From coffee shop conversations to online chat groups, Marysville is consistently tagged with a unifying deficiency – the lack of a steakhouse.
But that shortcoming may soon be coming to an end.
Developers for Texas Roadhouse are expected to be at Monday night’s Board of Zoning Appeals meeting asking the city for a variance to construct a restaurant on Square Drive.
According to papers filed with the city of Marysville, the restaurant would be on a 2.17-acre site zoned traffic oriented commercial. The site, which does not yet have an address, is currently vacant and sits directly south of the building at 16645 Square Drive.
Texas Roadhouse markets itself as a family-friendly restaurant, “famous for hand-cut steaks, made-from-scratch sides, fresh-baked bread and a lively atmosphere.”
Restaurant officials said they expect to create 130 new jobs.
The proposed “full service, sit-down restaurant” is a permitted use in the district. City code, however, requires buildings to face the street and Texas Roadhouse officials are asking that the proposed 7,462 square foot building face U.S. 33.
Texas Roadhouse is proposing to build a steakhouse on Square Drive in Marysville. The land is currently vacant and sits directly south of 16645 Square Drive. Developers are asking for a variance that would allow the building to face U.S. 33 rather than Square Drive as required by code. (Photo submitted)
“Their continued success is largely due to the consistency with their brand identity (the building and signage),” according to paperwork. “Statistically, they have found that deviations from their prototype, whether it is the wall signage or exterior elevations has been linked to lower performing stores within their portfolio. If customers can’t recognize the facility as a Texas Roadhouse, customers won’t come.”
Roadhouse officials said the change, “would not alter the essential character of the neighborhood/district.” The developer noted that proposed buffering would limit the visibility of adjacent property owners.
City officials said they have reviewed the site plans. Restaurant developers said they incorporated city staff recommendations into the design.
Texas Roadhouse officials said their restaurants average about 5,000 visitors a week. Developers said “existing infrastructure supports the use and development. The proposed project will not require public resources to develop the property.”
Officials said the restaurant will be open Monday through Friday from 4-10 p.m., Saturday 11 a.m. to 11 p.m. and Sunday 11 a.m. to 10 p.m.
“It should be noted that the store controls the lighting to the signage and turns it off 1.5 hours after closing and it will not remain on all night,” according to paperwork filed with the city.
Restaurant officials said they do not do traditional television or social media advertising, preferring what they call “a boots on the ground” campaign.
“Their managing partners (managers) are tasked with actively being part of the community they are calling home,” according to the paperwork.
Additionally, managers at each restaurant have an ownership interest. Managers are required to put a “deposit” of $25,000 and sign a five-year contract. In exchange, managers earn 10% of the restaurant profits.
Texas Roadhouse, based in Louisville, Kentucky, began in 1993. Since then, the company has grown to more than 580 locations in 49 states and 22 international locations in nine foreign countries.
“Their philosophy is to replicate the customer experience regardless of the store location,” according to paperwork. “The sensory experiences when you enter the store — the smell of fresh bread, seeing the hand cut stakes you can order for dinner or the friendly greeting by the hostess is the same whether you are in Marysville or Miami, Florida.”
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