After successfully opening Jimmy’s Famous American Tavern’s (JFAT) second location in Dana Point, California, in August 2013, managing partner David Wilhelm is expanding the brand with a third location opening in August in the newly developed Westfield Topanga Center in Canoga Park in Los Angeles.
The new location will be similar to the Dana Point prototype, providing a modern day version of a the original ‘tavern’ concept, a social gathering place that offers quality food and drinks in a casual yet sophisticated environment. The menus will feature classic American comfort food and regional classics with a creative twist.
While the signature design elements will remain consistent across all locations, design partner The Hatch Design Group aims to give each restaurant its own particular personality. Each restaurant will have more than 200 seats and a large centrally located bar, and will be open daily for lunch, dinner, and weekend brunch.
Remarking on JFAT’s success since its inception in 2010, Wilhelm says, “Of all the concepts I have developed in my career, this is the one that has struck the most responsive chord among diners and enjoys an incredibly broad range of appeal. JFAT is used for a variety of social and dining experiences, from family-friendly dinners to girls’ nights out to relaxing wine dates.”
The neighborhood feel offers varying dining options including communal tables, large cozy booths, and a casual, fireplace-lit patio seating. The space plan calls for the bar to be located in the center of the room and is the hub of all activity.
JFAT has also retained the services of Results Thru Strategy, a consultancy that works with emerging brands in the hospitality industry. Fred LeFranc, founder of Results Thru Strategy, says, “I have known David for over 20 years and have always been a fan of his work. With JFAT, David has created a concept that is perfect for the times. It is a multi-sensory experience with a beautiful comfortable interior and delicious food, all at reasonable prices.”
Looking ahead, Wilhelm and his partners will open three restaurants per year starting in 2016. Industry veteran Stacy Mald has been tapped to assist in overseeing the opening and ongoing operations by Wilhelm.
Along with these new locations, Wilhelm recently launched JFAT’s first retail product, Jimmy’s Bold & Smokey Chipotle Ketchup. The brand’s signature condiment was first introduced at the San Diego location, and within the first week of opening, customers were requesting to buy jars of the product. Since then, Jimmy’s Bold & Smokey Chipotle Ketchup has gone on to sell at Gelson’s, Whole Foods, and Sprouts Farmers Market.