Westchase Bar Becomes Brand

By STEPHEN HAMMILL The Tampa Tribune

Published: May 7, 2008

WESTCHASE - It's rare when a new business grows up so fast.

When World of Beer at 9524 W. Linebaugh Ave. opened in January 2007, its owners had few notions of a franchise.

But the neighborhood bar quickly became a weekend nightlife destination for Westchase residents. It was a genuine success story, and now the business is set to expand.

"We had immediate interest," said co-owner Matt LaFon. "The demand to invest drove it faster than we thought it would happen."

LaFon and co-owner Scott Zepp recently signed with an area developer to build and operate three units in Hillsborough County, with the Westchase location as the design template.

"We know we want to be in New Tampa, South Tampa and Brandon," he said.

LaFon expects to open the New Tampa location in Tampa Palms by year's end. A lease for the location has been signed, though wet-zone approval is pending.

The South Tampa location is expected to follow in mid- to late 2009. The Brandon franchise is expected to be the last to open, LaFon said.

LaFon attributes the success to a combination of product selection and product knowledge.

"We pride ourselves on it," he said. "Treating people well - it's just a lost art, I think.

"We have more than 500 beers," he continued. "We serve all of our beverages in the proper glassware as suggested by the brewer."

The Tampa-based business' growth has run counter to a stagnant Florida economy. LaFon said the drop in real estate prices has helped the plan move forward.

"We started working on a franchise model in June," he said. "By October we were offering franchises."

LaFon recognizes the challenge of competing in bar-congested areas such as South Tampa but said World of Beer can fill a niche that will keep it above the fray.

"We're a nonsmoking facility," he said, "very laid back. I think people will notice a big difference."

Beyond next year, LaFon wants World of Beer locations in Pinellas County, Orlando and Sarasota.

Though LaFon and Zepp won't run the new locations, they plan to be involved in every step of the franchise process, from site locations to marketing research to lease negotiations.

Joining the likes of Hooters, Checkers and Outback Steakhouse - businesses that began in the Tampa Bay area and then expanded by offering franchises -won't come easy, he admits, but in the long-term, LaFon sees World of Beer as a national brand.

"We've secured our trademarks," he said. "We've laid the foundation. Of course, establishing a strong local footprint comes first."

WORLD OF BEER

HOURS: Monday through Thursday, 3 p.m. until midnight or beyond; Friday, 3 p.m. to 3 a.m. Saturday; Noon to 3 a.m. Sunday, noon to midnight or beyond

FRANCHISE INFORMATION: (813) 920-7409

Reporter Stephen Hammill can be reached at (813) 865-1523 or at shammill@tampatrib.com.