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Choy offers Kona
eatery, franchise
rights for sale

The renowned isle chef is
seeking $1.5 million for
the restaurant

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By Tim Ruel
Star-Bulletin

Sam Choy, the local chef credited with bringing Hawaiian Regional Cuisine to the world, has put his original restaurant in Kona and franchise rights on the Big Island up for sale for $1.5 million.

"They're offering it as a franchise opportunity," said Edward Rapoza, Choy's real estate representative and president of Maryl Realty Inc. in Kailua-Kona. The company last week advertised the sale of Choy's "Original Location" in a Kona newspaper.

The restaurant, located in the Koloko industrial area near the Keahole Airport, will remain open in the meantime, Rapoza said.

The sale price mainly covers all of the restaurant's equipment and 44,195 square feet of fee-simple land on Kauhola Street, Rapoza said. Choy had bought part of a warehouse in Koloko for $189,000 in 1991, then bought another $551,784 piece of the building in 1997, bringing the restaurant up to nearly 16,000 square feet.

The rest of the sales price comes from the rights to Choy's Big Island franchise, which would include catering and all other services, Rapoza said. Choy also has restaurant franchises in Japan and California.

Choy did not return calls seeking comment yesterday. The restaurateur, who has served as an ambassador of Hawaiian-style cooking, recently closed his two Maui restaurants in Lahaina and in Kaahumanu Center in Kahului. Last year, Choy abruptly stopped running food and beverage operations at the Aston Keauhou Beach Resort on the Big Island, and closed the 8-month-old Sam Choy's Keauhou restaurant.

Rapoza, who has known Choy most of his life, said the chef is focusing on other aspects of the cuisine business lately, including his books, recipes, television show and lines of food.

All of Hawaii could benefit if Choy pours more into promoting the state's cuisine, said retail analyst Stephany Sofos.

Spencer Oliver, owner of the French creole restaurant Roussels in Waikoloa Village, was surprised at the news and said Choy's restaurant has been doing well. Residents come for the local-style fare, while tourists come for the Choy name, he said. "I'm one of his customers. I often eat there for breakfast," Oliver said.

But business in Koloko would likely be tough at night, when the industrial area closes down, Oliver said.

Still, another restaurateur should be able to do well with the Choy concept, he said.

Rapoza noted Choy would be willing to sell the restaurant rights only, while leasing the land to a new owner. Some interested buyers have already picked up informational packets, he said. "I wouldn't call it a brisk interest, but it's been good interest," Rapoza said.

"I wish him well," Oliver said. "I'm sure he's going to continue to be ambassador for Hawaii."