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Non-traditional is the New Black, Maybe


Some journalists call out trends far too prematurely, but two recent interviews have me wondering if non-traditional restaurant locations (stadiums, airports, universities, etc...) are a new trend heating up the franchise world.

Citing a growing population of about 20 million college students in the United States, Eau Claire, Wisconsin-based Erbert and Gerbert’s President and CEO Eric Wolfe directed his team to create a new format called E&G Bistro to better fit university settings.

“I had no intentions to go into the non-traditional units, and really didn’t know a lot about it,” Wolfe said of being approached by the food director for the University of Wisconsin-Eau Claire at a local chamber of commerce meeting. “They started to pursue us and we thought, ‘OK, let’s entertain this.’”

After developing the concept, the company contracted with institutional operators like Sodexo, Chartwells and Aramark to bring E&B Bistro to universities throughout the Midwest, including Wisconsin, South Dakota, Minnesota, Indiana, Michigan, Iowa and Tennessee.

On an even grander scale, Smoke’s Poutine is planning to open a significant number of non-traditional locations in the United States in the coming years.

It’s hard to argue with a strategy that pairs poutine (at its most basic, fries and cheese curds topped with gravy) with sports fans or college kids out partying. Their first U.S. location in a bar district outside University of California, Berkeley—which opened to massive lines around the block—is one anecdote giving some weight behind the potential of in-demand, franchised restaurant concepts going into non-traditional spaces.

Thinking back to concerts and sporting events 10+ years ago, I think of the obligatory gross hotdogs and lukewarm cheeseburgers with outrageous price tags. The situation has changed dramatically, as large event center operators have seen the potential in turning their venues into culinary buffets. Few people bat an eye at paying ballpark prices for food that’s a cut above.

Using the beautifully urban Target Field ballpark in Minneapolis as an example, here are some of its most recent food offerings: Red Cow gourmet burgers, Andrew Zimmern’s Canteen (I want that Korean Fried Chicken Sandwich), Barrio (great carnitas and tequila), Hot Indian Foods (can’t argue with chicken tikka) and Murray’s with its sirloin cheesesteak sandwiches.

While it’s been happening for years, continuously elevating food expectations will undoubtedly lead to even greater interest in established and up-and-coming franchised brands. And there you have it, another journalist calling out a trend.

Cheers to a tasty weekend!

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About This Blog

The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Laura MichaelsLaura Michaels is editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
Beth EwenBeth Ewen is senior editor of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at




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