Worcester Business Journal

10 Worcester Business Journal • September 12, 2016 www.wbjournal.com The company behind the 6.2-acre devel- opment with more than 500 apartment units directly off the Worcester Commons has partnered with New England Craft Restaurant Concepts to handle five differ- ent restaurants and one coffee shop. The restaurant group plans to use these Worcester locations to launch these new brands throughout New England and – for a few of the concepts – nationwide. The goal from the perspective of the developer – MG2, based in Quicy – was to streamline its dealings while bringing in a qualified partner who would build up the cache of the overall development. "There's a synergy, and there's a shared vision between our groups for what the retail space should and could be out there," said Joseph Donovan, vice presi- dent of MG2. "They fit perfectly with our vision of The Grid District and how we want to brand it, and what we want the resident and folks who work in the neighborhood to experience when they think of The Grid District." That impact can already be seen with Brew on the Grid, the first of the eateries that came online this summer facing the Worcester Commons. The coffee shop is busy and drawing customers into the area from surrounding businesses dur- ing the week and attracting shoppers and residents looking for a caffeine kick on the weekend, Donovan said, and it is this kind of energy that the developers want for their mixed-use development. "A critical element ... is having an Worcester developer, restauranteur forge unlikely pact >> Continued from Page 1 STR AIGHT TO THE POINT. Now flying direct from Rhode Island's Green Airport to Chicago O'Hare. American Airlines and the Flight Symbol logo are marks of American Airlines, Inc. oneworld is a mark of the oneworld alliance, LLC. © 2016 American Airlines, Inc. All rights reserved. STR TR T AIGHT TO THE POINT. T. T Now flying direct from Rhode Island's Green Airport to Chicago O'Hare. Brew on the Grid Opened: August Concept: A shop serving quality coffee and eats. Worcester competition: Paris Cinema, Acoustic Java, BirchTree Bread Company Expansion plans: Another 30 nationally within five years Techni Mediterranean Grille Opening: September Concept: Craft Greek food in the form of quicker kabobs and salads Worcester competition: Zorba's Taverna, El Basha Pie and Pint Opening: November Concept: A quick, brick-oven fired pizza with a pint of craft beer Worcester competition: Antonio's Pizza By the Slice, Volturno, Wonder Bar Expansion plans: Another 10 nationally within three years Craft Table and Bar Opening: November Concept: Higher-end dining but still affordable craft food, beer and liquor Worcester competition: Armsby Abbey, The Citizen Wine Bar, deadhorse hill Expansion plans: 1 or 2 per year over the next five years Brew Garden Opening: St. Patrick's Day Concept: Outdoor beer garden with a live performance space Worcester Competition: The Dive Bar, Vincent's, Ralph's Rock Diner The End Eatery and Drinkery Opening: April Concept: Farm-to-table dining with weekend brunch Worcester competition: Armsby Abbey, deadhorse hill, The Hangover Pub, Bull Mansion The Grid District restaurants active street-front presence. We want people to think of the Grid District as live, work, play, visit," he said. That energy is only set to build, with five restaurants launching within the next two months. All told, by the end of the buildout there will be 550 new din- ing seats within the city from that single development. Among them will be an outdoor beer garden, a Mediterranean restaurant and a pizza and beer shop. If done right, these locations will all pull in slightly different clientele, or those who will bounce between the dif- ferent restaurants and create a whole- greater-than-the-sum-of-its parts loca- tion for dining in the city, Donovan said. From one restaurant to six At least that is the plan according to Craft Restaurant's CEO Frank Peace, Jr. Although the company was originally discussing building one restaurant in the development, once talks began and the leaders of both companies realized the scope and the ambitions of each other, there was a realization of the potential a partnership could bring. "Because of [MG2's] commitment with this development and the power that they have over developing proper- ties gave me confidence … that I was part of the renaissance that is happening in this area," Peace said. "This is a great synergy … People aren't going to want to live here unless there are amenities." For Craft Restaurant, a partnership with MG2 not only secured access to the growing market of Worcester, where competition for real estate can push out non-corporate offerings, but the effi- ciencies of having multiple restaurants located next to each other. This has not only allowed benefits such as the sharing of kitchens between two locations but also instantly created an avenue for employee growth within Worcester. The 500 employees that will ultimate- ly work at the restaurants will be able to move between the different locations and remain with the company while advancing their own careers, Peace said. Starting point: Worcester The partnership in Worcester sets up the restaurant group for growth beyond the city through its developing relation- ship with MG2. Craft Restaurant is looking for significant growth out of the Brew and Pie and Pint brands that are being started in Worcester. Peace was brought on specifically by Tapp'd Restaurant Group in Rhode Island – from which New England Craft Restaurant Concepts spun off – to create this big growth. For Peace and his organization, this partnership not only helps ground the restaurants in Worcester, but grow them quickly and efficiently with a known partner elsewhere. While some of the P H O T O / N A T H A N F I S K E New England Craft Restaurant Concepts wants to create a mix of eateries for MG2's Grid District to attract crowds and complement each other. new eateries will be located outside of MG2's developments, the partnership is already bearing fruit with Brew on the Grid locations in Lynn and Salem being built as part of MG2 projects. A novel concept This close partnership between a developer and restaurant group is unique, said Massachusetts Restaurant Association CEO Bob Luz. Usually a developer will either partner with a chain and reap the financial benefits of a stronger rent and the buildout being handled for them, or take on the risk of working with an up-and-coming chef or restaurateur with an excellent concept but less of a financial certainty. This decision is becoming increasing- ly important as developers look to res- taurants to fill the void left by retail MG2 Vice President Joseph Donovan stands in front of the defunct Paris Cinema that will be reborn next year as an outdoor beer garden as part of The Grid District development.

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