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RETAIL REVIEW 38 • SHOPPING CENTER BUSINESS •August 2016 training process — to hand select the beers that will be sold on tap. "Out owners have the flexibility to buy the beers that are available in their local markets," says Rob- inette. "Craft beer is very much a local, community-driven industry and we have that same mentality. When we go into a new market, we look at the local brewer- ies that are in that town and build our tap wall. If there is a good representation of local brewers, the owner can add more taps to support those local breweries." While this may sound daunting to a franchisee without a vast knowledge of craft beer, Robinette believes that a deep well of knowledge isn't necessary for a Casual Pint owner. "Our model and training is built so that you can be a craft beer connoisseur and enjoy and run a suc- cessful business, or you can be someone from a completely different background who enjoys craft beer but don't know a lot about it," says Robinette. "We have a mixture of all types of owners throughout out network." While the core demographic for The Casual Pint is male be- tween the ages of 35 to 55 with disposable in- come, Robinette notes that craft beer appeals to a variety of ages and demographics. "The cool thing about the craft beer industry is that it appeals to so many people," says Robinette. "Millen- nials enjoy craft beer and are drinking a lot of it. Women are also very involved in the craft beer scene and community as well — it appeals to all demo- graphics, and we aim to do the same thing with our stores." The latest innova- tion that The Casual Pint is rolling out in stores is a small food concept. "Our food concept is only in a few of our locations," says Robinette. "It's very much small bites and appetizers that pair well with a variety of beers." The Casual Pint's menu includes hot wings, salted pretzels with beer cheese, sliders and flatbreads. "You can make a meal out of our food concepts, but it's definitely meant more to compliment your beer as you're sitting having a couple of pints with your buddies or with your sweetheart." The Casual Pint works best in shopping centers with a mix of retail and fast casu- al tenants, according to Robinette. "We look for good co-tenancy and a patio opportunity, if possible," says Robinette. "We like to have additional retail and a mix of fast-casual restaurants. Even an ice cream shop or nail salon is appealing. We are very reliant on the three-mile radius surrounding our stores, so we like lots of rooftops — we want to be the local beer place within that community or neighbor- hood. That's how we run our business, and that's how we're continuing our growth." SCB The Casual Pint offers a marketplace featuring growlers and six packs, as well as a bar. Visit Us At ICSC Western Conference & Deal Making San Diego, CA Booth 312