Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/803877
A P R I L 2 0 1 7 / S C T 59 get an ultracreamy-smooth product," said Boud. "It's labor-intensive, but our customers are more than happy to wait and be entertained by the show." Fast-casual concept R Taco, in which Buffalo Wild Wings acquired a majority stake in 2014, is exhibiting this year. The concept specializes in street tacos and was founded in 2010 in a converted gas station in Dallas. "Buffalo Wild Wings has had a huge presence at RECon, but we haven't needed to sell franchises for a long time, so there was never a need to exhibit," said R Taco managing director Tom Berzinski, also a former vice president of real estate for Minneapolis- based Buffalo Wild Wings. "Now we are trying to sell franchises for R Taco." A mix of 15 corporate and franchise-owned R Taco restaurants operate now in Texas, Colorado, Minnesota and Nebraska, and a restaurant is set to open in Dayton, Ohio, soon. Buffalo Wild Wings says it wants to have about 35 R Taco operations going by the end of this year. Of the first-time exhibitors, few are likely to be growing faster than Orangetheory Fitness, the 7-year-old, Boca Raton, Fla.–based concept that provides personal interval training in a group setting. The company operates 620 spas globally and has about 1,150 current licenses, according to Dan Adelstein, vice president of real estate and development. "We're focused on getting leases done for our franchisees," he said. "A booth at RECon is the natural place to be." The company also sees the event as a way to boost its brand awareness, he says. Fuel and convenience store operator Kum & Go is making its first appearance at RECon in an effort to enhance its brand visibility and highlight its advances to the industry, according to a company representative. The West Des Moines, Iowa–based company operates roughly 400 stores across 11 states and is rolling out a new format. "Attending RECon is a great way to meet other real estate professionals and view what successful retailers are doing to surpass customers' ever-changing needs and wants," the spokeswoman said. First-time exhibitors are not the only conventioneers seeking to showcase new ideas. Milford, Conn.–based Subway restaurants, a longtime exhibitor at the show, is rolling out a new logo, new packaging, new advertising and more this year, says Don Fertman, the chain's chief development officer. The company will display some of these elements at its booth, he says. "We've been an exhibitor at ICSC for nearly 30 years and enjoy having a presence there annually," he said. "There's never been a more exciting time to share what Subway is working on." n Restoration Hardware CEO Gary Friedman spoke about the chain's successful turnaround strategy at RECon 2016