Original Concept But is it franchiseable?

Most great franchised companies started with an innovative concept. When Subway started there was nothing like it; same with 1-800-GOT-JUNK. But just because your concept is original doesn't necessarily mean it's franchiseable. A concept could be hugely successful in some markets and a huge failure in others. The key is not rushing into franchising and that's exactly what Atari and Chuck E. Cheese founder Nolan Bushnell is doing with his latest concept.

The current issue of The San Fernando Valley Business Journal features a story on Bushnell and  uWink Media Bistro, his newest concept which is about to open in Woodland Hills, Calif. uWink is a a restaurant-entertainment center for grownups; think Chuck E. Cheese but with video games for adults and Internet based ordering. This isn't your typical neighborhood sports bar with Golden Tee, darts and pool tables. Think NTN Trivia to the nth degree. Customers order their food, such as Crispy Sushi Roll, Southwestern Caesar Salad and Spicy Thai Shrimp Pizza, through touch screen technology. There is no waitstaff. Runners bring the food out to the table. Games are played at the table, either with your dining mates or with others in the restaurant. Games are free as long as you're eating and/or drinking.

While Bushnell was coy with the SFVBJ about his franchising plans, the company's web site says "Our current plan is to grow with a combination of company owned restaurants and franchising. We plan on opening up the franchising program in the fourth quarter of 2006." The company is only targeting a handful of states for the time being and that's probably a good idea. This concept might fly in L.A. or Chicago, but maybe not in smaller cities.