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In the heart of downtown Chapel Hill, NC, there is a unique and popular restaurant called
[b]ski’s. It is a simple, unimposing place that doesn’t rely on promotions or attention-grabbing sales tactics to promote its food. Neither waiters nor over-the-top décor greet you when you enter, just the rich aroma of quality, unique and healthy food, served quickly, consistently and with value.
You may think that, without all the marketing hoopla, a new restaurant concept like [b]ski’s would have a difficult time competing for business, but that just isn’t the case. [b]ski’s has enjoyed growing popularity and sales since opening in 2006, earning both critic’s awards and the approval of a diverse clientele, ranging from distinguished and discriminating diners, to the college student masses attending the nearby University of North Carolina in Chapel Hill.
It all started with a simple idea…
In the summer of 2005, Bradley & Blair Smith moved to Chapel Hill, NC to create and build the ultimate restaurant brand they later named [b]ski’s. In the spirit of offering a “home away from home” dining experience, the concept was designed around a new grilled wrap that was so different and unique that they named it a ski!
Every detail of the development focused on creating a better life. A PRODUCT, A SERVICE, A BRAND, AND A PLAN TO MAKE THINGS HAPPEN THE WAY THAT THEY KNEW THEY COULD [b], AND THE WAY THAT THEY KNEW THEY SHOULD [b]!
Since its humble start,
[b]ski’s has catapulted to become a Chapel Hill favorite and has received plentiful press coverage, exceptional food reviews and steadfastly loyal customers. Customer and critical acclaim aside, [b]ski’s has become a cult favorite among diners, from students hungry for a late night meal, to parents, tourists, and all of the local patrons who appreciate
[b]ski’s distinctive flavor.
AND THROUGH THIS UNIVERSAL APPEAL, [b]ski’s HAS CAPTURED THE KIND OF DIVERSE CLIENTELE NECESSARY TO THRIVE AS A NATIONAL FRANCHISE.
About the Industry
Sales of fast casual specialty/ethnic food in the U.S. are on a steady increase. The specialty/ethnic fast food market is going up by about 5% every year and specialty/ethnic foods have a 12% annual stake in all U.S. retail food sales. These numbers are supported by an overall trend toward retail food sales. In 1963, over 70% of a family’s food budget was spent on meals prepared at home and just fewer than 29% went to restaurants. In 2005, however, the percentages were split nearly 50/50.
A HEALTHY OUTLOOK
Retail fast food sales are projected to expand even further in the years to come, with notable growth in the fast casual sector, of which [b]ski’s is a part. With a demand for convenient, inexpensive food that breaks away from standard fast food, fast casual outlets are expected to grow by 15-to-20% in the next five years.
FOCUSED ON SUCCESS
Together with the growth of specialty/ethnic fast food and the fast casual market, single-item menus are a driving trend in retail food sales. According to Quantified Marketing Group’s 2008 Restaurant Trend Forecast, “specialization will continue as a primary factor fueling restaurant industry growth. RESTAURANT BRANDS THAT FIND A FOLLOWING WITH A SINGLE, WELL-PRODUCED PRODUCT… WILL STAND OUT IN THE RESTAURANT WORLD AND POTENTIALLY DOMINATE A MARKET NICHE THEY HELP CARVE OUT THEMSELVES.”
WHAT DOES MY [b]ski’s INVESTMENT INCLUDE?
[b]ski’s franchisees receive on-going support,
a powerful POS system, comprehensive training and indispensable marketing services along with a proven brand name, proprietary recipes, complete training and a fully equipped store. Furthermore, [b]ski’s will assist owners in areas such as location identification, construction assistance, equipment acquisition and more. [b]ski’s also provides new owners with the [b] Open – Grand Opening Program, to ensure that each location gets off to a quick start.
WHAT KIND OF EXPERIENCE DO I NEED TO RUN A
While it is preferred that owners have previous restaurant operations experience, [b]ski’s Management will provide you with specialized training, proprietary technology, marketing materials and personnel development assistance to succeed as a franchisee and a [b]ski’s owner.
HOW MUCH COMMITMENT DOES A [b]ski’s
Because of the unique demands of a quick serve food franchise, you may find that the first years of ownership require a substantial commitment to your investment. [b]ski’s franchises can be adapted, however, to meet the managerial style you prefer. Because of this, it is preferred that new owners assume a full-time operation role while opening their first [b]ski’s location.
WILL MY [b]ski’s FRANCHISE HAVE A
Yes, [b]ski’s will assign your location a protected territory that will vary based on the population density of the surrounding area.