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We are meeting with Jeff Garrett, founder of Lumberjacks. In 2004, in one of those “wake up in the middle of the night” moments, Jeff Garrett thought of Lumberjacks and the timber industry theme. He immediately got to work on converting a generic diner to incorporate this theme and fittingly renamed the place … Lumberjacks. The brand has since grown to nine corporate and franchise restaurants throughout Northern California and Las Vegas, with 25-50 more predominantly franchise locations set to open in the next few years. Guests line up in droves for the experience and a taste of home-style cooking “Where the big boys eat.”
ABOUT LUMBERJACKS: Garrett’s initial thought behind the theme was that everyone loves lumberjacks and wants to be like them because they work hard, eat a lot, and work well together. Restaurants have a 12-foot lumberjack statue in front, lumberjack competitions playing on TV screens, juniper wood covering the interior of the restaurant, axes as the door handles and other “woodsy” features.
In part 2, we hear a clip for our Great Quotes in Franchising podcast.