Brandon and Cindy founded 404 Smoke Shop in 2018 and built 4 locations. 404 meant so much to us that we decided to open a Sports Bar. It was only fitting that we call it 404 Sports Bar & Grill.
(SORRY FOLKS to bust bubbles. But there have NEVER been any other owners)
Our Brand Story
Brand Story of Our Sports Bar & Grill
Origin: Having spent years looking for the perfect spot to enjoy a meal while watching the game, Brandon and Cindy realized there was a gap in their community. They wanted a place that offered a safe, fun environment with quality food that everyone could enjoy. Their personal experiences fueled their passion to open a Sports Bar & Grill that not only meets the needs of families and sports fans but exceeds their expectations.
Additionally, they recognized the demand for high-quality dining options that could cater to the vibrant business community in the area. They aimed to create a space conducive to hosting business meetings during the day, providing a professional yet relaxed atmosphere. Their mission is to offer exceptional catering options that meet the needs of local businesses while ensuring that everyone feels welcome to indulge in great food and celebrate the joy of sports together.”
Customer Engagement: “At 404 Sports Bar & Grill, we believe that great food is just as important as the game. That’s why we pride ourselves on our scratch-made menu, featuring everything from house-smoked wings to gourmet burgers. We invite our guests to not only cheer for their teams but also to indulge in flavors crafted with care. Join us for themed food nights where our dishes celebrate the spirit of the game!”
Revitalization Story: “When we first laid eyes on the restaurant space that had been closed for 13 long years, we saw not just a building, but a canvas for possibility. Brandon and Cindy, with their shared passion for sports and great food, knew they could breathe new life into this place. They dedicated themselves to revitalizing the space, bringing in fresh designs, top-notch equipment, and a vibrant atmosphere that reflects their vision. Their goal is to fill a gap in Clayton County, which has fewer dining options compared to the surrounding areas. We’re committed to being among the best, not just in terms of food quality, but also in creating a welcoming environment where everyone feels like they belong.”
In July 2021, we received the keys to a vacant space in Southlake Mall in Morrow, GA. The retail location used to be a Ruby Tuesday and had been closed for 13 years.
This is what it looked like when we first got the keys.
Challenges: “Every journey comes with its hurdles, and ours has been no exception. Competing with big brand restaurants that often overshadow independent establishments has been a significant challenge. While these chains may have larger marketing budgets, we’re committed to proving that quality and flavor can outshine quantity.
Additionally, being located in a mall with less foot traffic than other areas has made raising awareness about 404 Sports Bar & Grill a continuous effort. We’ve embraced this challenge by actively engaging with the community through events, promotions, and social media to let everyone know what we’re all about.
Finally, we’ve faced the reality of fluctuating food prices, which can put pressure on maintaining our commitment to high-quality, scratch-made dishes. We believe in transparency with our customers and have made it a priority to keep our prices fair while ensuring that every meal served is worth every bite. Despite these challenges, we remain passionate and dedicated to creating a space that offers an exceptional experience for our guests.”
Our Team: “At the heart of our Sports Bar & Grill is our incredible team. As owners, Brandon and Cindy believe in being hands-on, actively working alongside our staff to foster relationships and create a collaborative atmosphere. We see our team not just as employees, but as an essential part of our family.
While we can be tough managers, holding high standards for both quality and service, we also strive to bring out the best in everyone. We celebrate the unique personalities and talents of our team members, understanding that each person contributes to the vibrant energy of our bar. We believe that when our staff feels valued and motivated, it reflects in the service they provide to our guests. Together, we’re not just building a business; we’re creating a community that thrives on passion, hard work, and a shared love for sports and great food.”
