Anyone watching the rise of Chili’s is likely seeing an opportunity for value-positioned concepts in casual dining.
Winter Park, Florida-based Artistry Restaurants is among those who believe consumers are looking for “approachability,” both in terms of food and cost. But they’re also looking for an experience.
That’s in part why Artistry is now looking to grow its Oak & Stone brand, an eight-unit casual-dining concept that will move out of Florida for the first time to open in McKinney, Texas this spring.
Texas will be No. 9, and more are planned for that market. But two more Oak & Stone locations are also coming to Florida this year, in Winter Park and Orlando. And the multi-concept group is also starting to think about franchising the brand, though it may be a year or two before that gets launched.
Founded in 2020 by a group of investors on an acquisition hunt, Artistry now operates 52 restaurants under seven brands, including Oak & Stone. The group is led by several known industry veterans, including several formerly of Tavistock Restaurants, like Bryan Lockwood (former CEO of Tavistock who in his past also led Stonefire Grill and Real Mex), Barry Goff (former managing director of Tavistock), and Mike Wood (a Tavistock founder).
Last year, for example, Artistry bought the 20-unit Hickory Tavern sports bar chain, which operates in the Carolinas. Artistry brands also includes limited-service concept The Shrimp Basket operating in the panhandle and Alabama; the higher-end concept The Chapman in Winter Park; and the casual-dining Boca.
But Oak & Stone is the group’s growth vehicle, said Sam Aguilar, Oak & Stone’s brand president.
Oak & Stone was founded in 2016 in Sarasota, and Artistry picked up that concept in 2022. At the time, there were five locations.
Fundamentally, the brand has wide appeal, said Aguilar.
“At Oak & Stone, it’s about creating social adventure,” he said.
The restaurants feature a self-pour Tap Wall, offering about 50 rotating beverages, from local craft beers and wine to cocktails and zero-proof options.
The Tap Wall at Oak & Stone. | Photo courtesy of Oak & Stone.
Artistry is using both the iPourIt and the PourMyBeer tap systems, depending on location. Guests get a card and can taste and sample what they like. Their selections are tracked digitally, and they can see what they tasted on the receipt, so they can remember what they liked.
It’s a gathering spot, where people can chat with the Tap Guide to help narrow down selections, or just hang out at the wall. (The system is also designed to protect guests from overserving themselves, Aguilar noted.)
If they don’t want a self-pour experience, however, Oak & Stone also has a full bar where people can sit and order a drink the old-fashioned way. And, of course, it’s a full-service restaurant, so guests can also sit at a table and enjoy a meal with drinks.
It’s a concept that hits on several consumer trends. Beverages are huge, for example, and consumers also love having control over their experience. In this case, they can taste a craft beer before committing to a full glass they might find they don’t enjoy.
Overall, Oak & Stone beverage sales tend to average more than 35%, with some units reaching 40% to 45%, Aguilar said.
Oak & Stone also has a full bar. | Photo courtesy of Oak & Stone.
But it’s also about the food.
Oak & Stone features tavern fare “with a twist,” said Aguilar. A core offering is thin-crust personal pizzas, like the Farmer and Pig, with prosciutto, arugula, hot honey and shaved pecorino, for example.
Wings are also a signature. And a top selling dish is the Philly Cheesesteak Egg Roll, which is just like what it sounds like.
Everything is made from scratch in house, Aguilar said. And Artistry brands culinary teams are led by Cliff Pleau, chief innovation officer, who spent years creating dining concepts for Disney and was the founding chef for Darden’s Seasons 52.
The average check per person is about $25, which is capturing diners looking for value.
A signature at Oak & Stone is the thin-crust pizza. | Photo courtesy of Oak & Stone.
Artistry is also growing Oak & Stone in part because it has proven to work in a number of different trade settings, from the ground floor of a hotel, to a mixed-use condo, and a rooftop in a residential area, Aguilar said.
“It works everywhere,” said Aguilar. “It’s approachable to everyone, from the per person average to items on the menu, to the ability to come in and connect and explore and share, and to just have a really good time.”