Brand Expansion
Earl became joint venture partners in 2003 with London Clubs with his purchase of London’s famed 50 St. James, one of London’s most prestigious gaming addresses. Operating under the name Fifty, the casino with its fine dining restaurants and hot night club scene, set a new standard for gaming establishments in the UK. Additionally in 2003, Earl announced a partnership with Lord Sandwich, the 11th Earl of Sandwich, to launch Earl of Sandwich shops in the United States. The first gourmet sandwich shop opened in March, 2004, at Florida’s Walt Disney World Resort in the Downtown Disney Marketplace with newest outlets now open in London, Disneyland Paris and most recently in New York City in September, 2011. In October 2011 Earl expanded on the Earl of Sandwich brand opening a high energy food court, Earl’s Court, in New York City’s Financial District partnering with other iconic New York brands including The Original Soupman and Billy’s Bakery.
In late 2008, to further solidify his place as a leader and pioneer of themed restaurants, Earl acquired casual dining company, Buca Inc. and its chain of eighty-eight Buca di Beppo restaurants throughout the United States. Since the acquisition, Earl has injected his formidable energy into the franchise, revamping the menu to include fresh, daily made sauces as well as new menu items to broaden the restaurants’ appeal which embodies the Italian traditions of food, friendship and fun. The Buca di Beppo chain, known for its quirky décor and upbeat atmosphere, has locations from Albany to Honolulu, with recent expansion into Boston and international development with four new locations in the United Kingdom and three locations opening soon in Mexico.
In September 2010 Earl announced his latest brand extension with the news that Planet Hollywood International signed a license agreement with Wyndham Hotel Group granting them exclusive rights to franchise Planet Hollywood branded hotels and provide management services globally. In the coming months locations for the development of the first Planet Hollywood hotels will be announced.
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