The Greene Turtle has finalized a deal to bring 10 of its casual dining/sports bar locations to Long Island (both counties), the first anywhere in New York and anywhere, in fact, outside its Mid-Atlantic base. The sites will be operated by new Greene Turtle franchisees John and Jeff Froccaro, who operate about three dozen Burger King restaurants on Long Island as well, and their partner, Harry Braunstein, an attorney and owner of Sunset Capital . They’ve already secured and begun work on their first location, situated in Franklin Square on Hempstead Turnpike at the site of a former Boulder Creek restaurant. The location should open for business early next year.
With this entry into the New York market, The Greene Turtle is now focusing intently on finding other multi-unit developers for New York City’s four outlying boroughs, for Northern New Jersey, Westchester County, and southern Connecticut, which will enable it to establish a stronger New York Metro brand presence and allow operators to take advantage of a broader range of brand marketing initiatives. The Greene Turtle’s flexible format allows for the concept to be retrofitted into a variety of existing locations, expediting expansion.
This is a major milestone for The Greene Turtle, which now stands at 34 locations in its native Maryland as well as Delaware, Virginia and Washington, D.C. It not only marks its largest franchise deal to date (although another franchise group is fast on this one’s heels) but also represents the first real move outside of its Mid-Atlantic U.S. base. And it comes at a time when the chain has been enjoying a steady pace of growth, opening new sites every month or so thus far in 2012, and as it executes on a brand repositioning for which it brought in outside experts to help it better communicate the broader audience to which its menu and atmosphere appeal.
Now as the chain comes into a new market – one marked by diehard sports fans loyal to a new set of teams, the chain will have to work in earnest to embrace its new communities without disenfranchising those who have come to know and love “The Turtle” as their team’s sports bar and grille over the past 36 years further south.