Area To Get 10 More Five Guys

TAMPA - A Tampa-based company plans to open 10 more Five Guys Burgers and Fries locations in Hillsborough County in addition to more than 70 locations in Columbus, Ohio, and Houston over the next several years.

The newly formed company, TCH Restaurant Group, was created by former Marriott hotel executive Bob Dorfman and Bob Gries, former owner of the Tampa Bay Storm of the Arena Football League, who purchased a 40 percent stake in the venture. Dorfman and Gries expect the expansion to cost roughly $25 million.

Five Guys has gained a loyal following up and down the East Coast since the chain decided to expand from its original eight stores in the Washington area through franchising five years ago. The simple menu of burgers, fries and hot dogs has stayed the same since the chain was founded, and all items are cooked to order (diners can snack on complimentary peanuts while they wait).

"Everything's about quality, freshness and the customer," said Dorfman as he surveyed his Kennedy Avenue location Wednesday.

Franchises such as TCH are not allowed to advertise - because the chain prefers to gain customers through word of mouth - or offer discounts, coupons and packages of items, since they "devalue" the original product.

"We are who we are who we are," Dorfman said. "We're not going to become the McDonald's of the world where you're trying to satisfy everybody."

In addition to the five locations that TCH operates in Tampa, Dorfman said that he plans to open 10 more locations in the next 18 months, plus one opening in Westchase on Friday. In addition, TCH has purchased the rights to open at least 20 restaurants in Columbus, Ohio, and 50 in Houston.

Gries and Dorfman said they are not concerned that the slumping economy will draw away business from their "fast-casual" stores, which they characterize as a cut above traditional fast food. They said they view the current outlook as an opportunity because many customers have cut back on eating out at more expensive restaurants.

"Where else can you go out and eat for 5 to 7 dollars a person? Nowhere else but McDonald's, and this is clearly a step above the traditional fast-food operation," Gries said.

Dorfman added that economic conditions could prove advantageous as he develops new locations because property values are relatively low and contractors are less busy than during more bullish times.

"Adversity breeds opportunity," he said.

The company's board members include area notables: former Mayor Dick Greco and Chris Lewis, former chief financial officer for Jabil Circuit.