UPDATED: SEPTEMBER 22, 2016 7:48 PM — Durham-based conglomerate The Guess Corporation wants to launch new restaurant affiliate The Guess Bread Company on select sites of a new fuel station concept it's seeking land for in Greater Orlando, positioning the brand as an upscale dining experience for couples only.
A week after announcing it was looking to buy and develop up to 25 7-acre sites locally for its new GP Express convenience store and fuel stations, the company said Thursday it will eye five to seven of those to establish Guess Bread.
Described as an upscale dining experience, Guess Bread Company restaurants would have only 20 tables with two chairs per table, allowing couples-only dining, with reservations required.
The restaurant would have an open kitchen, and bread would be baked on site. Table service would include a server, a table cloth, and occupy "a different class from other concepts," said Cutie Shrestha, senior executive vice president and chief development officer, in an emailed response to questions.
"Our target consumer has an annual household income of $250,000, they have a spouse or significant other, they are young and want a romantic setting to enjoy a healthy lunch or dinner over candlelight and they do not want to wait in line," she said. "We are separated by our menu, but more importantly the overall upscale experience."
The Guess Corporation plans to build 250 units for Guess Bread nationwide over the next 18 months, at an average cost of $3 million each, the company said.
The Guess Corp. has retained global real estate firm Newmark Grubb Knight Frank to manage its search for 7-acre sites, with Dean Tselepis managing the relationship. It's seeking locations with a minimum of 40,000 vehicles per day, ideally along the interstate with adjacent retail development areas, Shrestha said.
Design work for the new Guess Bread and GP Express concepts was provided by Orlando-based architects Scott + Cormia.