It’s been a slow summer for local restaurants, and even big players like Atlas Restaurant Group aren’t immune to the slump. “It’s not a Baltimore thing,” said founder Alex Smith, who blames worries about the economy and the upcoming election for the downturn in business. “It’s a nationwide thing.”
Smith and Atlas are hoping for a shot in the arm with a new marketing partnership with the Baltimore Ravens, announced Tuesday by the team. The venture, Smith said, will help boost the company’s regional profile at a time when it’s expanding its reach in the Baltimore area as well as in Annapolis and Delaware. Appearing at local sporting events “extends our brand out of the four walls and front door of the restaurant.”
Atlas operates eateries in both the city and neighboring Baltimore County, which Ravens chief sales officer Kevin Rochlitz said is “where our fanbases are. We’re excited about that.”
It doesn’t hurt that team leaders and players also love eating at Atlas. Fullback Patrick Ricard and left guard John Simpson name-checked The Bygone in a list of players’ favorite restaurants earlier this year, while Ricard, alongside tight end Charlie Kolar and safety Kyle Hamilton, also recommended Tagliata.
Atlas isn’t the first big local restaurant name to team up with the Ravens. Rochlitz said Jimmy’s Famous Seafood has partnered with them for five years and used Ravens games as well as other local sporting events to boost its presence. “We love those guys,” Smith said of the Dundalk restaurant.
During football season, fans can win game tickets, giveaways and find food and beverage offers through the Atlas Rewards app. On Fridays during the football season — a.k.a. “Purple Fridays” — fans can find a $12 burger and Miller Lite combo and other specials at James Joyce, Watershed, The Valley Inn, Italian Disco, The Choptank or Waterfront Hotel. This Friday, Atlas will throw a party at Watershed, its restaurant in Cross Street Market, with Ravens cheerleaders and mascot Poe.
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The partnership is the latest step in the company’s ever-expanding portfolio. Atlas just announced that it’s looking to add a fourth concept in Maryland’s capital, set to occupy the former Stevens Hardware building. The company already runs a branch of the Choptank in downtown Annapolis and is in the process of overhauling the former Pusser’s, which will become two separate eateries.
Earlier this summer, Atlas launched a partnership with Delaware’s Big Fish Restaurant Group, bringing the company’s total holdings to 50 eateries across the nation. Atlas is now one of the top 10 largest restaurant groups in the nation.
Closer to home, Atlas is working on a new Chinese restaurant in North Baltimore’s Village of Cross Keys, as well as an Asian restaurant and new corporate headquarters in the former Pazo space.
And Smith is hoping to see more sports in Atlas’ future, including a possible collaboration with the Baltimore Orioles, too.
