Atlanta-based Fire of Brazil, which operates a churrascaria (Brazilian steakhouse) in the Mall at Wellington Green, will soon be expanding overseas. This month, the company announced the sale of master franchise rights for the Middle East and North Africa to the Living Concepts, a company based in the Kingdom of Bahrain. The firm has the exclusive rights to expand Fire of Brazil into the Middle East. Locations to be developed include the Kingdom of Bahrain, the United Arab Emirates, the Sultanate of Oman, Saudi Arabia, Qatar, Kuwait, Jordan, Lebanon, Morocco, Egypt, Libya and Algeria. Site selections have already begun with a tentative first opening to take place early this summer. The success of Fire of Brazil’s two Atlanta locations, along with restaurants in Wellington and Nashville, prompted the initial interest from the Living Concepts. The unique concept lends itself to great expansion into growing tourist-oriented overseas locations. Franchising will be a large component of the company’s expansion plans. The United States will be one primary focus of the expansion, with nearly 75 franchise applications in the last two months. The Fire of Brazil concept is simple. A one-price menu entitles guests to select from 15 types of meats. A gaucho comes around with a sword of meat, serving until guests are satisfied. Fire of Brazil’s menu selections include: Picanha, a garlic rumpsteak; Costela, tender, juicy beef ribs; filet mignon, cut from the tenderloin and seasoned; Linguica, pork sausages; Lombo, pork loin, sizzling with flavor and served with parmesan; Alcatra, cut from the top sirloin and seasoned; Fraldinha, cut from the bottom sirloin and seasoned; Cordiero, fresh, young leg of lamb sliced off the bone and served as chops; Costela de Porco, tender pork ribs that have been slow-roasted; and Frango, a variety of cuts including chicken legs and breasts wrapped in bacon. The concept also has an extravagant salad bar, which is offered with the meal. These items vary daily and include fresh smoked salmon, radicchio/mesculin salad, seafood salad, smoked bacon ceviche, hearts of palm, sun-dried tomatoes, baby corn, buffalo mozzarella, roasted eggplant, portabella mushrooms, potato salad, cold pastas, manzanilla olives, herbed sweet onions, sliced beets, artichoke hearts, jumbo asparagus, prosciutto-wrapped melon, pepper salami, imported cheeses and fresh breads. The Wellington restaurant is located in the Mall at Wellington Green near the Patio Verde entrance. For more information, call (561) 333-8101 or visit www.fireofbrazil.com. |
