FSR March 2023

FA B I O V I V I A N I

 THE FOOD AT CHUCK LAGER IS PART SPORTS BAR, PART AMERICAN TAVERN.

rier of entry. “The labor market has changed a lot in the last couple of years; that’s why the two restaurants we are really focusing on for national growth are the two that are the easiest ones to run,” Viviani says. Chuck Lager requires less than $1 million upfront to open—something Viviani says is all but unheard of in full service. Although it can’t f it in extra small spaces like JARS, the restau rant’s streamlined operations makes the process easier and opens Chuck Lager up to second-gen eration real estate. “I have other restaurants, but they are the one-offs and the bigger projects that cost a lot of money to open. So the ability to be very nim ble with Chuck Lager and open in a second-gen

space—which there are plenty of them—and to show very strong f inancials, easy execution, a not-complicated menu—which still offers a great quality and variety—is fundamental for the growth of the brand,” Viviani says. He describes Chuck Lager as an elevated “hybrid between a sports bar and an Ameri can tavern.” Part of that identity is rooted in the restaurant’s namesake. The real Chuck Lager, Viv iani says, has lived an extraordinary life, and his accomplishments were embellished to the point of brand lore. (According to the restaurant’s web site, he was born on Mount Kilimanjaro and has made numerous archeological discoveries.) While these claims are more legend than fact, Lager’s adventurous spirit and world travels are

FABIO VIVIANI HOSPITALITY (3)

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INDUSTRY-WIDE ISSUE

MARCH 2023