Jon Taffer Shrinks Tavern Format to Lift Sales per Square Foot

Jon Taffer says a smaller Taffer’s Tavern format is producing about 40% more sales per square foot than the concept’s original design. The franchise has three traditional restaurants and one quick-service location open, according to Entrepreneur’s September 22 profile.

The original taverns measured roughly 5,000 to 6,000 square feet. Taffer told Entrepreneur the newer version is about 2,500 square feet, making it easier to operate while fitting more business into less space. The 40% comparison is Taffer’s figure, not an independently verified performance measure.

The company has also changed when some restaurants serve customers. Taffer said the Orlando location skips weekday lunch and opens at 4 p.m., avoiding a second daytime shift. The approach cuts scheduled operating hours, though it depends on local demand.

Those changes reflect a broader pitch for franchising: give owners operating systems for costs, accounting and consistency, rather than leaving them to build every process alone. Taffer has been a franchisee and consultant as well as the founder of his own restaurant brand.

He says would-be buyers should judge a franchise by its ability to generate sales, not just by its training or operating manual. One question he recommends is how companywide sales at existing stores compare with the same period a year earlier.

Taffer also urges buyers to inspect a working location before signing. Seeing the service, food and day-to-day operation can show whether the business suits the buyer and the local market.

For Taffer’s Tavern, he says restaurant experience is less important than customer service instincts and commitment. The franchise’s own materials list 6% royalties and a separate 2% marketing contribution, costs that reduce a location’s revenue before other expenses.

The smaller footprint does not make ownership passive. Taffer warns candidates to expect long shifts, late inventory counts and staff shortages that may leave an owner working the dish station. His model aims to simplify operations, not remove the work.