Franchising Today - Winter 2017 - 55

THE CASUAL PINT FRANCHISING INC.

group has become a huge demographic for the craft beer industry because
it is popular and trendy. "There are so
many different flavors and varieties to
keep them interested," he adds.
Craft beer is the theme that gets people to walk through the doors of The
Casual Pint and the atmosphere and
selection are what keep them coming
back. "Our tap wall is ever-changing,"
Robinette says. "We have 22 to 36 taps
and once the keg empties we clean the
lines and put a new beer on.'

GrowinG

the

Brand

The craft beer industry is large, profitable and growing. To expand its brand,
The Casual Pint began franchising in
2013 and has 22 locations today in six
states. With 50 more locations sold in
10 states, the company will be expanding to new markets in Virginia, North
Carolina, Alabama and Florida.
Franchisees who have a passion
for craft beer with a basic familiarity
with the market will find The Casual
Pint an attractive option. "The initial
investment is less than $500,000,
which helps in the beginning," Robinette explains. "Our stores are 2,200
to 2,500 square feet in strip centers
and a simple footprint so the overhead is not unbearable."
Robinette says he's selective when
it comes to new owners. "We like our
owners to have some sort of familiarity and passion for craft beer," he
explains. "Some of them are novices
and some are experienced and brewing
their own beer at home. In addition, we
want people who are marketing-minded, event-minded and sales-driven.
If they have those two things we can
work on the rest."

trained

to

Succeed

The Casual Pint's training consists of
three phases. New franchisees will be

assisted first with site selection, forming their business model and obtaining
a beer permit. The second step is classroom training for one week in Knoxville and training at its headquarter
store for two to three weeks.
The final step of training is preparing for the grand opening at the franchisee's store where the shelves are
stocked, the POS is installed, employees are trained and the owner gets any
last-minute training. "After the store
opens, we go back in two weeks for additional training, but to make sure the
owner is still vertical and that there
is beer on the shelf and taps in place,"
Robinette says.
Each location features local brews
selected based on the franchisees' discretion. "We start local and want to
be a good business partner with local
breweries and distributors," Robinette
says. "We have some national brands in
all the stores, but start local and expand
regionally. We don't dictate what goes
on the franchisees' walls and it's up to
them what they put on the shelves."
Throughout the franchisees' first
year, The Casual Pint holds two conference calls per month and visits
stores every quarter to review the
business and financials. "We are very
involved in the first year and continuously throughout the rest of the operation because it's critical to have them
start off in good shape," Robinette
says. "My primary focus is making sure
our owners are well supported and
running a good operation. We are only
as successful as our owners, so that's
our daily focus."
Southern Coastal Solutions is the Southeast's
leading provider of the NorthStar point-of-sale solution to the hospitality industry. NorthStar, an innovative
technology platform built for growing franchises, incorporates POS, Online Ordering, Guest Ordering, Kiosk Ordering and Mobile Ordering in one easy-to-manage online
platform. Call Southern Coastal Solutions to ask about
NorthStar today!
WINTER 2017

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Table of Contents for the Digital Edition of Franchising Today - Winter 2017

Contents
Franchising Today - Winter 2017 - Cover1
Franchising Today - Winter 2017 - Cover2
Franchising Today - Winter 2017 - 1
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