Beerhead’s Brand Evolution

Beerhead’s Brand Evolution

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Not unlike the beer industry, Beerhead Bar & Eatery has gone through changes. In 2016 the number of breweries in the U.S. reached over 5,000 and has continued to grow. Beerhead continues to amplify its experience to guests as the brand evolves. Over the past five years, the franchise has remained focused on the experience of serving excellent beer by committing to quality and thoughtful simplicity.

The Forerunner: The Beer Market

Founders Greg Goodrich and Pat Donofrio discovered their passion for beer and local flair through their travels. The rise in popularity of craft beers and liquors supported their interests and their entrepreneurial spirits. They eventually formulated an idea that united regional beer options with a contemporary atmosphere.

In 2012, the pair opened the first location, originally called The Beer Market. The main focus was on the large selection of American craft beer. With no kitchen, guests’ food selection was limited to other nearby restaurants with available delivery. Yet, the brand quickly grew to five locations in just three years. Their expansion called for new additions to their locations and a menu.

Introducing Beerhead

The brand underwent a name change to Beerhead and updated its logo, color scheme, interior décor and seating. Additionally, Beerhead added a kitchen and the menu includes MYO Avocado Toast, specialty pizzas, and the signature Barbarian Pretzel, among other offerings – even brunch. Beerhead offers lessons on beer and food pairings through Beer University, which provides an entirely new experience to guests.

The logo and indoor décor have been re-energized to a modern design, featuring an open-air feeling. Live acoustic music, communal tables and an inviting atmosphere immediately appeal to a wide range of guests. The first refreshed Beerhead opened in Cleveland, Ohio, in 2015. Although the brand has undergone many changes, Beerhead has held onto its cornerstone feature – offering more than 500 different local, regional and craft beers, and providing a unique experience to its guests.

Fan favorite beers are typically wheats, lagers and IPAs, but the trendy black IPA is gaining popularity as well. Unique options do not disappoint. For example, a beer from Scotland, the Kelpie Seaweed Ale, offers new flavors to experience.

“We always want guests to try something new,” Greg said. “We’re committed to expanding the palate of all guests and exposing them to new things.”

Beerhead Begins Franchising

Since the refresh, Beerhead has begun franchising, offering opportunities in new locations and refusing to sacrifice the local flair each community adds to the brand. Now at seven locations, Beerhead is focused on expanding and bringing its beer expertise across the country. All former Beer Market locations will be converted to Beerhead by next year, while new locations continue to open.


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