WHO IS Chuck LAGER?
The founders of Colby Restaurant Group had a long-running idea. Both were successful operators of multiple restaurants but they’d always wanted to open a top-teir burger and taproom restaurant – built around a fictional character named Chuck Lager, an adventurer on a global quest to find great craft beers to send back to his restaurant taproom. In their minds eye Chuck Lager would be part “Dos Equis-the most interesting man in the world”, part Chuck Norris “Chuck Norris counted to infinity—three times”. and part Jay Peterman, infamous comic tall-tale-teller of Seinfeld fame. At least, that’s how they explained it to us!
DESIGNING CHUCK & DESIGNING THE EXPERIENCE
We decided early on that Chuck needed to be an illusive and mysterious character so when it came time to design the logo and create the branded environment we depicted Chuck in silhouette. Throughout the space we designed custom travel posters to chronicle Chuck’s travels, there is an enormous world map dominating one wall in the restaurant showing guests where Chuck is traveling to and from and there are artifacts collected on his travels used as decor. We even have Chuck’s 1950 Indian motorcycle mounted in the restaurant. Dominating the restaurant design is an enormous horseshoe shaped bar backed by a glass walled keg room and a beautifully proportioned stainless beer tap array. The bar serves 40 craft beers on tap daily and the bottle room stocks literally hundreds of craft beer varieties from all over the world. The Colby’s also wanted to sell their own brand of white label beers on tap. BSR created micro-brands and the naming for each of these varieties with more beers slated to launch quarterly. In addition the Chuck Lager – America’s Tavern concept is designed to be completely repeatable. This means all of the furnishings, materials, finishes and decor are component-ized to be customizable, scaleable and easily repeatable in almost any new construction or vanilla shell space.
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