Concept
LowCountry will be positioned as an upscale-casual restaurant featuring New Southern Cuisine operating in the upper-end of the casual dining segment, targeting the 25-60 year old age group. New Southern Cuisine fuses fresh regional ingredients and flavor profiles with comfort foods familiar to those traveling in the south. The founders project an average per person guest check of approximately $17.00 at lunch and $35.00 at dinner, excluding alcoholic beverages.
The Company intends to combine the best of southern hospitality and their high standards for service with an exciting combination of new southern cuisine and popular American favorites created by Chef G. Garvin. Co-founded by Dennis S. Ellis and Chef G. Garvin, the Company will leverage over 20 years of restaurant industry experience to create LowCountry.
No other regional American cuisine brings more excitement and personifies true American family cooking than Southern-style cooking. Ribs, chicken, regional Gulf seafood and corn-fed beef, fresh vegetables and peach cobbler all bring images of supper time and good times with good friends. The cuisine of the Southern United States is defined as the regional culinary form of states generally south of the Mason-Dixon Line westerly to the state of Texas. This cuisine manifests influences from traditions of various indigenous peoples and settlers that have inhabited this region of the country. While such popularity is comforting, differentiating this uniquely American product is critical and sometimes challenging. The founders understand this and therefore have identified key attributes and elements to position LowCountry as a winning idea, able to expand to multiple locations in key markets, where the founders have domain expertise and resources.
Key Concept Attributes & Features
- Food
Leveraging Chef Garvin’s southern roots, his experience in the fast-paced Los Angeles restaurant scene and his dedication to delivering the highest quality dining experience, LowCountry will offer a fusion of southern regional styles and popular American favorites with a southern twist. While focused on its “roots” in the South, LowCountry will seek to maintain a balance between new Southern cuisine and popular favorites (See Menu Sampler).
- Beer and Wine
The wine list will include a broad selection of red, white and new crisp rose’ wines from the United States, Europe and Australia and will include a selection of wines by the glass.
Since beer popularity is regional, management intends to offer a selection of regional, national and international brands by the bottle. On tap, only local favorites will be offered to maintain a connection to the local community.
- Local Ingredients
Whenever possible, the Company intends to seek local purveyors to supply its key ingredients: herbs, spices, breads, meats and produce. Chef Garvin intends to develop and maintain high standards and connect with local growers and vendors to ensure that LowCountry is able to use fresh ingredients.
- Service
- Southern Theme
Consistency in design, décor, menu, attitude, service standards and music will help position LowCountry as the leader in evolving new Southern cuisine.
- Ambiance
The Company intends to engage an experienced and talented restaurant designer to create a modern upscale restaurant facility that conveys southern style using plantation-style elements in a light airy environment.
- Design and Layout
In today’s environment where building costs are rising, upscale restaurants can cost upwards of $500 a sq. ft. In an effort to mitigate risk and manage costs, the founders intend to develop restaurants that are intimate; approximately 6,000 sq. ft. seating approximately 180. Using upscale, yet cost-effective fixtures, LowCountry will be a contemporary-looking restaurant with attractive design features constructed for less than $375 per foot.
- Pricing
Competitively priced and positioned as an upscale-casual Southeastern United States restaurant concept, the average guest check will be designed to offer superior value for $17.00 at lunch and $35.00 at dinner.
- Live Music
Depending on location and availability of permits, the Company intends to offer live music on weekends and for special occasions.
- Management Team
Chef G. Garvin will lead the effort to assemble a talented and experienced local management team for both front and back of the house operations.
A key success factor and distinguishing characteristic at LowCountry will be its front of the house (FOH) training and food server certification program. Nowadays, restaurants must distinguish their offering with more than just food and beverage. Service standards must be a means to differentiate good from great. In connection with this, LowCountry intends to execute at the highest level of customer service consistently exceeding customers’ expectations.