The casual dining landscape in Delaware is set for a significant transformation as Ford’s Garage, the 1920s-themed burger and craft beer restaurant inspired by the heritage of the Ford Motor Company, officially announced its first expansion into the First State. This strategic move comes by way of a three-unit development agreement signed with Carson’s Garage, LLC, a specialized investment group led by seasoned automotive and hospitality entrepreneurs. The expansion marks a major milestone for the Florida-based franchise, which has seen rapid growth across the United States by blending nostalgic Americana with a premium casual dining experience.

Under the terms of the new agreement, Carson’s Garage, LLC will develop three locations across Kent and Sussex counties. The inaugural Delaware site is slated to open in Millsboro in early 2027, situated at 28362 Dupont Boulevard. Following the Millsboro launch, the development group has identified Lewes and Camden as the primary target markets for the subsequent two restaurants. This geographical selection is highly intentional, focusing on regions that bridge the gap between permanent residential growth and the high-volume seasonal tourism associated with Delaware’s Atlantic beach communities.

A Synergy of Automotive and Hospitality Expertise

The success of the Delaware expansion is underpinned by the unique composition of Carson’s Garage, LLC. The group is led by David Wilson Sr. and David Wilson Jr., the prominent figures behind the Preston Automotive Group. The Wilsons are not newcomers to the Ford brand; their automotive empire includes an extensive portfolio of dealerships across Delaware, Maryland, and Virginia, representing Ford, Lincoln, Chevrolet, Hyundai, and several other major manufacturers.

David Wilson Sr.’s credentials within the Ford ecosystem are particularly noteworthy. As a Ford National Council chairman and an inductee into the Ford Volume Dealers Hall of Fame, his professional life has been inextricably linked to the legacy of Henry Ford for decades. The Preston Automotive Group currently employs more than 1,000 people and manages the retail sale of approximately 16,000 units annually. By bringing Ford’s Garage to Delaware, the Wilsons are effectively diversifying their business interests while remaining within the cultural orbit of the brand they have championed since 1987.

To ensure operational excellence in the food and beverage sector, the Wilsons have partnered with 23 Restaurant Group/Operating Partners. This entity already possesses a deep familiarity with the Ford’s Garage brand, as it owns and operates several successful locations in Florida. This partnership creates a powerhouse of local market knowledge, brand loyalty, and proven restaurant management systems, which the franchisor believes is the ideal formula for a successful state-wide debut.

The Ford’s Garage Concept: More Than a Restaurant

Ford’s Garage is not merely a place to eat; it is a meticulously curated "eatertainment" destination. Founded in 2012 in Fort Myers, Florida—not far from Henry Ford’s winter estate—the brand was established as an official licensee of the Ford Motor Company. This unique relationship allows the restaurants to use the iconic Blue Oval logo and historical imagery that other themed establishments cannot legally access.

The interior design of a typical Ford’s Garage is modeled after a 1920s service station. Patrons are greeted by vintage Ford vehicles suspended above the bars, sinks made from tires and fuel pump nozzles, and servers dressed in mechanic-style uniforms. The atmosphere is designed to appeal to a broad demographic, including car enthusiasts, families looking for a themed outing, and tourists seeking a unique dining experience.

The menu focuses on high-quality comfort food, specifically its "Burgers of Fame," which are often named after local community leaders and celebrities in each market. Complementing the food is an extensive selection of craft beers, with a heavy emphasis on local breweries, as well as a full bar featuring signature cocktails. This combination of vintage aesthetics and modern culinary standards has allowed Ford’s Garage to carve out a distinct niche in the crowded casual dining market.

Strategic Geographical Context: Why Millsboro and Sussex County?

The choice of Millsboro for the first Delaware location is a reflection of the town’s evolving status as a commercial hub. Located in Sussex County—one of the fastest-growing counties in the Mid-Atlantic—Millsboro has seen a surge in residential development and infrastructure investment. The specific site on Dupont Boulevard (Route 113) is a high-traffic corridor that serves as a primary artery for both local commuters and vacationers heading toward Rehoboth Beach, Dewey Beach, and Bethany Beach.

