Logan’s Roadhouse is a casual-dining steakhouse with 150 units located primarily in the Southeast and southern Midwest. Logan’s Roadhouse asked WD Partners to differentiate its brand from its roadhouse competitors in this crowded segment, as well as improve its unit economics by increasing its volume, decreasing its construction costs and improving speed of service.

Based on a 1940s roadhouse, the new concept moves away from a Western theme and focuses on music and classic “rebel energy.” The iconic architecture looks like a well-used industrial building that has been added on to over the years. Loud music and a vintage jukebox greet guests at the entrance, along with a tantalizing view into a large signature bar. Hand-painted graphics, found throughout the restaurant, use evocative rebel quotes and music-related images. To the left of the bar is a quieter, more intimate dining area. To the right is a more family-focused dining room, where chalkboards divide the booths with games such as Tic-tac-toe and Hangman. For the first time, Logan’s is using an open kitchen, which also contributes to the “roadhouse” feel of the restaurant. This prototype is the first time that Logan’s has developed a kitchen from scratch. It uses new technology and a highly efficient, ergonomic design. Logan’s CEO Michael Woodhouse called it “a real machine.”

results
Comp sales are up. Operational improvements have significantly reduced wait times, and increased table turns—especially during peak hours. The increased capacity, efficiency, productivity have resulted in improved profitability. In addition, the store’s footprint now requires less prime frontage, reducing capital investment.