7/22/2023 0 Comments Eddie merlot chicago![]() The concept has proven flexible, able to evolve with its customers even as its core stays the same. Restaurants feature 75 wines by the glass, robust dessert menus, more seafood options and smaller cuts of steak, and even custom seating designed to be more comfortable for women. Eddie Merlot takes care to appeal directly to its female customers. Women make 85 percent of consumer purchases, according to Greenfield Online for Arnold’s Women’s Insight Team, and Humphries says 65 percent of women make the decision on where to eat. Even as gender roles become equalized, women are still seen as the primary decision-makers in the household. ![]() This success comes from Eddie Merlot’s understanding of its audience. ![]() Those values have grown the company to 12 locations in eight states. The updated menu and new look represent the realization of Humphries’ original vision for a restaurant that blended elegant design, exquisite cuisine and impeccable hospitality. “It’s a high price point and we’re selling a ton of it right now,” Humphries says. In the first full month, Eddie Merlot’s restaurants sold more than a half-million dollars of Wylarah Wagyu filets. “We are the only exclusive steakhouse in America that can get that beef,” Humphries says.Ĭustomers are eager to try the highly acclaimed steaks. The balance of marbling and lean meat earned Wylarah Wagyu grand champion honors at the 2015 World Wagyu Forum. In August, the company introduced 5- and 7-ounce versions of a Wagyu Filet, which comes from Wylarah Wagyu cattle raised in Australia and has a marble score of greater than 9. The innovation in design is matched by innovation on the menu. The interior of the restaurant will retain Eddie Merlot’s signature contemporary open look, which utilizes light woods such as maple and cherry, stained glass and backlit onyx stone. “People wear jeans and maybe a sport coat.” “We’re seeing our lounges so busy, especially on Thursday, Friday and Saturday night,” founder and CEO Bill Humphries says. The large lounge area, for example, is a direct response to changing dining habits. The prototype restaurant is being designed to better support Eddie Merlot’s three buckets of business: private functions, lounge and à la carte dining. The interior dining room will be smaller with three enclosed areas for business functions or private events and the lounge area will the twice the size of other Eddie Merlot’s restaurants. When it opens in February 2017, the company’s newest steakhouse, in Ashburn, Va., will forgo the Mediterranean exterior of its existing restaurants in favor of a contemporary look. A restaurant that stays content risks becoming irrelevant.Īfter 15 years, Eddie Merlot’s is introducing a prototype design that caters to the modern sensibilities and needs of its diners. Successful restaurateurs know that the only way to move forward is to constantly change. Eddie Merlot’s brings one of the world’s finest beef filets and a new prototype design to its growing restaurant brand.
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