TJ Hartford's Sports Grille

April 2003 Logo

TJ Hartford’s Grill & Bar (Formerly TJ Hartford’s Sports Grille) was a single restaurant and company created by CEC Corporate on October 1, 2001 and lasting to February 17, 2008.https://web.archive.org/web/20020605030127fw_/http://www.tjhartfords.com/company.html^[1] The only location was located at Lewisville, TX (1960 S Stemmons Fwy).

History

TJ Hartford’s would begin as a concept within CEC Corporate to grow their restaurant business. As a juxtaposition to Chuck E. Cheese’s children-centered marketing strategy, TJ’s would appeal to an adult demographic by being a large contemporary dining restaurant- including a bar and multiple dozen TV’s scattered throughout the building for sports entertainment. CEC Corporate considered TJ’s to be ‘-a new expansion vehicle to compliment our future growth strategy’.https://web.archive.org/web/20020605030127/http://www.tjhartfords.com/company.html The company would be created as TJH Restaurant Group, Inc. in 2001. The first location would open on October 1, 2001^[1], though another source also states September 2001- possibly a soft opening.^[2] The restaurant would feature arcade games for additional entertainment, crafting special tokens for the machines. At some point the company would switch to quarters for play.^[3] Plans to open a second TJ’s in 2002 would be considered, but never materialized.^[4]

Rebrand

By April of 2003 the company’s logo would change from a more fancy design to a rougher bolder look, alongside its name changed from TJ Hartford’s Grill & Bar to TJ Hartford’s Sports Grille. The company’s website would also be given a brighter and flashier look, now with the slogan ‘The Grill is on.’ ^[5]

Marketing Changes

By mid-June of 2004, the company would reduce the cost for playing its arcade games from a quarter down to a nickel. A kids menu would also now be featured in the restaurant, alongside Happy Hour drink specials.^[6] By November 29th of 2004 the company would begin offering fundraising parties for companies, where 10% of proceeds from food purchased would be given to the organization. By November 4th of 2006, the location would now offer late night specials.^[7]

Closure

The store would close on February 17, 2008.^[1] The location, its equipment, and its land would sell in April of 2008 for $1.3 million. In connection with the sale, a $0.8 million grain was also had with ‘Other operating expenses’.^[8]

Corporate Staff

• Joe Elliott - Director of Menu Development^[1]
  • Former head of product development for T.G.I. Fridays
• Richard M. Frank - Chairman & Chief Executive Officer^[1]
• Jon M. Rice - VP of Marketing^[1]
  • Also the VP of Marketing for CEC itself, both lasting till 2005.