Books & Brews coming to Carmel with first franchise location


From left, Carmel Books & Brews franchisees Alex and Lori Stanley, CEO Jason Weurfel, General Manager Molly Grooms and Chief Marketing Officer Mike Hansen. (Submitted photo)

By Chris Bavender

The first Books & Brews franchise will soon open in the Carmel area. Alex and Lori Stanley are the franchise owners. The couple has been regular customers ever since Alex visited a Books & Brews  during his bachelor party in early 2016.

Lori and Alex Stanley will open the first Books & Brews franchise. It is expected to open in Carmel in mid- to late-summer. (Submitted photo)

“The vibe you get when you walk in and are surrounded by books and then a bar offering local food and great craft beer brewed on site just can’t be matched,” Alex said. “When I got home the first thing I did was tell Lori that we had to go back together sometime.”

When the Carmel couple heard Books & Brews founder Jason Wuerfel wanted to franchise, they didn’t have to think long.

“I love Books & Brews as a consumer, and the business model makes it a very attractive opportunity for a young, first-time small business owner. We met within a week of me reaching out to him, and that is when it started to become more of a reality rather than just a dream,” Alex said. “I could immediately sense Jason’s excitement and enthusiasm for the business model, and I could tell he was the type of person you want to go into business with.”

“Their level of interest mixed with how highly we all think of them was a big catalyst to move forward with franchising,” Wuerfel said. “Not only are they great people, but they believe in our mission, and that’s extremely important to me, my staff and everyone who comes to Books & Brews.”

Alex, a CPA, and Lori, a pediatric nurse at Riley Hospital for Children and Peyton Manning Children’s Hospital, as well as a graduate student and Colts cheerleader, know their new venture will require long hours. But they are ready for the challenge.

“I get asked all of the time how there is time for a new adventure. My answer is simple – Alex is my first priority, and when you see him talk about opening the first Books & Brews franchise, you see his whole world light up and the passion pour from his words,” Lori said. “This is his dream, and he has had my complete support from the start without reservation. I will continue to be there every step of the way, and I am so excited for this journey.”

Although an exact location in Carmel hasn’t been selected, the goal is to open the 2,000- to 3,000-square-foot franchise by mid- to late-summer.

“We want everyone, whether they are in the tap room multiple times a week or a first-timer, to feel welcome as soon as they walk in our doors,” Alex said. “We want to provide an experience that is consistent with the existing locations while also providing our own unique personality to the tap room.”

A kickstarter launch party to celebrate the first franchise is set for 8 p.m. to midnight April 21 at Books & Brews, 9402 Uptown Dr., Indianapolis. There will be special discounts, and $1 from each pint of a special brew will be donated to the new Carmel location.

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