First they were biscuit barons, then pizza princes. Now, they've extended their restaurant empire to encompass the realm of the double-entendre.
Partners Jeff Brakebill, Greg Beairsto and Tim Kelly will combine sofas, burgers and a generous helping of irreverence at their new Dayton Boulevard location.
They're calling it Sofa King Juicy Burger.
"The theme, obviously, is sofas," Brakebill said.
Bakewell and his partners already operate Aretha Frankenstein and Crust Pizza restaurants in the Chattanooga area.
Their newest venture will feature a 45-foot sofa that will wrap around the interior of the restaurant. Bakewell said he plans to decorate the space with retro sofa-related advertising.
The concept is so new that they don't have all the details hammered out for the new burger joint, he said.
Brakebill revealed that the restaurant will have locally sourced, grass-fed hormone-free beef, as well as milkshakes cooled by liquid nitrogen.
He's bringing some "extraordinary" buns from an Atlanta bakery, and plans to have local tomatoes and lettuce.
"We're trying to make a product we want our kids to eat," Brakebill said. "It's going to be worth the wait."
Until the new restaurant is formally announced, he doesn't want to promise too much.
"I don't want to sit on a soapbox and say how great it is," Brakebill said. "I want somebody else to try it and say its great. We want to see what the public is going to say."