The newer restaurants are also more open, with more tie-ins to nature and the Everglades lodge theme. The menu proclaims it is "where the locals go." Waiters and waitress, called Everglades Guides, wear shorts and bright shirts. One of the new dining areas is a patio for up to 50 guests with less clutter and kitsch than before, but that still includes stuffed alligators and the rocking chairs and tables. Timoteo is looking for a broader demographic and is getting more of the midscale family people, empty nesters and babyboomers. Despite the fact that Florida is not the easiest state for restaurants due to high land and utility costs, a rotating crowd of customers and a lot of competition, it seems that the R.J. Gator's has been experiencing success for a number of reasons. The owner has been locating his restaurants near malls to draw crowds. The fact that his place looks different than the other local joints is another plus. Other positives are the reasonable cost for a meal, as well as the eclectic but not too weird decor and choice between munchies and full meals. Timoteo has been in the restaurant business for a long time and has been taking his time building up the business and getting it right before expanding. It looks like he is as good of a businessperson as a restaurateur and entrepreneur. This year, a former senior VP of Citibank said he was going to open 10 of the restaurants, so he must be quite impressed with what he has seen. Mike Costello, a former partner with Outback Steakhouse, has joined the R.J. Gator's team to develop the South Florida market, which looks like another coup.

From what is seen, the company has quite good web presence as well as marketing for franchisees....

For customers, it runs local advertisements in the press and some TV/radio. When the restaurant moves to locations outside of Florida, especially in the North, it may have to market somewhat differently to let people know not to be turned off by the more rustic and gimmicky look. Yet, diners, even in staid New England, are looking for gimmicks, so it should work if the food is good for the money. Outside of Florida it may be better to market more to the younger singles crowd, which does not seem to be high on the list of the present marketing mix but does a lot of eating out in other parts of the country. Also, it has been recommended that the restaurant promote more of the take out or curbside service, which would also do well where there are a lot of two-wage families that do not have time to make a meal for dinner.
Promoting more to the full family, especially children, may also be more necessary in other markets. The menu will have to include dishes that are of interest to younger tastes in addition to the fish that is more to adult liking. Some games for the kids would probably also be helpful. Restaurants such as Cracker Barrel also have had luck with their attached stores. Since R.J. Gator's is from another state with different products than the norm, the same may true here as well. It probably would be smart, however, because of the more environmentally concerned clientele outside of the south (or so they say they are), not to sell gator claws and purses -- or have fake ones that the children will beg for.

Overall, it appears that the restaurant should do well expanding as long as it does not lose its Florida "flavor" and can market to diners outside of the Southern states.