Firebirds CEO details casual chain’s unique approach to value through experience

As restaurants continue to look for ways to drive value for guests without simply discounting prices, one polished casual chain has found success in communicating value through its branding and experience.

Firebirds Wood Fired Grill, the Charlotte, North Carolina-based concept that now has nearly 70 locations in 21 states, sits on the upscale side of the casual-dining spectrum, with prices mostly in the $25-$45 range for dinner entrées. But the brand is still committed to providing value to all manner of guests, from kids and families to couples on dates to business lunches, and accomplishes that through its hospitality and unique, wood smoke-inspired branding.

“The [consumers’] palettes are more educated and they're more interested in value,” said CEO Steve Kislow. “But the consumer also appreciates more than just price. It’s total experience, and you get that through a combination of hospitality [and] quality of food, and all of that you can divide by price and that equals an aggregate of value.”

Kislow joined the latest episode of Take-Away with Sam Oches to talk about the different branding and service elements that come together to provide value in a polished casual environment.

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