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Partnerships with best-in-class original restaurant concepts that have stood the test of time.


ICONcepts build upon, extend and reflect bona fide icons.

A bona fide icon is a brand that meets three criteria.

  • Best-in-class reputation
  • Stood the test of time
  • Distinctive name that defines the brand
Joe’s Seafood, Prime Steak & Stone Crab

Joe’s Seafood, Prime Steak & Stone Crab

The first ICON partnership was established with Joe’s Stone Crab, Inc. of Miami Beach, Florida. This famous restaurant, opened by Joe and Jennie Weiss in Miami Beach in 1913, began serving Florida Stone Crab in 1921. In 1999, ICON and the Weiss Family formed Joe’s Stone Crab Development Company to develop the brand beyond Miami.

The first ICONcept, Joe’s Seafood, Prime Steak & Stone Crab, opened on October 19, 2000 in Chicago at The Shops at North Bridge. A poll of Chicago Magazine readers promptly named it “Best New Restaurant of the Year.” A second Joe’s Seafood, Prime Steak & Stone Crab opened on October 22, 2004 in Las Vegas at the Forum Shops at Caesars.

Visit the Joe’s Seafood, Prime Steak & Stone Crab website
Krispy Kreme Doughnuts & Coffee

Krispy Kreme Doughnuts & Coffee

The second ICON partnership was established with Krispy Kreme Doughnuts, Inc. of Winston-Salem, North Carolina. Vernon Rudolph opened the first store in Winston-Salem on July 13, 1937 making America’s best-loved doughnuts. In 2000, ICON and KKD formed KremeWorks LLC to develop the brand in Washington, Oregon, Alaska, Hawaii and British Columbia.

The first ICONcept, Krispy Kreme Doughnuts & Coffee, opened in Issaquah, Washington on October 30, 2001. KremeWorks developed and operated a dozen Krispy Kreme Doughnuts & Coffee shops in the Pacific Northwest and Hawaii.

Visit the Krispy Kreme Doughnuts & Coffee website


The third ICON partnership was established with PICK-QUICK Drive In, Inc. of Fife, Washington. This classic drive in was opened by Jay Adolph and Henrietta Olsen in 1949. PICK-QUICK is owned today by by Joe and Betty Burgi. In 2007 ICON founder Gerard Centioli and Joe Burgi formed PICK-QUICK Development Company LLC to develop the concept beyond Fife.

The first ICONcept, the PICK-QUICK Drive In Flagship, brole ground in Auburn, Washington on September 27, 2010. On October 1, 2010 USA Today named PICK-QUICK Drive In the “Best Burger Joint in the State of Washington” in its list of “51 Great Burger Joints in America.” On March 8, 2011, the 12th Anniversary of ICON LLC, the PICK-QUICK Drive In Flagship opened.

Visit the PICK-QUICK Drive In website
The Musso & Frank Grill

The Musso & Frank Grill

The ICON relationship with The Musso & Frank Grill began on October 20, 2009 on a consulting basis. After 10 years, and the 100th Anniversary of The Musso & Frank Grill on September 27, 2019, ICON and the Echeverria, Jones and Kohlmeyer families, are evaluating locations for their first ICONcept.

Visit the The Musso & Frank Grill website