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Tony Roma’s shifts upmarket with recasting as TR Fire Grill

The Tony Roma’s rib chain is hoping to reinvent itself as a hipper, fresher concept with a new look, a new menu and a new name, TR Fire Grill.

The next iteration of the venerable casual chain is aimed at millennials, the company said. It features such nods to prevailing trends as locally sourced ingredients, mixology-caliber cocktails and spirits aged in on-premise barrels.

Meats are smoked and butchered in the restaurants, the company said.

The prototype opened in Orlando, Fla. A second store is planned to stoke up its smoker this summer.

TR Fire Grill will serve as the company’s domestic growth vehicle going forward, the company said.

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