Tony Roma's: Casual Dining Brand Develops New Concept to Appeal to Millennials

Dishes from TR Fire Grill | YELP, Leontine M.

Dishes from TR Fire Grill | YELP, Leontine M.

The sales from the casual dining segment have been steadily declining for the past 10 years. With the rise of the fast casual brands, consumers now have the option to get quality food that is similar to that of a casual dining restaurant, but for cheaper and faster. Will this lead to the downfall of not only the quick-serve segment, but also the casual dining segment? Or will casual dining brands like Tony Roma's be able to reinvent a new concept and give consumers a dining experience that keeps them coming back for more.

Tony Roma's has shrunk to 34 restaurants in the US. In 2013, the brand opened TR Fire Grill in Orlando to appeal to millennials with a more creative menu and a more relaxed dining atmosphere. Apparently, the first new concept location has been a success because a second location will be opened in Orlando's suburb of Winter Park in late 2015. With these two new locations, the brand will be able to test the concept in a highly competitive dining area. Read More