The Brokers: Making millions on losers
1979
Tiegs, Carol Lynn
The Broker restaurants, now Denver's largest restaurant chain, began in 1972 with a $900 investment by Ed Novak and Fred Borra in a failed restaurant in Denver's downtown financial district. Using a basic atmosphere of an English gentlemen's pub, plus waitresses in hot pants, contemporary music, a two-for-one Happy Hour, large portions at reasonable prices, and enthusiastic employees, the restaurant attracted enough of a following to support the opening of a Country Broker on Denver's west side, featuring an English-style pub folksy air, and a Continental Broker in a wealthier section featuring a modified gourmet menu. Expansion by acquisition of failed restaurants has continued; each restaurant has its own personality. Continued change, up-grading and experimentation are the keys to the chain's success. To keep outstanding challenge-oriented managers, the parent company has developed "friendchising" in which the parent company finances loans to allow managers to purchase the restaurants they operate. Advertising services are provided to the new owner/manager in return for a royalty for the use of the Broker name.
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