Firejacks flame-grilled concept gathers momentum with further conversions

The Restaurant Group has increased the number of Firejacks sites it operates to five in a move that suggests it believes the fledgling brand has long-term growth potential.

Bosses at the firm recently converted four Coast-to-Coast sites to Firejacks after being encouraged by the performance of a pilot site in Northampton.

FEJ first revealed the group’s plans to begin trialling the flame-grilled steak and burger concept last year, with the company confirming this week that it intends to “further develop” the new proposition.

The latest sites, in Solihull, Stevenage, Chester and Basildon, have all opened “very strongly” with promising early uplift in covers, according to the firm. The strategy is heavily based around offering high quality food at what TRG calls “highly competitive prices”.

It said feedback from guests has been very positive with every one of the new sites delivering strong ratings on social media.

“We will continue to monitor the performance of these sites to determine the longer term scale of opportunity for the Firejacks brand,” it stated.

There were 16 Coast-to-Coast sites in operation as of 1 July 2018. TRG has not yet said how many it intends to convert to Firejacks.

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