Firebirds CEO details casual chain’s unique approach to value through experience
Steve Kislow shares the branding and service components that build loyalty with guests
June 4, 2026
As restaurants continue to look for ways to drive value for guests without simply discounting prices, one polished casual chain has found success in communicating value through its branding and experience.
Firebirds Wood Fired Grill, the Charlotte, North Carolina-based concept that now has nearly 70 locations in 21 states, sits on the upscale side of the casual-dining spectrum, with prices mostly in the $25-$45 range for dinner entrées. But the brand is still committed to providing value to all manner of guests, from kids and families to couples on dates to business lunches, and accomplishes that through its hospitality and unique, wood smoke-inspired branding.
“The [consumers’] palettes are more educated and they're more interested in value,” said CEO Steve Kislow. “But the consumer also appreciates more than just price. It’s total experience, and you get that through a combination of hospitality [and] quality of food, and all of that you can divide by price and that equals an aggregate of value.”
Kislow joined the latest episode of Take-Away with Sam Oches to talk about the different branding and service elements that come together to provide value in a polished casual environment.
In this conversation, you’ll learn more about why:
Embrace evolution, not revolution
Your branding opportunity begins with your storefront
Kids are just as ready to engage with your brand as their parents
Your beverage program demands as much creativity as your food
Technology can help you ratchet up your hospitality as a differentiator
Embrace evolution, not revolution
Your branding opportunity begins with your storefront
Kids are just as ready to engage with your brand as their parents
Your beverage program demands as much creativity as your food
Technology can help you ratchet up your hospitality as a differentiator
Contact Sam Oches at [email protected].
About the Author
Sam Oches
Editor in Chief
Sam Oches is an award-winning Editorial Director with Informa Connect Foodservice and editor in chief of Nation's Restaurant News and Restaurant Hospitality. A graduate of the E.W. Scripps School of Journalism at Ohio University in Athens, Ohio, Sam previously served as Editorial Director of Food News Media, publisher of QSR and FSR magazines. He’s a past president of the International Foodservice Editorial Council (IFEC) and a past board member with the American Society of Business Publication Editors (ASBPE). His foodservice insights have been shared in national media outlets such as the New York Times, USA Today, National Public Radio, and CNBC. He lives in Columbus, Ohio, with his wife and three kids.
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