* The Table presents the results at 5 affiliate operated dine-in locations that were open at least 12 consecutive months as of December 31, 2018. Table 1 does not include results from (i) one affiliate operated location that was not open at least 12 consecutive months as of December 31, 2018, (ii) 3 affiliate operated carry-out only locations with no dine-in facilities, and (iii) our two affiliate franchised locations in Atlanta for which we do not have access to any detailed financial information, as they are not required to submit that information to us. None of these locations closed during 2018.
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This Is It! was founded more than 35 years ago by the Anthony family who have a rich, 80-year history in the restaurant business.
The dream for Butch began in 1951 when his parents opened their restaurant in Tampa, Florida. That’s where Butch received his first taste of the entrepreneurial experience, where he learned to cook, where he learned the importance of warm, friendly service and where he first dreamed of opening his own restaurant.
In 1976, Butch opened his first restaurant in Atlanta and seven years later, Butch and his wife founded This Is It! BBQ & Seafood. Heralded as local pioneers of southern home-style cuisine, their focus then, as it is today, was to promote quality food and family pride. With more than 25-years in the restaurant industry, Butch’s This Is It! restaurants are recognized for their exceptional hospitality while serving the best southern home-style dishes.
In 2016, Belief Brands Partners, LLC was formed to be the franchisor of This Is It! under a renewing 50-year licensing agreement.
Shelley & Lillian Anthony
The torch is passed to Shelley (Butch) Anthony III. His first restaurant was called Butch’s Slide-Inn Bar-B-Q on Blenwood Rd. in Decatur.
The first This Is It! Seafood only.
The first This Is It! Bar-B-Q only and Pit.
The first This Is It! Bar-B-Q & Seafood combined store.
Our first cook-off (and we won). AJC Cook-Off 20yr Anniversary on Labor Day Weekend.
The first sit down Express store.
Renovation of This Is It! Superstore (without closing!)
Largest catering event. 1600 served.
Hairston location opened.
Stonecrest becomes the first with the new logo and new store design.
Fayetteville location opened.
East Point location opened. Becomes first to use the new logo and store design.
This Is It! Opens corporate office in Fayetteville.
Old National Hwy. location opened.
This Is It! Opens 7th corporate store on Panola Rd.
Voted Best BBQ in America.
Started Online Ordering.
Butch Anthony had dinner with President Obama, Oprah Winfrey and Tyler Perry at Tyler’s house.
Launched Franchising Program.
Corporate HQ & Event Cetner, Camp Creek ToGo Location opened
This Is It! Opens 8th corporate store in Morrow
Renovation of This Is It! Superstore. (all new in 10 days!)
Launched This Is It! Food Truck.
This Is It! Opens 9th corporate store in Fayetteville
This Is It! Opens 10th corporate store on Hwy 85 in Riverdale
GQ House of Representatives Acknowledgement
This Is It! Opens 11th corporate store in Stockbridge
Belief Brands Partners was formed by Atlanta-based private equity firm Corlex Capital. Corlex has recruited a leadership team for Belief Brands that has more than 100-years of restaurant management and franchise experience. The Corlex Partners have sponsored investments in more than 10 restaurant and franchising companies, and have specialized in private equity, investment banking and operations, with a particular focus on restaurants and franchising. Along with an experienced board of directors, including Mr. Shelly “Butch” Anthony III, Corlex will oversee Belief Brand’s growth.
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