FSR recently published an article sharing the partnership between Harrison and Consolidated Restaurant Operations, parent company of III Forks. Below is the transcript.
Founded in North Dallas in 1998, III Forks originally was lauded for its big, brash, unapologetically over-the-top steakhouse experience. It was the perfect mainstay for the bold young business executives changing the face of North Texas. Many of those loyal fans still dine frequently in the acclaimed restaurant, which moved to Frisco in 2020.
When III Forks decided to return to its North Dallas roots with a location in Addison’s bustling Village on the Parkway, the executive team recognized the need to create a dining aesthetic that retained the brand promise that is core to the restaurant’s ethos while reinterpreting the experience for today’s diner.
Fortunately, the perfect partner for this brand evolution was just down the street. The team at Consolidated Restaurant Operations, parent company of III Forks, engaged one of the industry-leading hospitality branding and design firms, Harrison. The III Forks project is especially fitting as Harrison’s U.S. offices are also located in Addison, blocks away from the new III Forks location.
Harrison is renowned for its strategic branding and experiential restaurant design work. While founded in Birmingham, England, the design firm now boasts additional offices in Melbourne, Australia, and Addison, Texas. In addition to its work for celebrity chefs and creating restaurant brands, it serves as global design lead for Fogo de Chão, where its projects can be seen everywhere from Brooklyn, New York, to Sao Paulo, Brazil. But Harrison’s international footprint doesn’t keep it from hyper-local successes. In Addison, it was praised for its impactful design as architect on Sidecar Social, also in Village on the Parkway.
“When I came to the United States to open Harrison’s Addison offices, we admired and frequently dined at III Forks,” says Keith Anderson, CEO of Harrison. “I had the chance to present to CRO at an industry conference 10 years ago. Over the years, we continued discussions with the company and are grateful for the opportunity to rejuvenate the design of this much-loved premium steakhouse brand.”
“We want III Forks to be relevant and meaningful to each successive generation of steakhouse diners from baby boomers to Gen Zs, to the generations yet to come,” says Curtis Osmond, president of III Forks. “In Harrison, we found the perfect partner to create a compelling design and brand defining guest experiences.”
Harrison’s unique creative process has allowed CRO to work with a team led by Cal Young, Harrison’s vice president of design, to create a refined, contemporary brand identity in only two months. The Harrison approach begins with strategy and understanding to form the brand identity, architecture and interior design.
View full article at FSR Magazine.