REDDING, Calif.--(BUSINESS WIRE)--A 12-foot statue of a muscular lumberjack wearing a red plaid shirt, blue dungarees and hoisting an axe above his shoulder is about to become a common sight around the country. Lumberjacks, a full-service diner dishing out large portions of made-from-scratch breakfast, lunch and dinner fare, is gearing up for aggressive franchise expansion throughout the West Coast with a newly remodeled log cabin prototype.
With eight locations open in California and one in Nevada, Lumberjacks announced it plans to expand to 25-50 locations in the next five years in California, Oregon, Nevada and Texas through franchising. The new prototype location in Redding, featuring an updated sign with a contemporary-looking lumberjack holding a fork in one hand and an ax slung over his shoulder, will serve as the model for all future franchise locations.
Upon entering the restaurant doors, which feature axes as door handles, customers immediately experience the feel of being in a rustic log cabin in the middle of a forest, about to spend a weekend roughing it. The new model doubled-up on the log cabin theme by adding:
- A massive juniper tree behind the host stand and welcome counter
- Elements of juniper and blue pine throughout the dining room of the restaurant
- Wooden log cabin chairs at every table
- Artifacts from lumber camps of year’s past and murals of lumber camps on the walls
To add to the ambiance and provide family-friendly entertainment, TV screens play reels of lumberjack competitions including log rolling and speed climbing. The brand’s signature lumberjack statue stands outside making for a popular “photo moment” for families, guests and passersby.
“Our lumberjack motif stems from one of the earliest American trades – the timber industry,” said founder Jeff Garrett. “Lumberjacks brought a strong work ethic, an ability to work well on a team, and, of course, a voracious appetite. They were rewarded with large portions of food, which is echoed in Lumberjacks’ slogan, ‘Where the big boys eat.’”
Seeking to build a restaurant where consumers could enjoy a meal that was delicious, hearty and filling, yet at a price that would not break the bank, Garrett opened the first Lumberjacks location in 2004. In 2007, he partnered with experienced restaurateur Scott Bailey to grow the Lumberjacks concept throughout the country.
Today, Lumberjacks has strong, unit economics, with consistent positive sales growth over the past three years. In 2015, growth was nearly 10 percent. Lumberjacks opens franchises in previously owned spaces that have been retrofitted to suit the brand, saving significant build-out costs for franchisees and increasing their ROI.
“Lumberjacks is a special place. It’s something different out there in the sea of generic restaurants,” Bailey said. “Our locations perform strong. Our franchisees are happy. Guests come back because we give them quality food, big portions at an affordable price. And they love the woodsy experience.”
Garrett said Lumberjacks seeks both multi-unit and single-unit franchise owners, primarily with a restaurant background. He said owners of QSR concepts find the Lumberjacks opportunity appealing, due to its simplicity of operation and highly-trained, experienced staff.
“As an emerging, regional brand, we can give our franchise owners close attention,” Garrett said. “We keep our franchise owners close and treat them as partners with a voice to be heard. This has helped grow the brand to its current and healthy state.”
Lumberjacks is a full service log cabin themed diner, serving breakfast all day, lunch and dinner in large portions of down home menu items made from scratch with fresh, quality ingredients. Founded in 2004 by longtime entrepreneur Jeff Garrett, Lumberjacks is known regionally in Northern California as “Where the Big Boys Eat.” Lumberjacks began franchising in 2010 and today has nine locations in two states. For more information, visit www.lumberjacksfranchise.com.