Tony Romas will be the parent chain of their new TR Fire Grill and Lounge restaurants, which are opening as a trendier concept with the aim to woo millennial diners. TR Fire Grill and Lounge locations are a part of Tony Roma’s Steakhouse’s image updating plans to add some new energy and vibes to the chain. Company leaders aim to open a whole new branch of the company while giving existing restaurants an image makeover.

TR Fire Grill and Lounge offers signature cocktails and  locally sourced ingredients. The menu is creative with exciting offerings designed to compete with modern offerings  in high-end eateries which is what appeals most to the millennial dining segment. Re-branding an aging brand is no easy task, while also trying to expand the current brand internationally. Chief marketing officer Jim Rogers expresses that they have big plans for menu changes and work on the new restaurants but also wish to keep and expand the Steakhouse, “We might have done some things in the past to get away from our core. We want to make Tony Roma’s a fun, family restaurant again.”

Aaron Allen of Aaron Allen & Associates, a restaurant consulting firm, expresses the difficulties of re-branding casual dining restaurants, “The worst place to be is a casual dining restaurant with an average check under $20…It’s especially hard for a company like Tony Roma’s that is trying to keep and attract franchisees that could spend less money on a fast casual restaurant.”

To read more about Tony Roma’s Steakhouses’ new concept and movement within the brand, click here