Shifting from club to eatery meant courting a new clientele

03/22/2012 | Restaurant Management magazine

When North Carolina-based Rocky Top Hospitality turned its club Hi 5 into a sports bar and restaurant called Draft Carolina Burgers & Beer last year, the company had to shift its marketing focus to a different crowd. "Hi 5 had a very young crowd that spent a lot of money on alcohol from 10 p.m. until 2 p.m. Sales were 75% alcohol. Now 50% of sales come from alcohol and most of our business is between 5 and 10 p.m.," said founder Dean Ogan.

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