Houston's breaks ground in the 'burbs

Nation's Restaurant News, Dec 7, 1992 by Jack Hayes

MARIETTA, Ga. -- Houston's Restaurants Inc., the much-copied 24-unit casual-chain operator that opened its first hybrid dinner house in Nashville, Tenn., in 1977, will be attacking a new suburban market when its fourth restaurant in the Atlanta area opens here in May 1993.

The Atlanta-based chain, which operates in 14 cities, broke ground for what will be its 25th unit at the entrance to a suburban office park here. Situated about 15 miles northeast of downtown Atlanta, the area differs demographically from upscale Buckhead and midtown Atlanta, locations where the concept already has proved successful.

"We are testing a new market here," said William Biel, construction vice president for the chain. "We see this market [suburban Cobb County] as an improving one."

The company also will make a few slight adjustments in its menu -- offering pizza and some other new products -- at the new 192-seat suburban site, Biel added without discussing the matter at length.

William Biel is the brother of Houston's co-founder and president, George Biel, who worked under foodservice veteran Norman Brinker in the 1970s before launching Houston's.

George Biel meanwhile has relocated to Houston's Phoenix offices, where he can monitor more closely the company's expansion into California markets. The chain maintains its research and development and test kitchen operations there, while its real-estate and site development offices are in Nashville.

"We're trying to get a foothold in California," said operations vice president Victor Branstetter, adding that a Palo Alto location already has been chosen and that two others in the Los Angeles market are being finalized.

Meanwhile, Joseph Ledbetter, Houston's senior executive vice president and co-owner, elaborated on the new office park location here and on Houston's new relationship with Atlanta-based developer Thomas Cousins.

"|Partnering' is a new word these days," added Ledbetter during the groundbreaking ceremonies. "We really hadn't planned to do another restaurant here, but this is one of the best office-park locations in the Southeast. I'm looking forward to some more groundbreakings."

Cousins is using the Houston's anchor to market its 300-acre Wildwood Office Park development. St. Petersburg, Fla.-based Leverock's Seafood House -- a new tenant on the opposite corner of the Wildwood entrance -- was the first of several operators on that site to build a profitable lunch and dinner trade with the area's office and apartment dwelling clientele.

Previous tenants were Pilgreen's, a local steak-house operation, and Herren's, a remake of the famous seafood house that had operated downtown for 40 years.

"We reached for the best restaurant in the country," Cousins explained. "They have a marvelous product that's priced right -- and service people who like to do business with you."