Theme Restaurants Dish Out The Cuisine - And The Culture

Where else but at the Rainforest Cafe can you sit amid teeming wildlife, both the living and the animatronic variety, watching tropical birds like cockatoos and macaws move about freely through the restaurant's foliage - all the while savoring zesty Jamica me crazy pork chops? Lets see Tavern on the Green try that one.

Theme restaurants are nothing new - the idea was launched by the Hard Rock Cafe chain in 1971 - but only within the past decade has the industry experienced a boom in both popularity and a wide array of concepts: Fashion models, the Middle Ages, blues music, pro sports, and the film industry.

"Theme restaurants have hit the pulse of American society," says Dennis Paine, director of communications for Dave & Buster's restaurant entertainment complex. "People have less time than ever before, they can relax, eat and escape, all in one place."

The premise seems simple enough. find a niche, and they will come. But for all the varied twists, theme restaurants usually share common similarities. Typically large, many eateries seat up to as many as 450 customers while pushing their respective trappings. Also, merchandise bearing the chains logos play a major role. In fact, sales of T-shirts, keychains, jackets, and the like account for 30 to 40 percent of profits for theme restaurants.

Setting itself apart from the rest of the pack,the House of Blues has found success without relying on the sale of souvenirs. "Our economics aren't built upon selling 30,40,50 percent of our revenue on the retail side," says Greg Trojan, HOB entertainment's president and CEO. "Really, the music is the star of the concept, and the great food might be second." such renowned acts as Aerosmith, Elton John, and Sheryl Crow have graced the House of Blues stages. major investors include Dan Aykroyd, Paul Shaffer, and even the Walt Disney Corp.

Specializing in Mississippi Delta-style cuisine, entree prices range from $8 to $18. On Sundays, a Southern buffet is offered as part of a Gospel Brunch show with admission prices at $25-35.

Inspired by the world of film and television, Planet Hollywood, established in 1991, is as famous for it's valuable collection of memorabilia as it is for it's three most well-known shareholders - Arnold Schwarzenegger, Sylvester Stallone, and Bruce Willis.

Grand openings have become major events as thousands of fans gather to catch a glimpse of celebrities who turn out for the festivites. The menu features freshly prepared pasta, exotic salads, burgers, pizza, smoked and grilled meats and fish, and a variety of vegetarian fare. Got room for dessert? Try Schwarzenegger mother's famous apple strudel.

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