To better engage guests and communicate these menu changes, Logan’s launched a new loyalty program and app in which customers can pay directly from their mobile device and pick up food via curbside or takeout. Each dollar spent represents a point, and with 100, guests can unlock a $5 discount on orders $20 or more.
For Logan’s, boosting and legitimizing its brand also meant joining forces with the best partners, including an NIL deal with star Alabama quarterback Bryce Young, who won the Heisman Trophy (nation’s best college player) and led his team to the College Football Playoff National Title Game. Through the sponsorship, Young promotes Logan’s on social media, as well as on-air radio spots for local stations.
Young also makes repeated visits to the Logan’s near Alabama’s campus with his hungry offensive linemen.
“The great thing about anything dealing with sports, people are typically pretty superstitious,” Mazany says. “So once they started winning and doing as well as they did, they were coming in the same Wednesday with the offensive line, week after week, enjoying the same items and having a great time. So we're honored to be involved in the partnership, and we found that it's been very reciprocal and positive on both sides.”
New prototypes are breathing life into the 31-year-old brand, as well. Later in 2022, Logan’s plans to debut a location in Fort Myers, Florida, which will be slightly smaller than previous restaurants that typically go up to about 8,000 square feet depending on market density. The prototype will feature new seating modules to better fit consumers’ needs and a private dining room to capture celebratory occasions.
In addition to that ground-up store, Logan’s remodeled a flagship restaurant in Houston with real mesquite wood, signage that honors the chain’s made-from-scratch rolls, oversized beer can flags and license plate artwork, and homages to Texas, such as longhorn wall décor and neon Texas-themed bar signs. The announcement came not too long after SPB decided to move its headquarters from Nashville to Houston.
“The fact that we use mesquite firewood for all of our steak cooking, the fact that our yeast rolls are made from scratch each day in house, and then all of our salads and dressings and steak cuts are all of the highest quality—we really lean into that in how we pay that off in the way that the remodel itself looks,” Mazany says. “It's a come-as-you-are, comfortable, relaxed feel that you get when you come into Logan's, and our consumers really enjoyed it.”
Logan’s plans to remodel the entire system in the next four years, which Mazany admits will be a “pretty challenging process.” More new stores are on the horizon, too; the steakhouse plans to open 10 this year, all company-owned.
“We've had great success, and we really like the idea of owning the company, owning the system, and being able to grow currently with company restaurants,” Mazany says. “We do have a couple of franchisees that are in our system that make up about 25-30 restaurants, and we support those franchisees. And we partner with them on the brand. But on the current horizon, we're not looking to franchise additional stores. The economics currently and the performance of the brand, it's a much better financial investment for us to invest in company restaurants.”