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Tired Restaurant AwakensJuly 2009 Source: Hotel F&B Magazine
But when sales began lagging outside the summer and holiday peaks, Director of F&B Roy Feicco looked at the less-than-optimal performance of the space and decided a restaurant renovation, of the menu as well as the décor, should be included in the planned revitalization of the rest of the Danfords property. Business had become more seasonal,” Feicco says. “We weren’t established as a destination, so we lost a lot of revenue—and left revenue on the table.” Feicco’s transformation of the establishment was both physical and conceptual. Physically, the antiquated nautical theme (alluding to Port Jeff’s shipbuilding and whaling past), dark wood, and poor flow of 25 East became a bright, contemporary space with more subtle nautical notes and a lounge to invite a vibrant social scene. Conceptually, food and beverage offerings became more modern and adventurous, with elements to bring in a younger demographic. Wave’s food sales this year are double 25 East’s last year sales. The lounge has doubled bar sales, and the beverage-to-food ratio has increased by 10 percent (with a 17 percent rise in wine bottle sales, largely from suggested wine pairings on the menu). The tapas menu is just one of the restaurant’s culinary updates. Chef Paul Govin devised an innovative dinner menu of seaside favorites, Asian-tinged offerings, and à la carte items to modernize Wave. The menu is seafood-heavy, with the “massive sellers”—Gorgonzola and Pine Nut-Crusted Chilean Sea Bass, Mango-Chili Tuna, Crab Cakes with Corn Salsa and Chipotle Remoulade, and Pan-Seared Salmon—returning, but with a fresh presentation. |
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25 East Broadway, Port Jefferson, NY 11777