RISE - Menu Monitor

Old Chicago Restaurants
Headquarters
248 Centennial Pkwy., Louisville, Colorado 80027 USA
Tel: (303)664-4000 Fax: (303)664-4199
www.oldchicago.com
Ownership: Private
Segment: Full Service Varied Menu
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 192,000 169,000 143,650
Company-owned ($000) 141,000 128,000 120,000
Franchised ($000) 51,000 41,000 23,650
U.S. Number of Units 88 80 71
Company-owned 62 58 55
Franchised 26 22 16
International Sales ($000) - - -
International Units - - -
Average Sales/Unit ($000) 2,300 2,300 2,250
Concept Positioning |
Old Chicago Restaurants is a full-service chain of restaurants specializing in authentic Chicago style pizza with made-fromscratch
dough and their changing selection of more than 110 beers from around the world. Other menued items include a
variety of pastas, calzones, salads, burgers and sandwiches. To encourage repeat business, the chain has an active customer
loyalty program called the “World Beer Tour.” Old Chicago is owned by Rock Bottom Restaurants, Inc., parent company of fullservice
Rock Bottom Brewery.
Units vary from endcaps to freestanding and range in size from 5,000–8,500 sq. ft. with seating for 180–340 in separate dining
room and bar areas. Each unit is unique to its location while still maintaining ties to its Chicago heritage with Chicago-style
memorabilia. Bottled beers and up to 36 colorful tap handles for draft selection also decorate stores. Televisions are placed
throughout for sporting or special event viewing. Some restaurants feature pool tables and outdoor patio seating. Newer units
are reminiscent of a converted brick firehouse, topped off with a peaked roof.
The Old Chicago chain was founded in 1976 by Frank B. Day. Rock Bottom Brewery was incorporated in 1994 and had its
initial public offering that same year. In late 1999, management, led by Day, took the company private.
Menu Positioning |
Old Chicago Restaurants' signature offering is pizza for lunch and dinner. The selection includes Chicago-style deep dish and
thin crust pizzas, as well as specialty and build-your-own varieties. Some 36 different toppings include traditional and
nontraditional choices such as black beans or artichokes. The chain also menus more than 50 items including calzones,
burgers, sandwiches, pasta, appetizers, salads and desserts. Beverages include soft drinks, iced teas and juices. A kids’
menu offers a variety of classic items for $3.99 and includes a soft drink or milk. Full alcohol service is available, including a
wide variety of domestic and imported beer, wine and specialty cocktails. Menu prices range from $5.49-$18.99. Checks
average $9–$12.
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