Well, that certainly didn't take long. We told you back in July that Beef-a-Roo was looking to add yet another Rockford location at the Highcrest Center, and now that goal has gotten a thumbs-up from the Rockford City Council.

Riley O'Neil, Townsquare Media

The new Beef-a-Roo location will be at 1680 North Alpine Road here in Rockford, in the building formerly occupied by Sturtevant's Menswear. Sturtevant's closed their doors in October of last year, after being a part of the Highcrest Center for 45 years. They attributed their closing to the pandemic and uncertainty going forward.

Beef-a-Roo, Facebook

Now, after last night's vote by the Rockford City Council, Rockford residents who spend any amount of time on North Alpine near Highcrest will start to see a flurry of activity as the location is made ready for its new purpose. Beef-a-Roo's ownership and management say that they're hoping to have the Highcrest Center location up and running by the end of this year.


The 3,200 square foot restaurant, would be located at 1680 N Alpine Rd, and would be the fourth Beef-a-Roo location in Rockford, along with the Auburn Street, Lexus Drive, South Alpine locations.

Rockford Alderman voted to approve the permit in a 12-0 vote at a special City Council meeting on August 9th. The vote was pushed back from last week after concerns from neighbors.

Beef-a-Roo's management team have made no secret of the fact that they want to expand the brand, and now with a new location having opened in West Dundee, along with plans for another location at Highcrest, you have to wonder where else they're thinking of placing a new Beef-a-Roo.

Rumor has it that Belvidere may be the next spot.

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