Cooking up success in the crowded downtown restaurant market is never easy, owners say.
More than a dozen televisions, two bars, crimson-and-blue walls, and a yet-to-be-delivered Ryan Robertson autographed jersey add up to more than another sports bar.
Jerseys, celebrating its grand opening today at 1105 Mass., wants to be a restaurant first, a bar second.
"We want to stay very simple, with a very simplistic business plan -- focus on the fundamentals," said F.J. Rost, co-owner. "I know it's cliche, but we're just going to try to deliver a quality product at a competitive price."
Join the club.
Rost has spent several months compiling his playbook for the sports-oriented establishment, looking to break into a do-or-die dining market that has drawn plenty of competition from South Iowa Street, West Sixth Street and the central business district itself.
Among the downtown establishments already fighting for a stake: three separate places serving burrito wraps, two brew pubs, two delis and more than a dozen others whose specialties range from Greek to Vietnamese cuisine.
It's enough to give any restaurant owner indigestion.
"It's an uphill battle I hope to win," said Shawn Schlegel, co-owner of Brown Bear Brewing Co., 729 Mass., which was forced to close in recent weeks because it sold too much beer and not enough food during the past year. "I hope the community will continue to support us."
Having reopened Wednesday after a protracted zoning conflict with city officials, Brown Bear looks to fine-tune its recipe of mixing live music, brewed-on-site beers and a traditional menu. More appetizers may be added and served later into the evening.
Anything to stay ahead of the competition.
"It scares me -- especially the corporate chains," Schlegel said. "Their budgets are unlimited. They can be in a place that's losing money for a long time before pulling the plug."
But even corporate owners aren't immune from adversity in Lawrence.
Willie C's Cafe & Bar, 616 Vt., closed in July after months of declining revenues and more than 10 years remaining on its lease. The restaurant was the fourth in Kansas for Wichita-based Willie C's, which now is turning its sights on Oklahoma to sell its "native Texas" fare, including north-of-the-border chicken fried steak and south-of-the-border enchiladas and fajitas.
"I do think the locals probably don't support downtown," said Bill Rowe, president and chief executive officer of Willie C's. "I think they're doing all their activity down on 23rd and Iowa (streets)."
Despite the competition, more restaurants are on the way downtown, where there are more than 300 businesses with 5,000 employees in a 16-block area. One restaurant already is in the works for the former home of Prairie Patches, 811 Mass., and another ownership group is considering one for 724 Mass., one of two buildings previously occupied by Johnson Furniture.
Rost, for his part, knows that winning never comes easy. That's why he and his staff carefully considered every detail for the new establishment, from the four 61-inch TVs above the front door to the crimson, blue and gold tiles on the floor.
Even the tortilla chips will be red, blue and gold.
"It'll be fun if it at least breaks even or profits," said Rost, who co-owns bars in Lawrence and Topeka with different sets of investors. "It would not be fun if I lose my (rear)."
-- Mark Fagan's phone message number is 832-7188. His e-mail address is mfagan@ljworld.com.
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