Natasha Sarin

It's owned by a company that's slinging PBRs at four other bars down the street.

These hospitality groups are operating all over, from Omaha to Tucson to Sacramento.

Lily Jan is a lecturer of food and beverage management at Cornell.

She says restaurant groups can make eating out feel a little homogenous, one smash burger after another.

In a lot of ways, though, Jan says restaurant groups are just giving diners what they want.

That means every bite of food and interaction with the server counts too, says Samir Rajpal at the Indian restaurant Kitalam.

Rajpal and Hungry Trio are launching a cocktail bar nearby soon.

The goal is to open a new concept each year.

In New York, I'm Kristen Schwab for Marketplace.

All right, we will join in on your PCV and we'll let you know when we're done.