P.J. Whelihan’s makes it to 40 years growing one wing at a time

What started as a single restaurant in Lehighton has grown into one of the region’s most successful restaurant chains.

Celebrating its 40th anniversary in December, the PJW Restaurant Group started in 1983 when Bob Platzer opened what was then called Platz’s.

It was 10 years later that the first restaurant opened under the now well-known name of P.J. Whelihan’s in Allentown.

Thirty years later, the restaurant group boasts 30 restaurants –23 under the P.J. Whelihan’s brand — in the region spanning from Harrisburg, throughout the Lehigh Valley, Philadelphia and South Jersey regions.

It’s a success story in an industry where failure is common, and CEO Jim Fris said the company plans to continue its growth into the foreseeable future.

If you ask one of the restaurant chain’s fans what is the one thing that has continued to bring them back over the years, many may say the Buffalo wings.

The chain is known for its breaded and fried wings and Fris doesn’t deny they are a big attraction.

The PJW Restaurant Group sells more than 10 million wings annually and wings account for about 22% of the restaurant chain’s food sales. Although Fris said nachos, burgers and salads are also popular with diners.

The chain is also known for its large variety of beer and was one of the first restaurants in the Lehigh Valley to offer a large variety of beers on tap.

In 2006 the restaurant even launched its own signature beer, PJW Copper Lager, which is brewed by the Victory Brewing Company.

The restaurants sell more than 100,000 barrels of the brew each year.

But Fris said it’s more than wings and beer that have kept the restaurants in business.

“It’s a combination of good food, good service and reasonable prices,” he said.

At a time when expenses are increasing across the board, people have less discretionary income and restaurants count on that discretionary income to drive their business.

By having an atmosphere that is nicer than a fast-food restaurant, but less expensive than a white tablecloth restaurant, he said P.J. Whelihan’s fills the right niche for the average family’s entertainment and dining budget.

He said another key emphasis at the restaurants is fun.

“If you went out to a restaurant and you didn’t have fun for your money you’re not going to go back,” he said.

That’s where the friendly staff and lively atmosphere come in, Fris said.

While he’d like to think of each of the restaurants as neighborhood pubs versus sports bars, he said there’s no doubt that on days and nights when there’s big sports events, his restaurants draw in major crowds.

They do put work into being a sports destination. P.J.’s newest location in Conshohocken, which opened in October, has fifty 86-inch television screens for sports fans to catch the game.

“We do believe it’s the best place to watch a game,” Fris said.

But, he said, that big-draw sports games aren’t on all the time, so if they don’t have that core balance of good food, good service and reasonable prices, business wouldn’t be as steady as it is.

With more than 2,500 employees across its footprint, bringing in crowds to support those workers’ income is important.

“It’s hard to make money when there’s no customers,” Fris said. Being a busy restaurant chain means servers and bartenders can make excellent money, which has made it easier for it to recruit staff where others are struggling.

“If the restaurant you work in is busy you can make a lot of money,” he said.

And while the restaurant group did struggle during the pandemic slowdown, like all restaurants, Fris said the company has already rebounded and is doing business at or above pre-pandemic levels.

The business has, however, changed. P.J.’s restaurants have doubled the amount of their takeout business, but they’re not open as late as they used to be.

“There just isn’t as much late-night business. People don’t go out late anymore,” he said.

While the restaurants used to be open until 2 a.m. every night, they are generally closed by 11 p.m. on weeknights, with the kitchen closing at 10 p.m.

He said staffing isn’t an issue. He could get people to work. The customers just aren’t staying as late and are more interested in dining than late-night drinking.

With the business rebounding, Fris said the restaurant group is moving forward with its master plan to open three new locations a year.

He said finding locations has been one of the secret weapons to success. He said the restaurant group spends a great deal of time and effort making sure they are entering locations that will attract the type of business the company wants.

He cited the new Doylestown location, which opened over the summer.

Doylestown is known for its vibrant restaurant scene, but the location PJW Restaurant Group chose offered something many of the existing popular restaurants don’t — parking.

By being located just outside the center of Doylestown, the restaurant can offer ample parking, which he said is an often-overlooked draw in the industry.

Over the next fiscal year, the PJW Restaurant Group plans to open another three restaurants in the Philly Main Line, Delaware County and South Jersey regions.

And while the Lehigh Valley already has three P.J.’s locations, Fris said he doesn’t think the region is saturated by the brand and he’s eyeing at least two more Lehigh Valley locations. He has a pretty good idea where, but he’s not ready to discuss the details.

The restaurant group said its overall footprint is likely to stay the same.  Fris said he believes the chain won’t be opening any locations west of Harrisburg, and is limiting new development in South Jersey, so the Lehigh Valley and Philadelphia regions should see the strongest growth for the company over the coming years.