Brenda Pitre
December 11, 2009Irma Illum
December 22, 2009
Al Jr. continuing his dad’s legacy with Copeland’s
Restaurant has 20 locations across U.S., including Houma site; family growing Al Sr.’s business vision, foundation
By MICHAEL?DAVIS
Copeland is a last name that can’t be forgotten, or at least not yet. Starting with fried chicken in the 1970s and expanding to Cajun-style cuisine in the 1980s, Al Copeland Sr. paved a path that only his son could follow. Even with an economy on the brinks, Al Copeland Jr. – now chairman of Al Copeland Investments – said his father’s efforts are still proving fruitful, even after his death in March 2008.
The man who was once known for his Popeye’s Chicken franchise discovered he had a malignant salivary gland tumor around November 2007.
Although Copeland Sr. was often noticed for his flamboyant lifestyle, much of his success was due to his laborious nature, said Copeland. But for many, nothing describes his father’s legacy better than fast cars, speedboats and the multitude of business ventures he left behind.
“[My father] was an incredibly hard worker. It didn’t matter whether it was 1 or 2 in the morning. He would always tell me I should go home, but I would say no,” recalled Copeland. “We work hard, we work late. As long as you’re working smarter [and longer], you can be better than your competition.”
After his father passed, Copeland said he kept doing the things he had been taught for years. “[I was] trying to keep things going and keep our family going,” he added.
Copeland then launched a franchise program – Copeland’s of New Orleans – focused heavily on authentic New Orleans-style cuisine. Restaurant interiors across Louisiana now showcase gas lanterns, murals and wrought iron designs to ensure customers get the right vibe. “We’ve been pretty successful with [the franchises] so far,” said Copeland, “Ševen with a down economy.”
The Copeland’s brand is nearly 26 years old and is still producing made-from-scratch delicacies.
According to company officials, Copeland’s has 20 locations nationwide, including one in Houma, La., that appear to be experiencing increased growth.
Copeland’s Cheesecake Bistro and Copeland’s Social City are also seeing a boost in business in Metairie. Coupled with quality food, Copeland’s has decided to delve into small plate offerings and appetizers that offer a bigger bang for the buck. Franchise managers said both restaurants would need to be fine tuned before expanding out of the New Orleans area.
However, food isn’t the only thing on the agenda. Copeland is also the spearhead of several hotels and improvisation comedy clubs. “I think Improv is going to be a force to be reckoned with in the future,” he said. And while comedy may seem a bit out of place, it has found itself among the ranks of popularity.
Improv made it’s way onto Copeland’s to-do list after a spokesperson for the University of New Orleans approached the family about supporting the struggling industry. Today, Copeland owns six comedy clubs – five in California and one in Pennsylvania – that he “plans on merging” in the future.
Diversity and special attention to detail have helped the Copeland name defend itself against pitfalls in the economy. “I think [offering something different] keeps us ahead of the game when it comes to the economy and people making choices [about food],” said Copeland. “We constantly look at what our customers need.” And by doing that, the Copeland name has set the benchmark for excellence in the local restaurant industry.
Like his father, Copeland said he is a food guy that loves being in the test kitchen. “I oversee any and all food that’s on the menu right now.” But good taste is just one of the many aspects that have helped the empire grow.
Businesses should know their core brand, who their customers are and understand the supply and demand characteristics of their local market, explained Copeland. “Once you understand that, then you can make adjustments that you need to make, either [by adding new] items or switching your brand.”
With the development of Social City, Copeland sought to address the need for special event hosting. “Even in touch economic times people will still celebrate their weddings, anniversaries and birthdays,” he said.
But unlike banquet halls who mostly cater to large groups, Social City has the capacity to support small groups of 20 or up to 100 people. With around 900 employees in a 60-mile radius, Copeland said the restaurant could handle just about any event.
However, more important than the success of his multiple business ventures is the preservation of his father’s memory.
After being diagnosed with Merkel Cell Carcinoma, Copeland’s father announced two goals he hoped to accomplish before death: Create a foundation charged with finding a cure to Merkel Cell and breaking the world speedboat record.
The Al Copeland Foundation was formed in his honor and according to Copeland has raised nearly $400,000 to fight cancer.
A speedboat project that had been in the works for three years was recently unveiled in Key West, Fla. The boat floats in at 56 feet long while boasting nearly 12,000 pounds of horsepower – so don’t engage the throttle too quick.
Copeland plans to break the world speedboat record of 205.49 mph early next year.
“There is a lot going on. [But] the thrust of my work is to try and keep my fathers legacy alive and we’re doing that through the restaurants that he created,” said Copeland. And to stay on top, “[we] offer things you can’t get anywhere else.”
At one point, he hopes to see international acceptance of the Copeland brand. “The sky is the limit.”
Al Copeland Jr. (right), sister Charli Copeland and Chris Paul as they debut the CP3 dish at Copeland’s Social City in New Orleans. The Copeland’s name is quickly becoming the standard for quality amongst local restaurants. *Photo courtesy of COPELAND’S RESTAURANT
