HENRICO COUNTY, Va. – A North Carolina-based restaurant chain is working on a multi-million dollar rebrand of its location in Henrico’s West End. Battleground Restaurant Group has closed its Tripps Restaurant at 9318 W. Broad St. to transform the eatery into a Kickback Jack’s, the company’s other restaurant concept.
Tom Mincher, president of Battleground, said he expects the location to reopen in August as the company’s seventh Kickback Jack’s. He plans to spend more than $2 million to renovate the property.
“We have the capital to finance it,” Mincher said of the changes. “It’s basically going to be a new building.”
Mincher said new development nearby and an influx of other restaurants motivated the move away from Tripps, which he opened in 1994.
“We’ve seen a deterioration in our sales since 2008,” Mincher said.