Tara Ziemba/Getty ImagesGene Simmons and Paul Stanley of KISS are bringing their Rock & Brews restaurant chain to Chicago with plans to open 10 to 15 locations in the city
The Chicago Tribune reports that the rockers plan to expand the chain over the next five to seven years with the first Chicago-area restaurant scheduled to open next year, though the location is still being negotiated.
An expansion that large is considered a risky gamble. The 67-year-old Simmons said, “Either Chicago is America or it’s not. Everywhere we’ve gone, it works beyond expectation. The only thing you could say is, it’s not going to work here because we’re in Zimbabwe.”
He added, “Look, we’re not McDonald’s, we’re in a higher end, but when it works, boy, it works. When a brand gets it right for their audience, it can work almost anywhere.”
Since launching in 2012, Rock & Brews has grown to 20 locations in the U.S. and Mexico. They offer rock-themed casual dining with a wide variety of locally brewed craft beer on tap. Each location has 30 to 40 televisions, playing sports and rock videos.
The plan is to get to 100 locations in the next five years.
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