On Deck Concepts
On Deck Concepts, the restaurant group behind BoomerJack’s Grill, Sidecar Social, and Bedford Icehouse, announced this week that it had initiated a rebranding of its four original BoomerJack’s stores as District 21 Sports Kitchen.
The first store opened this week in Murphy, a town in Collin County. When originally opened, these stores were called BoomerJack’s Wings.
In addition to Murphy, the impacted stores are in Dallas, Denton, and Mesquite. The company said there are plans to expand the District 21 Sports Kitchen brand in the DFW market, according to a press release.
“We love these locations, but they are so different from the BoomerJack’s Grill locations that they almost feel like a different restaurant,” said Brent Tipps, owner and CEO of On Deck Concepts. “So, we are giving them their own name and persona with plans to grow the District 21 Sports Kitchen brand as we also grow the BoomerJack’s brand.
“The teams are remaining the same, the buildings aren’t changing aside from the name, the classic scratch-made BoomerJack’s food and the best drink deals in town will still be there, just under a different name.”
Tipps is a 2018 Fort Worth Inc. Entrepreneurs of Excellence winner.
The transition will involve “subtle changes,” such as updating signage, refreshing artwork, introducing new menu items such as District 21 Pizza, and adopting new uniforms.
“District 21 Sports Kitchen is a place where everyone can come and relax, watch their favorite games, enjoy some delicious food and cold drinks for a wallet-friendly price,” Tipps said. “It’s all about bringing the community together for some good times, great food, and a lot of fun.”