IN THE OPENING MOMENTS OF THE MOVIE "CADDYSHACK," Chevy Chase turns to his caddie and offers this sage piece of advice: "There's a force in the universe that makes things happen and all you have to do is get in touch with it."

It took a while for that advice to sink in, but 20 years later, all six of the Murray brothers--Andy, Ed, Brian, Bill, John, and Joel--were touched by that force and other flashes of brilliance. Last November, they and a slew of investors and partners broke ground at the World Golf Village for the first in a series of Murray Bros. Caddyshack restaurants.

Located between Jacksonville and St. Augustine, Florida, the 8,000 square foot, 180-seat restaurant opened in June and now joins dozens of others that imagine themselves eatertainment concepts. Sure, Caddyshack is a legendary movie, albeit a 20-year-old one. And you can't discount the cachet of Bill Murray, a Hollywood icon who starred in the movie. And let's not forget that he and his brothers, many of whom have appeared in movies and on television, are diehard golfers and former caddies. Still, one is tempted to ask: Are these guys nuts? Do they not read the trades? Have they not heard that far too many theme-heavy concepts have had about as much pomp, power, and endurance as a Yugo in a stockcar race?

Yes and no, says Andy Murray, who, together with Mac Haskell, is co-founder and co-chairman of the restaurant. Who should know better than Andy? He's the only one of the brothers with professional restaurant experience. "No, we're not nuts," he says (and, yes, he reads the trades), "From the outset, I said Hard Rock was--still is--the mothership of eatertainment. Those that followed copied only its merchandising and show. They paid little attention to everything else; things like food and service. They sold tshirts and they gave you a Terminator on the wall. That was about it."

Haskell, who brings to Caddyshack years of financial and entrepreneurial skills sharpened on Wall Street, agrees. "When Andy, Bill [Murray] and I were on CNBC, I said that Caddyshack's a restaurant and all that that implies. The others are about caps and jackets and things; it seems they are about catering almost exclusively to tourists. They forgot about the food. We want tourists, of course, but we also want to keep the locals coming back again and again."

By the way, not one of the investors or partners or on-premise employees likes the term "eatertainment." No one knows exactly what it means; they all know what it refers to; and, as one of the waiters told me, "we'd rather not be grouped with that bunch."

C.E.O. Robert Brown, who's the former c.o.o. and executive v.p. of Hard Rock Cafe, doesn't exactly bristle at the moniker. He's not fond of it, but understands why some people in and out of foodservice might assume that's what Caddyshack is all about.

"We've been pegged as part of the whole eatertainment/theme segment. In one way we have been prejudged. That's a challenge for us. Because some of the others that fall into that category haven't performed well, haven't lived up to customers' expectations, we can't afford to slip up. We have to be that much better."