Despite the chicken specialty at St. Louis Bar & Grill, the franchisee of the new Brantford location doesn’t have to rely for success on wings and a prayer. That’s because he gets extensive support from the corporation.
Karim Virani knows some people think he’s brave or foolhardy for starting a new business amid uncertainty over COVID and the economy, but he’s confident.
“I’m not scared at all,” he says. “This is my second location — my first is in Newmarket and doing exceptionally well — and the company really takes care of its franchisees. They offer so much support and I love this brand.”
With backup not available to independent operations, Virani can focus on building a strong presence in the community. The restaurant takes up half the space in the former King’s Buffet building at 181 Lynden Rd., and the entrepreneur says opening in the fall (the grand opening was held on Oct. 3) gives him plenty of time to gear up for peak season.
“In the winter, we do better than in the summer, because all the hockey leagues come in,” he says of his Newmarket location. “The players come in late, after the games, and we enjoy dealing with them. We want it will be the same here.”
To carve out a niche locally, Virani says he’ll rely on great food, reasonable prices, a vibrant setting with lots of TV screens for sports fans, and brand recognition built over 30 years. The new store is the company’s 73rd lease.
“Brantford has been a top priority for us” says Royal Nasager, vice president of marketing. “It’s a bustling center and there’s big demand locally. We’re really excited to be in the neighborhood and to welcome guests who know us well but can now enjoy us in their hometown.”
Canadian owned and operated, St. Louis serves more than two million pounds of chicken wings each year, with 26 sauce choices ranging from garlic parm to General Tao’s. But other offerings include burgers, nachos, tacos, and specialty sandwiches. And first-rate service will be a priority.
Virani says despite a tight labor market, job response has been excellent and 45 people have already undergone a program with trainers from the corporation.
“I get email applications every day, and our people are really putting their heart and soul into this training. They really want to learn, and we’re so lucky.”
Virani’s wife, Zebina, is also involved in the business, and the two are moving to Brantford from Markham with their son and daughter, age 13 and 10. A business partner is running the Newmarket operation.
“Brantford is a nice community and much quieter and more peaceful than the Toronto areas, so it’s great for family, and I want to be close to the people I serve,” Virani says. “I was also very happy with how smoothly the City permits and inspections worked out. Everything went so quickly.”
On the flip side, the franchise says his biggest challenge is the same one facing so many other businesses, regardless of sector.
“The supply chains are messed up right now. The time it takes to get supplies and equipment has gone from three weeks to 18 or 20.”
But he’s undeterred. In January, Virani is opening a St. Louis Good To Go takeout outlet in downtown Toronto, and another restaurant is planned for Ancaster because it’s less than 30 minutes away.
Though sports fans and players will be key to success in Brantford, the businessman says he wants to make the restaurant welcoming for everyone, including families and kids. Virani adds that St. Louis has a consistent history of supporting Autism Awareness which promotes acceptance through education.
The chain has raised more than $2 million for the cause.
Note: This article was was part of the Focus on Brant special edition published in the Brantford Expositor