The Wilson family’s decision to plant their flag in Millsboro is also deeply personal. Having operated businesses in the area for nearly 40 years, they have witnessed the town’s transition from a quiet rural community to a bustling retail center. By placing Ford’s Garage within their "Millsboro campus"—which already includes several of their automotive dealerships—they are creating a multi-faceted consumer destination.

The subsequent targets of Lewes and Camden further illustrate the strategy of capturing diverse consumer segments. Lewes offers access to the affluent "Cape Region" and the heavy tourist traffic of the Lewes-Cape May Ferry. Camden, located in Kent County, serves as a gateway to the state capital, Dover, and the Dover Air Force Base, providing a stable year-round customer base.

Chronology of Development and Future Milestones

The timeline for the Delaware rollout is designed to ensure quality and brand consistency. While the agreement has been finalized in late 2024, the Millsboro location is not expected to serve its first guests until early 2027. This window allows for:

1. Site Finalization and Permitting: Navigating the zoning and environmental regulations specific to Delaware’s coastal and inland regions.
2. Architectural Integration: Customizing the 1920s garage aesthetic to fit the specific footprint of the Dupont Boulevard site.
3. Construction: Building the specialized infrastructure required for the brand’s heavy-themed elements, such as the ceiling-mounted vintage cars.
4. Talent Acquisition and Training: Leveraging the Preston Automotive Group’s local recruitment power to hire and train a staff of approximately 75 to 100 employees per location.

Billy Downs, President of Ford’s Garage, expressed high confidence in the timeline and the partnership. He noted that the brand is currently in a phase of aggressive but calculated expansion, seeking partners who do not just want to open a restaurant, but who want to represent the Ford legacy in their respective communities.

Economic and Community Implications

The entry of Ford’s Garage into Delaware is expected to have a tangible economic impact on the region. Beyond the initial construction jobs, each of the three planned locations will provide significant long-term employment opportunities. With three units planned, the development could create upwards of 250 to 300 jobs across Kent and Sussex counties, ranging from entry-level service positions to high-level management roles.

Furthermore, the Wilson family has a long-standing reputation for corporate social responsibility. Their history of supporting organizations such as the March of Dimes, the American Cancer Society, and local youth sports programs suggests that the new Ford’s Garage locations will likely serve as platforms for community engagement. In other markets, Ford’s Garage has been known to host "Cruise-In" car shows and charity fundraisers, integrating the business into the local social fabric.

Analysis of Market Trends and Brand Positioning

From an industry perspective, the expansion of Ford’s Garage into Delaware aligns with the broader trend of "experiential dining." As traditional casual dining chains face pressure from fast-casual competitors, brands that offer a unique, "Instagrammable" environment and a strong narrative are outperforming the market.

Ford’s Garage benefits from a "built-in" brand loyalty. The Ford Motor Company has millions of fans worldwide, and the restaurant taps into that nostalgia without being a museum. By focusing on "crave-worthy" comfort food—a segment that remains resilient even during economic fluctuations—the brand balances its themed appeal with culinary substance.

The Delaware deal also highlights the growing importance of multi-unit franchise agreements in the restaurant industry. By securing a three-unit commitment from a group with deep pockets and local ties, Ford’s Garage ensures a cohesive brand presence in the state rather than a series of disconnected one-off locations.

Conclusion

The arrival of Ford’s Garage in Delaware represents a convergence of heritage, hospitality, and strategic growth. For the Ford Motor Company, it is a continuation of its brand extension into the lifestyle sector. For the Wilson family and Carson’s Garage, LLC, it is an opportunity to leverage their automotive expertise into a new but familiar industry. For the residents and visitors of Delaware, it promises a new destination that celebrates the history of American industry while providing a modern venue for community gathering. As the project moves toward its 2027 debut in Millsboro, it stands as a testament to the enduring power of the Ford brand and the economic vitality of the Delmarva Peninsula.