A North Carolina-based restaurant chain is working on a multi-million dollar rebrand of its location in Richmond’s West End.
Battleground Restaurant Group has closed its Tripps Restaurant at 9318 W. Broad St. to transform the eatery into a Kickback Jack’s, the company’s other restaurant concept.
Tom Mincher, president of Battleground, said he expects the location to reopen in August as the company’s seventh Kickback Jack’s. He plans to spend more than $2 million to renovate the property.
“We have the capital to finance it,” Mincher said of the changes. “It’s basically going to be a new building.”
Mincher said new development nearby and an influx of other restaurants motivated the move away from Tripps, which he opened in 1994.
“We’ve seen a deterioration in our sales since 2008,” Mincher said.
Battleground has owned the building since 1992, and Mincher owns the surrounding retail plaza, The Shops at Tripps. The land used to be a dairy farm.
Kickback Jack’s is a sports-themed restaurant with a broader menu and lower prices than Tripps. The Kickback Jack’s brand was launched in 2008 with a location in Danville, Va. Five other locations have since opened in North Carolina.
“We’re looking to add sites in the Richmond market to build the Kickback Jack’s brand,” Mincher said. “I think as we move forward, we’ll be looking at other cities in Virginia.”
The shift does not mark the end of Tripps. Battleground still owns two other Tripps in Virginia, one off the Midlothian Turnpike and the other in Virginia Beach, along with nine more in North Carolina.
Mincher opened the first Tripps in 1981 in Greensboro, N.C. Battleground also has a third brand called Casual Jack’s, with one North Carolina location.