Madison-based Country Kitchen Restaurants is preparing to launch a new brand it hopes to turn into another national chain.
Peppermill Grill & Bar is described as “polished” casual dining - the latest industry buzzword signifying upscale dining that isn’t quite white tablecloth fine dining.
“It’s closer to a Cheesecake Factory or a P.F. Chang’s than your standard Applebee’s or Chili’s,” said Chris McGrath, director of marketing for Country Kitchen International. “The goal is to have a huge focus on quality fresh ingredients and a service level traditionally not found in a franchise concept - more the feel of a local mom and pop fine dining establishment conveyed with the assurances of a well-run franchise concept.”
Peppermill, which will use the tag “Crave Our Flavor,” will try to set itself apart with a “bold” menu that echoes the international feel that is the hot trend in upscale restaurants in large metropolitan areas, McGrath said.
“Some of the predominant flavor tones are Asian, barbecue, Korean, Mediterranean, Jamaican, Cajun,” he said. “It will be combinations you don’t typically see in your standard casual dining restaurant - flavor combinations that accent and complement each other and that are interesting and innovative.”
McGrath said the company did a good amount of research in developing the concept for Peppermill, which also will have a full bar featuring a variety of beer and 50 wines by the glass
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