TheBuzz
TheBuzz
They say timing is everything -- so "they" might also shy away from opening a high-end steakhouse in this economy. Steakhouse wars
in HonoluluBut Morton's of Chicago Steakhouse has moved full-speed ahead with the long-planned opening of its Ala Moana Center.
Proving "them" wrong, Morton's Tuesday night grand opening gala to benefit the Honolulu Symphony drew around 300 people at $100 a pop. All of the proceeds go to the nonprofit, however.
It opened to actual paying restaurant customers last night after two weeks of training employees, which included a weekend "soft opening" where invited guests ate for free and employees worked "through the flow of an actual evening," according to Morton's President John Bettin. He arrived in town Tuesday just in time for dinner.
The post Sept. 11 downturn has not caused a change in Morton's projections for the market. "We feel that there is always a market for quality, always a market for the Morton's experience," Betting said. "In coming to Honolulu we understand that tourism is down, air travel is down and hotel occupancy is down, but we were very careful in the site selection process.'
"In Honolulu, we are going to survive not on the tourism business but on the local economy, although tourism is going to be a big part of our business," he said, as close as the restaurant is to Waikiki hotels.
With a companywide average check of about $70 a person, Morton's is not concerned about competition from the long-established Ruth's Chris Steak House mere minutes away -- and on other islands -- where the average check is much lower.
Morton's and Ruth's Chris compete in several other cities; some where Morton's was there first, others where Ruth's Chris was there first, and both are still standing.
Bettin called Ruth's Chris and others "formidable competition," but "we feel we're the best steak house in the world."
Ruth's Chris is a franchise, while Morton's is "the largest 100 percent company-owned and operated fine dining restaurant group in the world," Bettin said. Honolulu is restaurant No. 62, and five more are on the company's plate for next year.
Some local purveyors are doing business with Morton's, he said, but they will be held to exacting standards.
"We certainly work with local companies," he said, but "there are no variations from Honolulu to New York. Same menu, same product."
The company insists that vendors be able to supply them with the right brand of anchovies for their Caesar salad as well as the right size asparagus -- with a base at a minimum size of a nickel.
Erika Engle is a reporter with the Star-Bulletin.
Call 529-4302, fax 529-4750 or write to Erika Engle,
Honolulu Star-Bulletin, 500 Ala Moana Blvd., No. 7-210,
Honolulu, HI 96813. She can also be reached
at: eengle@starbulletin.com