West Valley staple Haymaker is stepping into the next chapter, according to founder Joey Lucidi.

Known for its comfort food, the 13-year-old Westside Concepts’ brand is seeking franchise partners across Arizona. Lucidi said the goal is to award the first two to three franchise agreements this year, with a special emphasis on military veterans and family‑focused owner‑operators.

“What started as a small dream and a lot of faith has become something far bigger than I ever imagined,” said Lucidi, who added the restaurant serves 500,000 guests per year across its four West Valley restaurants. 

“For more than a decade, we’ve been honored to serve Arizona families and create places where people feel at home.”

Franchising, he explained, isn’t just about growth. The move is about exporting Haymaker’s culture. 

“We’re rooted in faith, family and generous hospitality,” he said. “Franchising allows us to continue that mission while partnering with passionate entrepreneurs who believe in community, hospitality and great food.”

Chef Evon Profitt, Westside Concepts’ food and beverage director, put it simply. “We want to take our values — that neighborhood feel — and put it into your community.”

Since opening in 2013, Haymaker was named after Lucidi’s financial constraints. Profitt said Lucidi was then “down to his last dime.” 

“After several failed attempts of working on other companies, this was his ‘haymaker,’” Profitt said. “He could have easily called it Hail Mary’s because this was his last effort. The restaurant took off from the start.”

Lucidi, whose parents are in the F&B industry, opened the first space at Lake Pleasant Parkway and Happy Valley Road in Peoria. 

“He was trying to take care of that neighborhood and give back to the schools, churches and the community,” Profitt said. “Everybody he brings into the company has those morals and passion. He coaches us, and we learn from him, and we get to see the benefits of being able to be there for the community.”

And the community was there for him.

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Evolving menu

Now with locations in Buckeye and Goodyear as well, Haymaker initially made its mark with 100% Angus chuck burgers, in‑house smoked barbecue, meatloaf, slow‑roasted French dip sandwiches and all‑day breakfast. 

Profitt dares guests to try the Haymaker Benedict, which has sautéed spinach and tomatoes, fried chicken breast, scrambled egg and chipotle cream on a mashed potato base.  

“That’s a dish I will never touch,” Profitt said. “It’s been on the menu as long as I can remember. It is huge. If you’re able to finish the plate, you definitely need a high-five. It’s an incredible plate. It looks like something in a food competition.”

The new gluten-free harvest bowls are doing “extremely well,” Profitt said. Blackened shrimp bowl (45 grams of protein and 15 grams of fiber) has brown rice, black beans, jalapeno, tomato, avocado, feta, Greek yogurt crema, roasted corn, tortilla strips and cilantro. 

Meanwhile, the grilled chicken bowl (60 grams of protein and 15 grams of fiber) boasts brown rice, spinach, candied walnuts, dried cranberry, red onion, feta, apple and apple cider vinaigrette. 

The third offering is the grilled salmon bowl (38 to 70 grams of protein, 15 grams of fiber) and features brown rice, red onion, black bean, tomato, avocado, roasted corn and honey mustard. The choices are honey glazed or blackened sustainable salmon.

Westside Concepts has poured its efforts into refreshed cocktails, too, like I’m Your Huckleberry with vodka, huckleberry puree, ginger beer, mint and lime; and Southern Strawberry Lemonade featuring Deep Eddy lemon, strawberry and lemonade.

Teetotalers can try nonalcoholic drinks like the Desert Cream with Dr Pepper, coconut cream, half and half and vanilla; Blush Rush with Arizona’s prickly pear and lemonade; or The Preacher with Sprite, strawberry and coconut cream. 

Let’s talk business

Recently, Westside Concepts unveiled a remodeled store in Goodyear at 1800 N. Litchfield Rd. 

The restaurant now features a completely redesigned bar, renovated restrooms, new cocktail booths and bar stools, updated flooring, fresh paint and a refreshed dining room. Inspired by Haymaker’s newer North Peoria and Verrado locations, the space blends the restaurant’s classic charm with a modern aesthetic.

Haymaker’s Goodyear location employs more than 70 people, and Westside Concepts has over 600 team members across the West Valley. During the past 12 years, the restaurant has generated more than $4 million in sales tax.

Lucidi’s leadership style shapes Westside Concepts, which attracts people with strong family values.

“He gets the most out of everybody,” Profitt said. “But he also teaches you to have that life‑work balance. What we’re able to accomplish in a 45‑hour work week is phenomenal.”

With franchising underway, Haymaker is poised to bring its comfort‑food charm and neighborhood warmth elsewhere in Arizona.

“We’re ready for the next chapter,” Lucidi said.