Fashion
An American tavern chain known for its craft beer is headed for Asia this year, opening first in Shanghai, then India and The Philippines.
It is the first overseas bar for World of Beer, based in Tampa, Florida. CEO Paul Avery, a 20-year veteran of the Outback Steakhouse chain, says the move to open franchisee-owned taverns overseas is the next logical step for the brand’s growth.
“I am very confident that World of Beer will do well in international markets,” he says. “Craft beer is already there, but no-one offers what we do.”
Avery, 56, bought a controlling interest in the six-year-old company in January 2013, and has built it up to now offer craft cocktails. The footprint is nearly double in size, and most of the taverns serve food. But the focus is squarely on craft beer, reports Tampa Bay Times.
World of Beer has 77 locations in 19 states in mainland America. Fourteen are company owned, the rest by franchisees.
Avery says the company will open 35 new restaurants this year, including at least one of the three World of Beer Asia locations.. The goal is to grow the number of company-owned stores to 30 per cent.
