Beef ‘O’ Brady’s is launching a new prototype designed to refresh the restaurant’s appeal while catering to a wider array of casual diners.

The new prototype, dubbed “Beef’s 2.0,” brings new colors and design elements to restaurants. It debuted this month in Elizabethtown, Tennessee, and a second unit is expected to open in Jackson, Texas, next month.

Each “refreshed” restaurant will retain the original look and feel of Beef ‘O’ Brady’s, but will present a more contemporary setting for its regular patrons of families and sports enthusiasts.

“We anticipate the new model to build on the energetic atmosphere present at each Beef ‘O’Brady’s location while contributing to a more enjoyable and accommodating experience for our customers,” says Chris Elliott, CEO of Beef ‘O’Brady’s. “’Beef’s 2.0’will better demonstrate our core strengths to a broader consumer base.”

In late February, Beef ‘O’Brady’s announced several new initiatives including a re-engineered menu with a major emphasis on quality, variety and value. The franchise’s lunchtime menu also attained a new look in recent weeks and is aimed to help busy customers on their lunch hour get a quick bite to eat without breaking the bank.

“Our redesigned prototype and new lunchtime menu will offer casual diners and loyal fans of Beef’s something new to look forward to,” saus James Walker, chief development officer of Beef ‘O’Brady’s. “Our intention is to exemplify what is already fantastic about the Beef ‘O’Brady’s brand while updating the restaurants’ overall aesthetic.”

Beef ‘O’Brady’s, which has grown to more than 220 locations in 21 states, expects to open between 15 and 20 new locations this year, all of which will include elements of the new prototype.

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