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New fast & casual concept, Hurricane BTW confirms over 100 restaurants in development
West Palm Beach, FL - Hurricane BTW, a new fast and casual restaurant concept developed by the national Hurricane Grill & Wings brand, an- nounced plans to open more than 100 BTWs across the country (including New Jersey, Illinois, Florida, and more) over the next few years. The first Hurricane BTW prototype loca- tion will open in West Palm Beach - which also happens to be the loca- tions of the brand's headquarters - this fall. The brand’s lab store opened in April of 2016 in Ft. Lauderdale, FL where it still resides.
Hurricane BTW offers fast and ca- sual service, high design aesthetic in- store, high-quality food and drinks, all at a competitive price point. Menu of- ferings include: burgers, tacos, chicken wings, chicken tenders, salads, ice cream shakes, beer (draft, bottle, and local craft), and more.
Brooksy Smith, Chief Brand Officer for Hurricane AMT (Hurricane Grill & Wings, Hurricane BTW and Hurricane Dockside) as well as President of Hurricane BTW, is charged with leading the growth and expansion of BTW. “Fast-casual is the way we will serve our food at Hurricane BTW, but with a broader menu and better value for our customers,” Smith said.
“While the restaurant industry, specifically fast-casual, is down as of late, we have seen two trends: single entrée menus have driven brands (i.e. burgers, pizza, wings), and there is an
u PepsiSpire®digitalfountain
u The Crowler: 32 oz sealable can meant for draft beer (in those loca- tions where permitted)
“We’ve learned that our guests ex- pect high quality food at a fair price,”
Smith added. “And they want to be able customize everything to their individ- ual needs. We’ve made that possible with every item on the Hurricane BTW menu, from the sauces to the soft drink
See BTW page 8
T◆he Hurricane BTW prototype will feature improved food, service and design elements from the restaurant’s lab location.
overall drive for higher quality and higher average tickets,” added Smith. “At BTW, we are focusing on the three most popular single entrée items other than pizza and including them on our menu, and we are pricing our average ticket at $10. We feel that now is the right time for a broad menu with a value proposition in a casual market. And that’s why we are confident BTW will excel.”
The Hurricane BTW prototype will feature improved food, service and de- sign elements from the restaurant’s lab location. Features include:
u Approximately2,000squarefeet
u Sophisticated and high-design es- thetic in-store with inexpensive yet durable finishes
u New and improved burger, taco, chicken wing and tender recipes
u IceCreamShakeswithmix-ins u Expanded sauce bar
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