The newer restaurants are also more open, with more tie-ins to nature and the Everglades lodge theme. The menu proclaims it is "where the locals go." Waiters and waitress, called Everglades Guides, wear shorts and bright shirts. One of the new dining areas is a patio for up to 50 guests with less clutter and kitsch than before, but that still includes stuffed alligators and the rocking chairs and tables. Timoteo is looking for a broader demographic and is getting more of the midscale family people, empty nesters and babyboomers.
Despite the fact that Florida is not the easiest state for restaurants due to high land and utility costs, a rotating crowd of customers and a lot of competition, it seems that the R.J. Gator's has been experiencing success for a number of reasons. The owner has been locating his restaurants near malls to draw crowds. The fact that his place looks different than the other local joints is another plus. Other positives are the reasonable cost for a meal, as well as the eclectic but not too weird decor and choice between munchies and full meals. Timoteo has been in the restaurant business for a long time and has been taking his time building up the business and getting it right before expanding. It looks like he is as good of a businessperson as a restaurateur and entrepreneur. This year, a former senior VP of Citibank said he was going to open 10 of the restaurants, so he must be quite impressed with what he has seen. Mike Costello, a former partner with Outback Steakhouse, has joined the R.J. Gator's team to develop the South Florida market, which looks like another coup.
From what is seen, the company has quite good web presence as well as marketing for franchisees....
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