Massively popular Dallas chain Jakes Burgers & Beer has opened a new spinoff: Called Jakes Gameday, it's almost exactly like a Jakes Burgers & Beer, but with added features including games and family-friendly amusements.

The new concept opened on October 4 in Dallas' Lake Highlands, at 10677 E. Northwest Hwy. in the former End Zone at Plano Road.

Founded in 1985 by hamburger guru Jake Keller of Keller's fame, Jakes preceded the "better burger" trend by making a burger that was better than fast-food, with attention to detail like hand-cut fries.

They were ahead of their time on other now-popular trends such as a big selection of beer, which they serve in giant 18-ounce frosty schooners, and a big commitment to patios, which have become an essential accessory.

They have lots of big screen TVs for sports viewing inside and out, plus generous happy hours.

In addition to burgers, the menu includes wings, chicken-fried steak, veggie burgers, salads, sandwiches, chips & queso, quesadillas, and loaded fries.

The concept was taken over in 2003 by Greg Garvey, who retired and sold to Mad Concepts Group in 2021.

The chain has seen some closures in recent years including Henderson Avenue and Uptown, which was forced to close to make way for a high-rise.

But Mad Concepts, which also owns the Slim Chickens and Floyd’s 99 Barbershop chains, has big plans, with four openings the next year, bringing them to 11 total.

New Jakes Burgers & Beer locations coming soon include:

• 7215 Skillman St. #300, in the Kingsley Square shopping center at the intersection of Walnut Hill Lane, taking over the former Picasso's Pizza & Grill space (in the same center as the first Dallas location of California cookie chain Cookie Plug, opening later this month).
• Aledo, at 601 N FM 1187
• and a big opening in Addison, at 14920 Midway Rd.

"We previously had a location in Addison and we are so excited to be returning," says VP of operations Kendra Shier.

They're also opening another Jakes Gameday in Plano at 3303 Parker Rd.

"We bought all of the former End Zone bars, which we'll spruce up - they were all in great neihborhoods so we'll be closing them and transforming them," she says.

Lake Highlands is an ideal fit for the "Gameday" concept, she says.

"Gameday has all of the trademarks of a Jakes with the burgers and sports bar aspect, but also a game room for kids," she says. "Parents can still go watch the game but it's a family-friendly environment."