Since its inception, the Tracks & Records casual dining brand has had one intention — to be a global franchise based on the concept of Jamaican “vibes” while utilising the flavours of Jamaican food, the rhythm of Jamaican music and the marketing muscle of Jamaican international stars in music and athletics, to compete against other international franchises such as TGI Fridays.

Speaking at the Jamaica Observer Table Talk Food Awards Conversations series at the Spanish Court Hotel, Gary Matalon shared that bringing the concept to life has been easier said than done over the last six years.

Matalon, CEO of the Kingston Live Entertainment Group, founded 2008, is responsible for the development of premium entertainment establishments in Kingston, including Fiction Lounge and the group’s most recent venture, Usain Bolt’s Tracks & Records.

The KLE group is on the cusp of launching the Tracks & Records resturant brand in the United Kingdom, with the goal to have 15 restaurants across that country. “The Tracks & Records concept is the only Jamaican concept that was born in Jamaica that was turned into a system and exported. We are pretty proud of that,” he noted.

So how exactly does one franchise a slice of Jamaica?

Matalon shared the journey.

“We created this concept, in 2011, specificaly for export. We realised there are a lot of themed concepts around the world and we were famililar with those brands such as Outback which is Australian, or Chili’s which is Mexican. Yet, we know that brand Jamaica is so powerful. There was no questioning the equity in the brand and that was the main driver and foundation under everything else we had done by then. So we began the process to shape it for franchising. Brand Jamaica was that pillar to create that concept.

“So what does that mean? We had to create a concept that would compete with the best of the best. We chose casual dining — it was one that was experience-based. It is not a fast food concept from freezer to diner. You are creating an experience for your clients. And with brand Jamaica you are really creating a vibe. It is also one of the faster-growing sectors of the restaurant industry. ”

That meant combing through everything that made the restaurant work and documenting it.

“To give you an idea, it really is an idea of going through every minute detail and determining what the brand is; what would help us make it out there in the world market. So we had to work out the style of chairs and tables and the service delivery; down to the size of the table to the place mats, and you have to go through and determine how does this fit into the concept that I am trying to create. You have to have a good sense of what exists in the marketplace. So, at the end of the day, you are crafting a unique selling point.

“We engaged Usain Bolt early in the process. We could not compete dollar for dollar against brands such Yum! or TGI Fridays. So utilising our Jamaican celebrities to market our product became our strategy.”

Matalon shared, “Franchising is an interesting business market. The franchise model is a costly process and took a lot of time. None of us had an appreciation of the magnitude of the decision.”

Next, the question became how to take the Tracks & Records concept from the Marketplace in Kingston to other locations.

Matalon explained, “That was really the hard work. So you had to create a system. That means you have to document it. If you cannot document it, then it cannot be replicated. You have to consider things that include the hostess at the front door. What does she say? What do the servers do first? What do they do second? Same thing at the back kitchen — sanitation, the line cook, the front-line chef… all that has to be documented. When you look at our policy system, it’s books upon books.

“The next issue is the supply chain… what are the specifications of the bread and the meat patty? Where are the vendors that can provide the quality and supplies? The supply chain for a restaurant with 60 items on the menu is complex. How do you take stock; how to make sure inventory is being managed? It’s a lot.

“Then outside of that, there is a legal side of franchise. In different jurisdictions there are different franchise laws. The UK, the US, Jamaica and Canada are very different from a legal standpoint. Those are things that need to be considered. The legal documentation to create a legal franchise system are complicated and costly, as well.

“There are different types of franchise. There are single-unit franchises and there are mutli -unit franchises using the UK name or an area unit development which is the US legal concept. There is also master licence agreement where they take over an entire country. So in Ochi and Mobay it is single- unit. In the UK it is the area development agreement.”

So after you document the systems, hire the lawyers, you have to determine how you will be paid by the people who become your franchisees.

Matalon explained, “The fee structure also has to be considered. If you look at the industry, what it costs you to take on a TGI Fridays or a Chili’s franchise will cost you the same to get into a Tracks & Records franchise. So what we did was create a marketing system that was unique. First, I am Jamaican. Second, it is a unique selling experience. We are excited about our first test market in London.”

Additionally, the franchise arrangement is like being married. “Also as a franchise, you have to set up yourself to protect your brand. When you get into a partnership, that person can destroy you if you are not careful.”

That said, Matalon shared the part he likes best.

“The fun part is marketing and selling of the franchise. We don’t consider it selling; we consider it recruiting franchisees. It is very important that you enter into these agreements and we are very cautious who we get into. It is like deciding who you are going to marry. What is the profile of the it players in the industry? We need to know this as…some markets are ridiculously competitive with restaurants opening and closing daily. We are doing it against all odds, and there are some who want to see us fail.

“The Darden Group has massive brands such as Olive Gardens and we are going up against them in their turf in a Jamaican-themed restaurant. It is very important that we are heading that way with as best a footing as we can get.”

It’s not about sitting on your laurels.

“Research and development is key. New trends, consumer preference; you need to refresh the thing or people will get tired and go to the new restaurant up the road. Another thing that we don’t take into consideration is ongoing support and oversight of the franchise. You need to manage and support these franchises…you have to look at the globe and build out the mass and give ongoing support. Having said that, it is a lot to consider. It has been an amazing learning experience. We brought in consultants and brought in people from the restaurant industry and other franchise owners around the world and attended conferences.”

So does Tracks & Records rise and fall with its brand ambassador Usain Bolt?

Matalon explains, “Here is the deal. When we started out, it was Tracks & Records as a play on words, as you have tracks and records in sports and music. One thought was the Planet Hollywood model and reached out to various Jamaican singers and athletes. Then we moved from that to having a Shaggy Tracks & Records; Sean Paul Tracks & Records and then Usain Bolt’s Tracks & Records. So there is nothing stopping us from adding and subtracting the name Usain Bolt. However, to this day, he is still a part of the brand and he continues to market the brand. So it something we consider at every new location.”