When the Pubbelly boys open restaurants, they call them concepts. Their strategies, though, are not about location. It's not décor. Or cuisine. Or even target crowd.
The concept, rather, is Pubbelly
The word describes not food or ambiance, but brand. And PB Steak — the latest South Beach restaurant to bear the insignia of Miami's fastest-growing restaurant empire — is its most recent poster child.
See also: PB Steak in SoBe: The Pubbelly Trio Strikes Again