Whiskey Creek plan includes 35 franchises

"We wanted controlled growth from the start, and we followed that business plan," said company President Jim Gardner. "Our goals have changed a bit. Now it's time to take some bigger steps toward growth."

Although the Whiskey Creek chain grew to include 11 stores in four states, the restaurants remained company-owned until last year, when the first franchise store, the 12th overall, opened in Hays, Kan. The Kearney-based company now is in the early stages of an aggressive growth plan that will include at least five new store openings in 2007 and as many as 35 in the next five years.

"It's taken a while to get to this point, but we have some very aggressive plans," Gardner said. "We are in a climate right now where there is a lot of money out there for people who want to get into this business, so it's easier to franchise."

Whiskey Creek currently operates 12 stores in four states, including seven in Nebraska. In 2003, Whiskey Creek opened its new prototype and first restaurant built from the ground up in Lincoln.

Five new stores are planned for 2007, with three of those locations already announced. The first new franchise in 2007 will open Monday in The Villages, Fla., followed by the April 30 opening of a store in Joplin, Mo., and the Sept. 17 opening of a restaurant in Gardner, Kan.

Finding personnel and land are among the biggest challenges to restaurant expansion, Gardner said.

"Our basic criteria is that we like locations near interstates or major highways that are surrounded by hotels," Gardner said, "and we're drawn to cities with a college or university that can provide a solid labor force. Finding good help is one of our top challenges."

Another challenge is finding affordable land to develop, especially in metro markets where all of the chains are after the same piece of ground, Gardner said.

"In the outskirts of Denver, people aren't even selling land," he said. "They want land leases and are charging $100,000 a year just to build on their dirt."

In the past, Gardner headed up site selection for Whiskey Creek's new stores. But last year, he decided to hire an outside firm - KMO Development Group of Tulsa, Okla., - to handle market research, site selection and site acquisition.

"I learned that picking a successful location is not an exact science," Gardner said. "I've picked some winners, and I've picked some losers. I used to think I was good at finding sites that would succeed, but I've wisened up and decided to let somebody that specializes in that do it for us.

"Our economic model remains strong because we focus is on finding good locations on reasonably priced land," Gardner said.

Florida, Wyoming and some Midwest markets are currently on Whiskey Creek's watch list for expansion, Gardner said.

"I am excited and terrified at the same time," Gardner said of his company's growth. "We are excited because we've spent a long time building this thing, and it's neat to see people who believe in the product and are willing to invest in the company.

"The terrifying part is that we have to grow the infrastructure of the company to match the growth of the concept," he said.

"We can't grow too fast or we'll be in trouble."

In addition to its steaks, Whiskey Creek's menu includes an extensive barbecue selection, burgers, fajitas, chicken, pasta, soups and salads. The restaurant's wood fire grill uses logs of oak and ash to give meals a unique flavor.

RJ Fraser, Whiskey Creek's regional vice president for the western zone, said the restaurant's menu is what keeps customers coming back.

"We've added some new items, but we haven't changed much over the years," said Fraser, noting the store's core recipes and spices are the same today as when the chain started in 1995. "People know our menu has good barbecue and steaks, and that will never change.

"We've stuck with the things that have been successful," Fraser continued. "I think the quality of our food is what keeps people coming back. Every restaurant says that, but quality is truly our focus. Great-tasting food is as important to us as anything we do."

• Company president: Jim Gardner of Kearney, an investor since 1996 and sole owner since 2001.

• Headquarters: The restaurant's parent company, Wild West Inc., is based in Kearney.

• Store locations: Nebraska stores in Kearney, Fremont, Grand Island, Lincoln, Scottsbluff, Norfolk, North Platte; Kansas stores in Hays, Manhattan and Wichita; St. Joseph, Mo.; and Port Charlotte, Fla.

• 2007 openings: Five are planned, three of which have been announced: The Villages, Fla., on Monday; Joplin, Mo., on April 30 and Gardner, Kan., on Sept. 17.

• Unique tradition: Branding parties prior to new store openings allow area cattlemen to bring their family brands and burn their logos onto the bar surface.

• New store prototype: 5,980 square feet, 190 seats; additional patio seating when possible; each store employs between 80 and 120.

• Other: Whiskey Creek targets markets with populations between 30,000 and 150,000.

• Industry first: In 2002, Whiskey Creek was the first restaurant in the U.S. to serve the flat iron steak.

• History: Whiskey Creek was founded in 1995 by a Florida businessman. Gardner joined other area investors in moving the concept to the Midwest in 1996. Whiskey Creek opened its Kearney restaurant in October 1996.

   ©Kearney Hub 2007 - reprinted with permission

Whiskey Creek Wood Fire Grill
4016 Fredrick Avenue
St. Joseph, MO 64501
(816) 676-1298

	...more Whiskey Creek headlines
	(August 24, 2009) KOKOMO, IN — Whiskey Creek welcomes ‘guests’ - Restaurant opens as industry continues to face challenges.   Two door greeters thanked Jim and Candace Riley as they left Whiskey Creek Wood Fire Grill Monday afternoon.
	(March 25, 2009) KEARNEY, NE — Whiskey Creek Franchise Systems based in Kearney, Nebraska is proud to announce that it has signed a multi-unit franchise agreement with DAKALT, LLC in March of 2009, calling for a minimum of three Whiskey Creek restaurants to be opened over a five year period in Indiana.  The first restaurant in the agreement is set to open in Kokomo, Indiana in August of 2009.
	(August 13, 2008) KEARNEY, NE — "RESTAURANT BUSINESS MAGAZINE" THE FUTURE 50 (2008).  Whiskey Creek® Wood Fire Grill checks in at #28  There’s not a lot of positive buzz out there right now, but percolating under all the doom and gloom is clear evidence that you just can’t keep a good concept down or clip the industry’s entrepreneurial wings. The Future 50, identified by Technomic, Inc. as the fastest growing chains with sales between $25 million and $50 million, includes 32 that defied the odds to grow sales by 20 percent or more in 2007. Of those, a dozen hit 40 percent or higher sales growth. As a group, they’re hot, they’re nimble and they’ve got what many of their large competitors don’t right now—momentum.
	(February 15, 2008) DEERFIELD BEACH, FL — "Focus on America" to feature Whiskey Creek® Wood Fire Grill  Platinum Productions TV is pleased to announce that Whiskey Creek® Wood Fire Grill will be featured on its innovative, educational television series, Focus on America.  The organization will be showcased in a segment on “Be Your Own Boss” as part of the “Americas Best Franchise Opportunities” series

Archived News Releases

Whiskey Creek Franchise Announcement        Eating with the Parrot, Chef Marc        WHISKEY CREEK PLAN INCLUDES 35 FRANCHISES        5th Annual Business Meeting        Raised Right        2nd Annual Black Bart’s BBQ Festival        Brand Name        Whiskey Creek Wins Again        Jordan top Whiskey Creek manager for ’05        Whiskey Creek Announces Partnership with Tielke’s In Norfolk:        Whiskey Creek opens its first franchise store in Hays, KS        Whiskey Creek has expanded our catering services        Best Steak & BBQ in North Platte

Order Steaks Online | Our Menus | Careers | News
Testimonials | Your Comments | Web Links | Franchise | On-Line Store | Home