Business View Magazine - May 2016 19
to 25-50 locations in the next five years in California,
Oregon, Nevada and Texas through franchising. The
new prototype location in Redding, CA 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 dou-
bled-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
years 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 climb-
ing. 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 ear-
liest 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 Lum-
berjacks’ 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 res-
taurateur Scott Bailey to grow the Lumberjacks con-
cept 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 dif-
ferent out there in the sea of generic restaurants,”
Bailey said. “Our locations perform strong. Our fran-
chisees 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 restau-
rant background. He said owners of QSR concepts
find the Lumberjacks opportunity appealing, due to
its simplicity of operation and highly-trained, experi-
enced 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.”
