Billy Downs sees momentum building across the Southeast. The president of Ford’s Garage spoke with conviction this week about the brand’s latest move. It plans to enter North and South Carolina through experienced franchise partners.
The Tampa-based chain, officially licensed by Ford Motor Company, draws on 1920s automotive heritage. Vintage cars sit outside its restaurants. Inside, gas-pump beer taps and suspended car parts create an immersive atmosphere. Burgers, craft beer and comfort food complete the package. Guests return for the experience as much as the menu.
With 35 locations now operating in eight states, the brand has posted strong numbers. Average unit volumes reached roughly $5.7 million in 2024, according to Franchise Times. Investment per site runs from $3.7 million to $6.6 million. That figure reflects the cost of custom theming and buildouts. Yet operators report solid returns. The concept sits in the upper tier of casual dining franchises.
Downs made the expansion plans clear. “There’s a lot of momentum across the Carolinas right now, and we believe Ford’s Garage can bring something distinctive to the region,” he told FSR Magazine in its Sept. 14, 2026 report. He singled out Charlotte and Raleigh in North Carolina. Columbia, Charleston and coastal South Carolina also rank high on the target list. The brand seeks long-term multi-unit developers. One group could cover Charlotte and Raleigh. Another might handle Columbia and Charleston markets.
This announcement builds on a busy 18 months. Ford’s Garage signed six multi-unit deals in 2025 alone. Those covered New Jersey, Northern Virginia, Houston, Nashville, Des Moines and Milwaukee. Tennessee operations began earlier this year with a four-unit agreement led by TN Legends, a group with deep local ties and prior restaurant experience. A new Chattanooga site at Hamilton Place Mall signals further Southern progress. The Carolinas push fits a deliberate pattern. Focus remains east of the Mississippi for now.
Franchise demand stays high. The chain made the 2026 Inc. 5000 list of fastest-growing private companies. Leadership credits consistent execution and menu refinements. Recent additions include “Fuel Efficient Fare” bowls that pair proteins, grains and vegetables. Brunch service, happy hour and dinner generate revenue across dayparts. That flexibility appeals to operators facing rising labor and food costs.
But challenges exist. The restaurant industry contends with softening traffic in some segments. Inflation pressures persist. Construction costs for these themed units run higher than average. Each new site hires 125 to 150 workers initially before settling near 110. Training emphasizes hospitality alongside the automotive storytelling. Get that wrong and the novelty fades fast.
Downs knows the stakes. The brand has modernized operations over the past year. Technology upgrades improve efficiency without diluting the nostalgic feel. Existing franchisees have embraced the changes. Some push for more. That internal buy-in matters as the company scales toward 10 to 12 openings annually after 2026.
North Carolina ranks among the top states for franchise development in 2026. South Carolina follows closely. Both benefit from population growth, business-friendly policies and tourism. Charleston draws visitors year-round. Charlotte’s suburban corridors expand steadily. Raleigh’s tech and education sectors bring younger diners who appreciate thematic concepts. Ford’s name carries weight here. The Blue Oval still evokes American innovation for many consumers.
The Post and Courier first reported interest in South Carolina markets last year. The paper noted plans for up to 12 units in North Carolina and four in South Carolina. It cited industry rankings that placed the states second and fifth for franchise growth potential. Southeast economic output was projected to outpace the national average. Those forecasts appear to be holding.
Ford’s Garage started in 2012 in Fort Myers, Florida, near Henry Ford’s winter estate. Franchising began in 2015. Growth accelerated in recent years. The concept now spans Florida, Virginia, Kentucky, New York, Indiana, Michigan, Ohio and Texas. A new Riverview, Florida restaurant under construction aims for a December 2026 opening. That will mark the 24th Florida site and the fifth in the Tampa Bay area.
Executives talk of entering 25 to 30 additional states over time. Yet they stress disciplined expansion. Only qualified multi-unit operators need apply. Financial backing must support the full investment range. Restaurant experience counts heavily, especially in fast-casual or full-service settings. The company wants partners who understand community engagement. A lone unit rarely succeeds in this format.
So the Carolinas represent more than new ZIP codes. They test whether the brand’s formula translates smoothly to fresh territory. Early results from Tennessee and Georgia deals will inform the approach. In Georgia, announced in June 2026, the chain targeted Atlanta, Savannah and other cities with similar language about economic momentum and tourism.
Industry watchers note the appeal. Themed dining has performed well post-pandemic. Consumers seek experiences that stand apart from standard chains. Ford’s Garage delivers that through its licensed connection to an American icon. The decor doesn’t feel corporate. It feels like a lovingly restored service station. That authenticity helps.
Still, competition looms. Other automotive-themed concepts exist. Casual burger chains continue to proliferate. Success will depend on operations. Food quality must remain high. Service must match the theatrical setting. Beer selection needs to stay fresh and local where possible.
Downs sounded optimistic. The brand, he said, looks forward to connecting with the right franchise partners. Those partners will shape the Carolinas story. If they execute, Ford’s Garage could become a regional staple. New communities may soon hear the sound of classic engines mixed with the clink of beer glasses. The garage doors are opening wider.
from WebProNews https://ift.tt/igDRTfc
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