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DENVER-Looking to take their fast-casual barbeque chain Brothers BBQ outside of the Denver area, Chris and Nick O’Sullivan are now franchising under the name Blokes BBQ. If all goes according to plan, 100 Blokes BBQ restaurants will open by 2008.

The O’Sullivan Brothers opened their first Brothers BBQ in Denver in 1998 when both were in their very early 20s. Since then, the company has added three more stores, all in the greater Denver area.

William Glennie, a frequenter of Brothers BBQ and an experienced franchiser, approached the shop owners, offering to help take their business on the road. “I was a customer and thought they had a great, high-quality concept with a unique atmosphere,” Glennie says. “I identified that they were creating a fast-casual experience that had a lot of pent-up demand.”

Glennie says because Brothers BBQ could not be federally registered, the new concept became Blokes BBQ International. Considering the brothers were originally from England, the name was fitting. Location seems to be a running theme for Blokes BBQ; the menu features dry-rubbed St. Louis-cut pork spare ribs; Kansas City-style beef brisket; Memphis-style pork shoulder; and classic southern coleslaw.

“We’ve taken a collage of the great localities of barbeque and put on one menu,” Glennie tell GSR. “And when you walk into a Blokes, it’s not your typical stayed-and-tried restaurant with a wagon wheel and a big pig on the building; it’s much more urban. We are meeting customers’ expectations at a higher level.”

Hoping to increase visibility, Blokes BBQ will have an identifiable color scheme of bold reds and yellows and will feature motor racing and automotive memorabilia on the walls. Blues music will play overhead in all restaurants, and draft beer will be served (where available) to complement the slow-cooked meats. Unlike typical casual barbeque restaurants, Blokes will offer fast-casual dining, much like Chipotle and Noodles and Co., says Glennie.

Typical suites sizes will average 2,500 sf, and will be located in affluent metropolitan and suburban cities. The ideal location would be in a town center-type setting, and high visibility and foot traffic are imperative to the business. “We like the blended exposure from daytime shoppers as well as rooftop residents.”

Just as Blokes intends to attract a certain type of customer, the company is also targeting specific franchisees. Qualified franchise developers are expected to have a net worth between $1 million and $5 million. “Our franchise model will be focused on area developers with experience operating multi-unit systems,” says Glennie. “We’re looking to establish relationships with seasoned veterans of other nationally branded concepts who are looking for a crossover opportunity.”

The Blokes BBQ management team includes Glennie, chief executive officer; chief operating officer Leo Amigoni; Tim O’Sullivan; and Chris and Nick O’Sullivan. “Our intent from the beginning was to change the face of BBQ by providing authentic, fresh food in a clean, sleek, fast-casual setting,” says founder Chris O’Sullivan. “The success and customer loyalty we’ve enjoyed over the past seven years has convinced us that our Blokes BBQ concept has a bright future on a national scale.”

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