Casual Pint opened in
Knoxville's Bearden neighborhood. In
addition to serving pints and selling
six packs, growlers and kegs, 16 locations offer a small selection of food
including wings, beer cheese, pretzels,
flatbreads and wraps. "Our food is high
quality and prepared on-site," Nathan
Robinette adds. "It's not meant to be a
meal, but are sharable plates to enjoy
over a pint with your spouse or friend."

Market appeal
Thirty-five to 55-year-old white-collar
males used to be the core demographic for craft beer when The Casual Pint
first opened. Today, they are still important and consistent consumers,
but the market has expanded.
The Casual Pint is seeing an increase in female clientele because of
its comfortable atmosphere. "They
aren't coming into a dingy, dirty and
dark bar, but a well-lit store that's nice
and clean," Robinette says.
The millennial consumer, ages 25
to 35, is typically a wine and spirits
consumer, but Robinette says the age


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