Modernizing the Devils Backbone Brewing Company’s Dining Experience

When Dev­ils Back­bone Brew­ing Com­pa­ny, a beloved Vir­ginia brew­ery, decid­ed it was time to refresh their din­ing space with cus­tom restau­rant fur­ni­ture, they turned to Old Domin­ion Fur­ni­ture Co. for help. As the brewery’s oper­a­tion expand­ed from its small Rose­land begin­nings into a large, thriv­ing venue, it became clear that their din­ing facil­i­ty no longer reflect­ed the mod­ern, high-pro­file brand they had grown into. With an ever-grow­ing cus­tomer base and a strong brand iden­ti­ty, Dev­ils Back­bone need­ed a space that was as wel­com­ing and com­fort­able as it was reflec­tive of their suc­cess and con­tem­po­rary aes­thet­ic.

The Challenge: Updating a Dining Space for a Growing Brand

Dev­ils Back­bone Brew­ing Com­pa­ny had come a long way since its ear­ly days as a small brew­ery in Rose­land, Vir­ginia. Now a major play­er in the brew­ing world after being acquired by Anheuser-Busch, the com­pa­ny had expand­ed to include a large cam­pus that fea­tured a brew­ery, a live per­for­mance space, and a din­ing facil­i­ty. How­ev­er, their din­ing space—once fit­ting for a small­er operation—was out­dat­ed and no longer suit­ed their bold, evolv­ing brand.

Their goal was clear: they need­ed a space that would not only meet the expec­ta­tions of their grow­ing clien­tele but would also enhance the guest expe­ri­ence while main­tain­ing a warm, invit­ing atmos­phere. The din­ing area was an essen­tial part of their oper­a­tion, and it had to reflect the high stan­dards and moder­ni­ty of their larg­er brand.

How Devils Backbone Connected with ODFC: Trust in Reputation and Craftsmanship

Dev­ils Back­bone first sought out restau­rant fur­ni­ture solu­tions for their din­ing facil­i­ty through their kitchen equip­ment deal­er. The deal­er, rec­og­niz­ing the brewery’s need for qual­i­ty and cus­tom-designed fur­ni­ture, imme­di­ate­ly reached out to the ODFC team. From there, we con­nect­ed the brew­ery team with an expe­ri­enced design­er in Rich­mond, who would guide them through the design process.

The real turn­ing point came when the Dev­ils Back­bone team vis­it­ed our facil­i­ty in Lynch­burg. This hands-on vis­it allowed them to see Old Dominion’s sig­na­ture crafts­man­ship up close, giv­ing them con­fi­dence in both the qual­i­ty of the fur­ni­ture and the team behind it. Our rep­u­ta­tion for deliv­er­ing high-qual­i­ty, cus­tom fur­ni­ture made with care was a key fac­tor in the brewery’s deci­sion to move for­ward with the project. The vis­it solid­i­fied their trust in us and con­firmed that they were work­ing with a man­u­fac­tur­er who could meet both their aes­thet­ic and func­tion­al needs.

Our strong rela­tion­ships with­in the indus­try, built over years of deliv­er­ing excep­tion­al prod­ucts, spoke for itself. By sim­ply rely­ing on word-of-mouth refer­rals and proven suc­cess, we con­sis­tent­ly prove to be the ide­al part­ner to sup­port new and evolv­ing busi­ness­es like Dev­ils Back­bone.

Crafting a Modern Dining Experience

After the brew­ery team’s vis­it, it was clear they need­ed design exper­tise to help nav­i­gate the vari­ety of options avail­able to them—and our rec­om­men­da­tion of an expe­ri­enced design­er end­ed up prov­ing to be invalu­able. Work­ing close­ly with the brew­ery, the design­er helped refine the vision for the new din­ing space, so that it aligned per­fect­ly with Dev­ils Backbone’s updat­ed brand iden­ti­ty.

The design process involved mul­ti­ple rounds of adjust­ments to strike the per­fect bal­ance of style and func­tion. Our team pro­vid­ed pric­ing eval­u­a­tions, approval process­es, and shop draw­ings to ensure that the final plan would meet all nec­es­sary spec­i­fi­ca­tions. Field ver­i­fi­ca­tion was also done to ensure that every­thing would be exe­cut­ed pre­cise­ly.

Once the design was final­ized, the next step was coor­di­nat­ing the pro­duc­tion and instal­la­tion of the fur­ni­ture. With a six-to-eight-week pro­duc­tion time­line, we made sure that the instal­la­tion was sched­uled dur­ing slow­er busi­ness days to min­i­mize any dis­rup­tion to Dev­ils Backbone’s dai­ly oper­a­tions. The care­ful­ly planned two-day instal­la­tion ensured that the brew­ery could tran­si­tion smooth­ly into their new, updat­ed space with­out skip­ping a beat.

Success and Lasting Impact: A Space That Reflects the Brewery’s Identity

The new­ly updat­ed din­ing area was a resound­ing suc­cess. There were no com­plaints from the staff or lead­er­ship team—an impres­sive achieve­ment when you con­sid­er the com­plex needs of the hos­pi­tal­i­ty indus­try. Now, the mod­ern­ized space reflects Dev­ils Backbone’s evolv­ing brand and enhances the over­all guest expe­ri­ence.

At Old Domin­ion, we’re proud to say that our crafts­man­ship and atten­tion to detail in both the design and instal­la­tion of the fur­ni­ture played a piv­otal role in the project’s suc­cess. The brewery’s updat­ed din­ing space now serves as a per­fect exam­ple of how cus­tom fur­ni­ture and thought­ful design can ele­vate a space while main­tain­ing a warm, invit­ing atmos­phere. The din­ing area is more than just a place to eat—it’s a reflec­tion of the brewery’s growth and com­mit­ment to pro­vid­ing an excep­tion­al expe­ri­ence for their guests.

Since the com­ple­tion of the project, the brew­ery has enjoyed pos­i­tive feed­back, and the updat­ed space has become a key part of their iden­ti­ty. Ulti­mate­ly, our col­lab­o­ra­tive efforts have helped Dev­ils Back­bone Brew­ing Com­pa­ny main­tain their rep­u­ta­tion as a mod­ern, wel­com­ing venue that con­tin­ues to attract loy­al cus­tomers and cre­ate last­ing mem­o­ries for guests.