High Voltage
PHOTOS BY DAN AUSTIN
“I thought we might have some of our friends and family, some friends of friends come, and we’d sit out here (on the patio) and have some tenders and have a draft beer with them.”
LoveBird owners Leah and Jeremy Brumley
“Honey, are we going to be busy?”
The restaurant serves north of 10,000 pounds of chicken each month, it is customary to see a line of patrons wrapped around the corner of the building, and recently a customer traveled all the way from Tallahassee to see how the food stacked up to the emerging brand’s recognizable neon lights and lively vibe.
The question Jeremy Brumley and his wife Leah would pose to each other before bed each night before opening LoveBird in April 2021seems almost tongue and cheek now because of the restaurant’s early success. But the truth is, one of Lakeland’s hottest new eateries to launch in recent years wasn’t just a flash in the pan that happened to work – it is a carefully built and curated dining entertainment experience that is less focused on trends and more focused on quality products and connecting on an emotional level with its customers. Still, the proof truly is in the banana pudding. (just check out their menu)
“[At first], I was trying to be realistic with everything going on, the size of the place and our menu,” Jeremy says. “I thought we might have some of our friends and family, some friends of friends come, and we’d sit out here (on the patio) and have some tenders and have a draft beer with them.”
Jeremy, a lifelong Lakelander, left the security of an executive level position with PDQ, the effects of COVID culture were still playing out for local businesses, and the restaurant was opening in a one-time gas station with little square footage and cramped parking quarters.
The Brumley’s – parents to four children ages 14 to 28 – hoped the calculated risk would pay off, and the fact that the fried Southern Chicken spot has on occasion run out of chicken because of demand is proof that it has.
“I think what we learned is that we are so grateful that Lakeland allowed us to get open and stay busy. It’s been crazy,” Jeremy said.
Although LoveBird heavily promotes its Nashville Hot Chicken, Leah said the number one seller on the menu is the G.O.A.T. It is LoveBird’s take on the traditional fried chicken sandwich (think window wars of national chains like Popeyes and Chick Fil A) and features generous hunks of their homemade chicken that is hand breaded following a 24-hour brining process.
The second most ordered entree is the Nashville Hot sandwich, and the favorite side dish of customers are the ooey gooey Dirty Fries.
The go-to dishes keep the cooks busy, but the Brumley’s are not afraid to admit they have made some minor menu tweaks to their original concept.
When LoveBird opened you could order a barbecue sandwich and cheesy potatoes. But not for long. Jeremy said he and Leah strongly considered process efficiencies such as oven time required for potatoes and how to serve quality hot food to as many people as possible each day.
They also started with three core sandwiches, with the idea to rotate another seasonally, but the way repeat customers have responded to the chicken sandwich with white sauce, thick cut bacon and pimento cheese forced the couple to re-evaluate that stance.
“Now, I think we might receive death threats if we take That Bama Chick sandwich off the menu, so it’s here to stay,” Leah jokes.
If their food is an attraction, it’s their brand that might create long-term staying power.
Its bright colors, its classic monochrome floors and its consistently flavorful food with a little room left for creativity. Leah curates all of the playlists customers enjoy whether dinging inside or outside. They rotate in and out craft or regional sodas like Cheerwine, and Jeremy and the team have a large, always evolving selection of craft beers to pair with your food.
“Not to get too cerebral in terms of how it’s set up…but the beer is almost like the old ‘new releases’ of music, and that’s what you’ll see with our ‘staff pick’ or ‘new release,’” Jeremy says.
Before Jeremy turned 20 he opened Woodpecker Records in Lakeland, a business and brand he ran and cultivated for a decade.
He says aside from his personal experiences, he also learned about the staying power of good branding by watching Ron Jon, who he says “wasn’t even a good surf shop” but evolved into becoming a globally transcendent logo and name.
“We would prefer to grow with internal candidates, our management team here, and I think there are plenty of opportunities in other areas to put a lovebird.”
“My dad has a Ron Jon sticker at his house, and he hates the beach!”
The lighting, logos, apparel and social media all play a role, but Jeremy almost always steers back to the quality and consistency of their food.
The couple has aspirations to expand to more locations, starting throughout Florida, but when is not a matter of time, but of timing.
“We would prefer to grow with internal candidates, our management team here, and I think there are plenty of opportunities in other areas to put a LoveBird,” Jeremy says. “We are working through our processes and procedures and ultimately for someone to be at that stage where they are ready to open up their own LoveBird.”
The couple is still adjusting to being “food celebrities” in Lakeland, which includes Leah being nicknamed “Mama Bird” by employees at the Southgate Publix.
They may eventually get used to their status, but they’ll never forget the journey it has taken to get here.
“Sometimes I like to tease him,” Leah says. “So, do you think we’ll be busy today?”
Born & Bread Bakehouse founder and owner Jennifer Smurr stopped a few blocks down to enjoy lunch with "The Lakelander."
Born & Bread Bakehouse is just a few blocks from LoveBird. Founder and head baker Jenn Smurr was named one of America’s Top 1,000 rising entrepreneurs in 2021. Jen loves all things related to good food and supporting local businesses. She recently met up with “The Lakelander '' for lunch to share her thoughts on LoveBird’s food and atmosphere, and how she sees the restaurant through her unique perspective.
What's your first impression when you walk into LoveBird?
With a slogan “Almost Famous Chicken” and bright pink accents, I instantly felt the playful and humble qualities that embody this southern eatery.
How would you describe LoveBird's food to family and friends?
A fast casual restaurant serving Nashville style hot chicken at various spice levels with southern sides and a large variety of canned craft beers out of a small previously occupied gas station.
What adjectives come to mind when you think of the flavor(s) of their food?
Oooo. Piquant: pleasantly pungent and zingy. Fiery!!! Flavorful.
Do you have a favorite dish at LoveBird?
I am a spicy food lover to the core, and choosing “favorites" can be personally difficult, but the Nashville Hot Sammie (ordered HOT) was fire! Quite literally. Tears of joy were shed.
What does it mean for a city like Lakeland to have businesses like LoveBird to support and enjoy?
Living in a city that values art, recreation and culture is important. A large part of our city's culture can be witnessed in the ever-growing independently owned food businesses. Supporting small businesses like LoveBird adds character to our town, encourages local entrepreneurship and fosters real connections in our community.
As a successful entrepreneur, what advice would you give to restaurants like LoveBird about taking initial success and growing it into a healthy long-term business?
It seems Leah and Jeremy have found their secret sauce (pun intended)! Since opening, they’ve continued to be consistent and mindful of growth. While not one area can be more important than another, I value food quality and have witnessed others in our industry begin to fail by simply choosing to be cheap. All in all, keep doing what you’re doing, because you’re doing great!
