They say that the public shouldn't watch sausages and laws being made. Too ugly.
I'd add the creation of a restaurant to the list. So many moving parts, so many easily bruised egos, so many things that can break down.
After nearly 15 years of covering restaurants, I have been privy to many fiascos: The restaurant that was right on schedule to open when a sewer line burst. The restaurant that had all sorts of permitting issues with City Hall -- until a magic man showed up, "requesting" gift certificates; problem solved. The restaurant whose husband-wife owners had a happy relationship, which disintegrated over seemingly trivial matters such as china patterns. The restaurant whose chef quit two weeks before the opening. The restaurant that opened on time, but closed 9½ weeks later (quick story: it was an African American-themed restaurant owned by a Jewish book publisher and run by a restaurateur of Middle Eastern descent).
I also know of more than a few successes, where the contractors, investors, chefs and operators -- and even the city -- work in step.
But I have never seen the whole thing firsthand, step by step, from the beginning. Michael Solomonov (at left, above) and Steven Cook, both of whom have put together two well-received restaurants in the last few years, have agreed to open the process of the creation of Zahav, an Israeli-Mediterranean restaurant. Since I hear frequently from people who want to open their own restaurant, or who are just fascinated with the restaurant life, I figure that many will get something out of this. I'll also get a chance to play with multimedia -- video, still photos -- to tell a story.
Solomonov and Cook are saying "four months" for the opening of the restaurant at 237 St. James Place in Society Hill. (The address is a bit of a misnomer; it's really in front of Society Hill Towers, across the cobblestone courtyard from Positano Coast and the Ritz Five. It used to be the Copper Penny before its last incarnation, Sfizzio.)
I've been assured that they will hold nothing back from me, a point I found crucial. Journalistically, I have to decide what information to use and what not to use -- same as any other story. It's also important to say that if something bears further scrutiny or confirmation, I will scrutinize and confirm. The partners -- and Profile, their public relations representatives -- have no control over the content of this project.
I was not there on Nov. 1 when they sat in their lawyers' office all day to dicker over and sign the lease, but I will be around for other key events in this creation, whose budget is about $700,000. Solomonov and Cook, the operating partners, said they own about 10 percent of the deal; a silent partner has 90 percent.
They will take possession of the space on Dec. 1. Meanwhile, a designer/architect is on the drawing board and their liquor lawyer is trying to find them a license.
The restaurant will have 70 seats in the main dining room, a 10-seat bar, a 10-seat chef's counter, and a separate, 24-seat fine-dining room. Plus outdoor seating. Today -- Thursday, Nov. 8 -- they plan to go to a store off Roosevelt Boulevard called Material Culture. They need chairs. They figure they won't find the exact ones they'll use, but they'll at least get ideas.
Check back here for more. Meanwhile, they say their web site will be up shortly. And here's a quick video of the partners, meeting over breakfast yesterday at their "office," the Pho 75 restaurant on Washington Avenue.
Photo: Ron Tarver / Inquirer Staff Photographer
Comments (11)
Do you know if they plan on this place being kosher?
From Michael Klein: No. They say it won't be kosher.
Posted by A. R. | November 8, 2007 11:33 AM
Posted on November 8, 2007 11:33
i find it funny that resturants have pr representation - especially prior to opening.
shouldn't they be more worried about their menu vs. the delivery of core messages?
From Michael Klein: Good point, and most big-budget restaurants use PR agencies from the start. But most PR today is not simply a matter of drumming up buzz or business; the better PR people act as good consultants to advise a restaurateur on what will work and what won't from a marketing and even an operational standpoint. From what I see here, Solomonov and Cook are sweating all the details of the menu, decor and kitchen just as hard as Clare Pelino and Jennie Hatton - who've probably helped open two dozen restaurants in the last decade -- are working on the marketing. Thanks for reading.
Posted by lunchboy | November 8, 2007 12:23 PM
Posted on November 8, 2007 12:23
THIS IS A GREAT IDEA MICHAEL. THE INSIGHT YOU WILL BE ABLE TO PROVIDE WILL POSSIBLY HELP MANY FUTURE RESTAURANTUERS. I WILL BE WATCHING FOR EACH INSTALLMENT.
Posted by PAUL HAZE | November 8, 2007 12:36 PM
Posted on November 8, 2007 12:36
Four months to open, including finding a liquor license? Ha! They should have attended the seminar yesterday.
This will take 6 months if all goes really smoothly to a year or more. Will there be any buildout? Any changes to the kitchen? Have they submitted their plan to the Health Department for plan review before changing one thing?
This should be interesting.
From Michael Klein: Restaurateurs *are* optimists, aren't they? They say they're not changing anything major in the kitchen, and buildout will be minimal.
Posted by Gabriella | November 8, 2007 1:21 PM
Posted on November 8, 2007 13:21
Michael Solomonov has a great reputation as a chef! I would eat at any restaurant that he runs.
Posted by mimi | November 8, 2007 4:44 PM
Posted on November 8, 2007 16:44
I don't live in Philly...I'm a touring musician. But I will book an extra night on any trip near Philly to dine in Michael's restaurant. It is always a treat! Rock on, Mike!
Posted by B. Schafer | November 8, 2007 8:51 PM
Posted on November 8, 2007 20:51
I've been fortunate enough to try several Zahav menu items cooked by Michael. The food was incredible and very different from anything being served in Philadelphia. This will be the hot opening for 2008. I can't wait until it opens.
Posted by Zahav Admirer | November 9, 2007 2:29 PM
Posted on November 9, 2007 14:29
Michael-
Great idea, I'll be checking in regularly. Which makes me wonder, how often can we look forward to updates?
From Michael Klein: I'll update this every Thursday, or more frequently as events warrant.
Posted by JCap | November 12, 2007 3:51 PM
Posted on November 12, 2007 15:51
How common is it for a "magic man" to ask for bribes in exchange for expedited permits?
Looking forward to reading the blog!
From Michael Klein: I hear it's fairly common -- though they seldom come right out and "ask for bribes."
Posted by Mister B | November 13, 2007 11:31 AM
Posted on November 13, 2007 11:31
Great work Michael. Will you have more video interviews from other exotic locales. I'm always interested where Chefs like to eat. I'm heading to Pho 75 this weekend to try #14.
From Michael Klein: I'll videotape wherever I can, thanks. And order the #14 "with beef on top." The guys insist that's the way to go, as you can dunk the beef in the hot pho to achieve the desired doneness.
Posted by Zahav Admirer | November 15, 2007 1:04 PM
Posted on November 15, 2007 13:04
Now that Michael had some fun, let's keep him off the construction team!!! Otherwise that March opening will be March of 2009.
Posted by Zahav Admirer | December 7, 2007 9:46 AM
Posted on December 7, 2007 09:46