The Brass Tap chain tailors each location to its local

The Brass Tap is expanding its craft beer bar chain by letting franchisees customize their restaurants to match local character. Chief Operating Officer Scott SirLouis said the chain plans to open nine units this year with another eight planned for 2027, and has 38 units committed in its pipeline, which would nearly double its current 52-store count.

SirLouis stated that The Brass Tap's real competitors are independent local restaurants, not other chains. The company wants each location to feel like a neighborhood place. "We want to be seen as the local neighborhood place," he said. "The front of house feels like a local independent neighborhood place, and then we run all of the behind-the-scenes things like a chain."

Customizing the local experience

While all locations share core brand elements like the logo, menu, and tap wall, operators have significant freedom to tailor the look and events. A Texas location in a historic Round Rock saloon features Wild West decor, while a Marina, California, site near the beach has large doors opening to a patio beer garden.

SirLouis explained the approach. "We keep these consistent brand touch points, but take the rest of the look and feel of the place, and really work with the franchisee to customize it and to make it individualized to their particular location in their community." He hopes to open 10 to 12 restaurants annually relying on operators with local connections.

Building community ties

Local integration is enforced through beer selection and events. At least one-third of the 45 to 60 taps at each Brass Tap must pour local brews. Most franchisees are owner-operators who are already community members. They partner with local businesses and create events, like a California location that offered ticketed dance lessons with drinks and a buffet in partnership with a dance studio.

Successful local event ideas are shared system-wide by corporate, which also provides marketing support and themed ideas like trivia nights. "It's that mix of local execution and ideation with the corporate-level support that allows our franchisees to be successful," SirLouis said.

Corporate support for expansion

As part of parent company FSC Franchise, which has almost 300 units across three brands, The Brass Tap benefits from shared resources. These include a full IT department, accounting, operations support, construction teams, and an in-house architect, all geared for rapid growth. Growth comes from both new and existing franchisees, with about two-thirds of locations run by single-unit operators.

For multi-unit operators, the chain insists on a dedicated local general manager for Brass Tap stores. "If you're a multi-unit operator, then your GM is the most important person in your business," SirLouis noted.

Shifting focus toward food and new markets

The chain is experimenting with mass media advertising to highlight its food and value specials, starting with a connected TV campaign in the Dallas-Fort Worth area. Results were positive, leading the brand to consider similar campaigns in other dense markets like Washington, D.C., and Baltimore.

This marketing push is part of a strategy to increase food sales. Currently, sales are split evenly between alcohol and food, but the goal is to shift that to 55% food and 45% alcohol. SirLouis called off-premise sales "uncharted territory" and a major opportunity. The chain plans to enhance its food lineup by expanding burger options, adding wing sauces, and upgrading shareable items, working with culinary consultants to maintain a craft approach.

"While we will always be beverage-led, and people come to us for craft beer, craft cocktails, great wine program and social events, we also think that there is upside to helping people understand how great the food is," SirLouis said.