Stoney River Legendary Steak's surprising soft opening
The soft opening is a relatively new phenomenon in the restaurant business. When I first started reviewing, new restaurants didn't want a review right away, but they definitely wanted to get the word out they were open. Now some owners avoid me like the plague when I want to feature their new restaurant in my Table Talk news column. They will go for weeks or even months before they have their "grand opening."
The practice of having a soft opening for family and friends is a good idea, just like a dress rehearsal for a play. But the most surprising soft opening I've heard about yet is the one for Stoney River Legendary Steaks, Towson's new steak house. It opened last week. ...
A woman I know was going to the P.F. Chang's in the same wing of Towson Town Center for lunch. While she was waiting for her husband to park the car, she wandered over to the soon-to-be-opened steak house to look at the menu. The host approached her and asked her if she'd like to come in and have lunch. It would be complementary, he said.
It took her a little while longer as they talked before she realized he meant "complimentary as in free."
She and her husband enjoyed their lunch, so they went back the Saturday before the official opening for dinner -- with four friends. Their food was free; all they paid for was drinks and tip, about $40 a couple for what she said was a very good steak dinner.
Maybe this is common practice for chains; I had just never heard of it before.
(Kim Hairston/Sun photographer)
Comments
We were invited to the Gordon Biersch soft opening in Parole when it opened awhile back. Food and drink were free, tip was not included. I think they were trying to get all the kinks out and see how the staff would do with a full house.
Posted by: Zevonista | November 2, 2009 8:34 AM
A couple of years ago, I was meeting friends of friends in St. Paul, MN and we were looking for a place for lunch. Someone approached us and asked if we'd like to come to the soft opening of their restaurant. Since the people I was with were restaurant people, we agreed.
We had the most amazing lunch with pate', oysters, steak and desserts. We paid for the drinks and left a huge tip. It was a fun adventure that was very unexpected.
Posted by: pigtown | November 2, 2009 9:32 AM
That is what all corporate restaurants do now. They need that time for the staff to catch up. Traning is long and many servers quit, because there is a lag in money coming in during a new opening.
A new kitchen needs time to master their craft.
Posted by: G | November 2, 2009 11:49 AM
When DuClaw in Bel Air reopened after the fire, they offered free meals, including two drinks, to their pub club members. The only thing was that they wanted the kitchen to practice making everything, so you didn'rt get to choose your entree. Our table of 4 was told "you'll be getting these 4 entrees" and we had to sort who wanted what out among ourselves. A member of our party was a vegetarian, and they did accomadate her, but had we known the details in advance, we probably wouldn't have gone.
Posted by: Anonymous | November 2, 2009 12:26 PM
I experienced this with Stoney River and Gordon Bierstch in Annapolis. I think it is two fold - - one to get the staff ready to go and two to introduce the place to the community. I had great meals during the soft opening and have been back several times as a paying customer since. They really won me over in a try it before you buy it kind of way.
Posted by: Lj | November 2, 2009 12:42 PM
I think she meant 'complimentary as in free.'
Thanks. This was a bad day for careless errors on my part. Clossing is still my favorite. EL
Posted by: Jim R | November 2, 2009 3:53 PM
We went to a soft opening of Bonefish Grill a few years ago. It's not the sort of place we would normally frequent, but we were asked to go as part of a fundraiser for a charity we support. We had a good time and had some good food, the wait staff and the kitchen got some practice, and the money went to a great charity. Win win all around.
Posted by: Dahlink | November 2, 2009 5:58 PM
Speaking of soft openings...Oh never mind, already been there.
Posted by: Trixie | November 2, 2009 9:18 PM
They ran a buy one get one free entree coupon in the Towson Times. We went for lunch - it was VERY GOOD. We liked it so much we went to dinner a couple nights later.
Posted by: Joe | November 3, 2009 7:08 AM
While it wasn't as elegant, my wife and I stumbled upon Fudrucker's soft opening at White Marsh Mall several years ago.
My wife and I were on our way out of the mall when we walked by the soon-to-be-opened restaurant. The hostess asked if we wanted to enjoy a free lunch so we went in. It cost us nothing. The menu was limited but still, getting a surprise free lunch is always a nice thing.
Posted by: Joe Vodifay | November 3, 2009 9:08 AM