Ones to Watch | By Sabrina
Davis
Pyrogrill
The service is as important as the food to Curcio,
who says he places high value on personality when
hiring his staff. The onsite meat preparation and
fresh ingredients require added training for kitchen
staff, but Curcio believes the investment creates
higher quality food and, in turn, loyal customers.
Many customers visit more than once a week, Curcio
says. He serves an average of 400 people a day
in each store with an average check of $8.50. There
are now two restaurants, which are open from 11
a.m. to 9 p.m. daily.
Pyrogrill
CEO: Michael Curcio
HQ: Jupiter, FL
Year Started: 2001
Annual Sales: $2.2 million
Total Units: 2
Franchise Units: 0
In addition to changing the restaurant name and
redesigning the logo in preparation for growth,
Curcio has renovated his 2,100-square-foot stores,
to create a modern and fun atmosphere centered
on an open kitchen. The stainless steel tabletops
and stained concrete floors are warmed with bright
colors on the walls and upbeat music. “No
two stores will look exactly the same, but we’ll
use similar design elements so no matter where
you are, you’ll have a unique but comfortable
experience,” he says.
WHY
IT BEARS WATCHING: Large-scale
national franchising for his concept
has always been Curcio’s goal. “Our
numbers have been strong since we opened
our doors as Grill Works, but it wasn’t
my intention to grow before we were ready,”
he says. “The operations manual, the
brand, and the food all are what I’ve
wanted them to be, and we’ve cleared
up any confusion that might have held us back.”
Curcio relocated his first store from Gainesville
to Jupiter, Florida, and recently opened a
second location in nearby Wellington. A third
store is scheduled to open this summer in
the adjacent community of Lake Worth, with
two more stores planned for 2007. Rapid growth
for the chain is to begin late this year.
Curcio intends to expand in the Southeast
to 30 corporate stores and 70 franchises by
2011, with a long-term goal of 500 restaurants
nationwide.
Keeping the menu simple, with basic marinated
meat and fish offerings coupled with a standard
lineup of toppings and sauces is his strategy
for economically providing the freshest, high
quality meats, and vegetables across a widespread
chain. He plans to operate regional commissaries
for every 15 stores.
With burrito-style chains proving highly
popular joined with consumers also looking
for unique flavors and opportunities to customize
their meals, the timing could be just perfect
for Pyrogrill’s growth.
