So much more than a meal
O’Learys is investing heavily in taking its eatertainment concept – the combination of food, sports, music and social games – to the next level. The company is focusing on creating even more vibrant, flexible and scalable environments that can evolve from day to day, or even during the evening. In parallel, O’Learys is continuously investing in expanding the chain’s footprint and have also made it easier to join the chain as a franchisee.
As the chain continues to invest in its eatertainment concept, the focus lies on integrating different parts of the concept – creating spaces where food, drink and sports meet music and different types of social games and activities. O’Learys eatertainment concept has been developed with scalability in mind and can easily be implemented both at large and small scale depending on the size of the unit, the type of location and the particular premises.
– We continue to strategically invest in eatertainment and are developing our concept with focus on the social interactions of today and tomorrow. We want to create meeting places that invite to spontaneous visits – places that make people want to stay longer and that are highly adaptable to different premises and locations. By taking our concept to the next level, we are convinced that O’Learys can continue to be a great social place for our guests while providing our franchisees with more revenue opportunities and better conditions for good profitability in an otherwise highly competitive casual dining industry, says Kenneth Lorentzen, CEO of O’Learys.
– We are strong believers in eatertainment and the potential to create a true European leader in the space. Our investment in O’Learys was made on the back of a strong track record of expanding the chain in Sweden and abroad with significant untapped potential remaining given no clear market leadership across borders. We are very pleased with the development to date and management’s ability to weather an unexpected crisis, says Andreas Källström, Partner at Altor.
Despite Corona having had a significant negative impact on the entire hospitality industry, O’Learys has continued its expansion in Sweden, Europe and other parts of the world. The team is convinced that eatertainment has a key role to play going forward and targets 300 units by 2025 compared to today’s 120. To facilitate this expansion, extensive work has been conducted to simplify the conversion process for existing restaurant owners wanting to become O’Learys franchisees, with focus on faster and more cost-efficient conversion processes.
Both the development of O’Learys’ eatertainment concept and the efficient conversion initiative are already well underway. At the end of May, O’Learys opened a 3,000 sqm eatertainment unit in Linköping which, despite Corona, got off to a flying start! On October 1, a 635 sqm unit opened on Hötorget in Stockholm which also features social activities, games and sports. O’Leary’s Hötorget is a great example of how the eatertainment concept can be tailored to smaller premises and how a fast and efficient conversion of an existing restaurant can be achieved.