Bennigan’s Franchising Company's president and CEO Paul Mangiamele announced April 1 the spring release of "Bennigan's Return to Relevance…Bleeding Green 25/8.”
This business book, which will debut at the Restaurant Leadership Conference (RLC) on April 21-24 in Scottsdale, Ariz., delves into the iconic Irish restaurant's renaissance and defines the scale and scope of bringing a Chapter 7 brand back from the brink.
“The annual RLC is about leadership and making a difference within our industry, and ‘Bennigan’s Return to Relevance’ is right at our sweet spot,” says David Jobe, CSP Business Media Leadership Conferences President. “We’re honored Paul chose this conference to debut the book.”
“Telling this story is an opportunity to pay tribute to the tenacious family of franchisees, supplier partners, and corporate support team whose dedication and determination restored Bennigan’s to relevance. We’re honored to be working with a world renowned publishing company and Fish Consulting on this incredible project," Mangiamele says. "We also hope to help the next generation of restaurateurs and managers of brands avoid the insidious disease known as ‘brand drift’ and learn from our triumphs and mistakes.”
The team at Bennigan's knows the perils of brand drift, having moved away from the core elements that made the chain famous in the mid 70s to late 1980s. Mangiamele joined the company in May 2011 and began leading a legendary turnaround that has introduced a new generation of Bennigan’s, rekindled an emotional connection with a nostalgic public, and effected a dramatic impact on restaurant growth, sales, and profits.
The book pulls back the curtain on this casual dining revolution and shares both business development ideas and franchising fundamentals. From details of the brand's 360° Business Discipline Review to the importance of treating franchisees like "internal guests,” Mangiamele serves up some of Bennigan's Legendary Irish Hospitality and inspiration for readers.
"When disciplined teams work 25/8 and are so passionate that they ‘Bleed Green’ all for the love of Bennigan’s, or any brand, it's virtually impossible to set any bounds to the possibilities of what they can achieve," Mangiamele says. “The RLC is a top notch event where the most progressive and influential restaurant industry executives gather each year, making it the perfect environment for the book unveiling.”
Proceeds from the book will benefit "Operation Enduring Opportunity," a program developed by the International Franchise Association (IFA) with a goal "to hire as team members and recruit as franchise business owners 75,000 veterans and military spouses and 5,000 wounded warriors by 2014." Bennigan's also supports this cause by waiving its franchise fee for all qualified and honorably discharged veterans.
This turnaround tale is far from over as Bennigan's Franchising Company has agreements to develop from 30 to 40 new restaurants in the next few years in New Jersey, New York, Maryland, Texas, Arkansas, Minnesota, Florida, Virginia, Tennessee, and Michigan, and international openings slated for the UAE, Mexico, Cyprus, and Korea.