Moving away from its tried-and-true formulas of roadhouse grub and Italian fare, Prime Restaurants Group has launched its latest themed restaurant.

The Red Devil Barbeque & Tavern g’es where Casey’s, Pat and Mario’s and East Side Mario’s didn’t dare go ­ to the young urbanite.

‘It’s a little more upscale and sophisticated,’ says John Rothschild, Prime’s president and ceo. ‘There’s a more trendy aspect to it.’

He says although it’s still casual dining, the Red Devil conveys neither the roadhouse aspect of a Casey’s, which skews male, nor the family atmosphere of an East Side Mario’s. (Pat and Mario’s is a minor property for Prime ­ there are only three ­ and it’s a banner Prime d’esn’t plan on expanding.)

So far, the group ­ which owns 32 Casey’s and 56 East Side Mario’s restaurants across Canada ­ has opened Red Devil locations in Toronto, Newmarket, Ont. and Kitchener, Ont., with plans to open a location in Guelph, Ont. later this month. By year’s end, Rothschild says the company will open two restaurants in Alberta ­ the company’s first foray into Western Canada.

Prime plans on using these corporately-owned restaurants to perfect the Red Devil concept before offering the idea to franchisees.

Predictably, with a name like Red Devil, the ‘fire’ theme plays big. ‘There’s lots of flame,’ says Rothschild.

Depending on fire regulations in local markets, each restaurant is to have a natural gas flame outside the entrance. (Thanks to building codes, the restaurant in Toronto was prevented from having this dramatic feature.)

Upon entering, guests see the restaurant’s ‘wall of fire’ ­ shelves stocked with hot sauces from around the world.

An open area with a woodburning barbecue, rotisserie and pizza oven is on display for those interested in viewing seared flesh (although there are a few vegetarian dishes on the menu).

All menu items are prepared on-site and ‘hot and spicy’ is the rule of thumb.

The tables, lamps and lounge area ­ along with a prominent sit-down bar that serves ‘deviltinis’ ­ all create a more polished look than that which exists in Prime’s other concepts.

‘We didn’t want to have a situation where it looked like East Side Mario’s g’es barbecue,’ says Rothschild.

He says he sees barbecued food as a just-burgeoning trend ­ no doubt a spin-off of the North American rediscovery of meat, paired with an insistence on freshness in food preparation.

‘It’s wholesomeness and healthfulness,’ he says, adding that the 20-39 age group, with a female skew, is the target audience.

Prime’s aor, The Ongoing Partnership of Toronto, will be handling the Red Devil creative, primarily through radio and tv, although Rothschild says local store marketing will be important as well.

For example, in Toronto, pr firm Langdon Starr Ketchum threw a opening-night street party that featured fire-eaters, magicians, jugglers, beer tasting and music.

This year, Prime also launched a chain of Irish pubs, all carrying different Gaelic names and all vying for as much authenticity as possible.

According to Rothschild, the pubs are being built in Ireland and shipped to Canada. There are five such pubs in Ontario.