Magnolia will re-open under new ownership
I live on 12th St between Fifth and Sixth, and have been wondering what's going to become of Magnolia, which was closed in August for "reonovation." Turns out it was sold, and will re-open on Dec. 1 as a restaurant-wine bar called Soigne Restaurant and Wine Bar. I was asking some painters working outside what was going on yesterday, and a youngish guy weighed in. Turns out he's the new co-owner, and executive chef. His name is Anthony, he's 26, and he told me he'll serve "modern American cuisine." His food will be a bit higher priced than Magnolia, but will be "a hundred times better." He'll have bites, small plates, and a "seasonal market-inspired menu." FWIW.
Comments
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Hmmm. It's hard to get excited about this. It kind of sounds like the same as Magnolia but more expensive and smaller portions. Sorry if this ageist but the chef seems a little young to me. Was he at least fat? Not sure I can trust a young, skinny chef.
Sounds like the same old same old. And Soigne? Might as well have called the place Pretentious. But you never know, let's hope it turns out well. -
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The menu has a pretty good selection, but I wonder how well a high end place like that will do in this economy. And that location isn't really the best in terms of high foot traffic. The restaurant biz in Park Slope must be pretty brutal.
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weird name.
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Was curious of what soigne meant so I looked it up.
adj: soigne - polished and well-groomed, showing sophisticated elegance - refined and tasteful in appearance or behavior or style...
Based on his comment to Woodsy sounds like he needs either a name change or an attitude change. Nothing elegant refined or tasteful telling past customers that it will be "a hundred times better" than a restaurant that was loved by many.
Time and tastebuds will tell. -
In the restaurant industry, soigne also means to take care of someone more so than others.
For instance, we have mr. blah blah at table 22, lets soigne him, or super soigne him. -
Ack! Higher prices than Magnolia? Fail! Liked Magnolia for atmosphere and sometimes jazz but always thought their prices were too high. Can't really imagine higher prices being successful on this stretch of 6th. Why oh why can't there be a new Toto only French or American or tapas??
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We always enjoyed Magnolia. Sorry it bit the dust. And now that I think of it the last time we ate there was early summer. They had a menu that could be "negotiated" if you wanted the bill to be less but certainly it was not inexpensive. I kind of liked the off beat location and remember nice walks to this place on a spring evening. It is not a large capacity seating place and even if new owners have an upscale concept (think leisurely meal) they would need to turn the tables over to make any given night profitable.
Just some random thoughts. -
Never, EVER, name your establishment a name that 99% of your clientele will be unable to pronounce.
"Say honey, let's try that.... um... 'Sonya' place tonight"
"You mean 'Swan'?"
"No, it's 'Sonya'. Or... 'Sognee'?"
"So-aine?"
"Soy-nuh?" -
It's been a while since I've used French, but I believe it's pronounced swan-yay. I always thought a soignee is when you dunk someone's head in a toilet and flush. Oh wait, that's a swirlie.
And it wouldn't be the first place around here with a name most of us can't define or pronounce without looking up. Off the top of my head I'm thinking of Barbes and Bar Reis, and Okeanos. I had trouble with those when they first came out. And most sushi places for that matter. It's another reason why Blue Ribbon is the gold standard. Great food with a name I can both pronounce and define without research. -
Yes, that is how it is pronounced. Besides the strange name they should hope to have as long a run as Magnolia. They were around for 10 years. I also heard through the grapevine that the old owner Roger is still somehow involved in the new place. If that is true it will be a good thing for business as he is well loved in the hood.
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food diva wrote: Yes, that is how it is pronounced. Besides the strange name they should hope to have as long a run as Magnolia. They were around for 10 years. I also heard through the grapevine that the old owner Roger is still somehow involved in the new place. If that is true it will be a good thing for business as he is well loved in the hood.
If that's true I can't help but to wonder how he felt about the new chef's comment that it will be 100 times better than Magnolia. -
Well for his sake I hope he does not read this blog. I know I would be pretty peeved.
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Given how well thistle hill is doing, if they do it right, it could be a hit.
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Here is the restaurant on Facebook.
http://www.facebook.com/pages/Brooklyn-NY/Soigne-Restaurant-Wine-Bar/162707180416775
You can give Anthony feedback.
I already told him that we need value, some lower priced items, because a lot of people are still hurtin'. -
Did you send him the link to this blog? Maybe he will come down to earth and realize his NEW restaurant is not the end all be all to our hood. Based on his comments to you I'm not rushing to try him out especially when Prime Meats and Buttermilk Channel is a short ride away. They are what I call Soigne.
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The main problem with this location is it has no foot traffic and it far enough away from the two main subway lines so that it will have to:
a) be a place locals will want to take their
-- kids to
-- dates to
The problem with that is they are sometimes mutually exclusive. And I don't really see a place that has 3 foams and one alginate sphericifaction on their tasting menu (from their catering) really catering to the former in that group.
b) be a destination restaurant
Meaning the food is so good people will drive/walk/car service to and if they do to that, it won't really be a destination for those in category a.
For a place to become a destination location it will take getting enough word out and making people come to it. That takes time, and money. So hopefully he can have enough slush funds to keep the place afloat for 8-12 months until this could happen.
If their menu is going to be based on the type of food I see on their website, say for example:
Braised Beef Cheek, Warm Potato Foam, Glazed Thumbelina Carrots, Black Truffle Ragout
It sounds good, but if he wants to keep his food costs at 30-32%, he will need to price that dish in the high 20's, like 28/29/30
I am all for more choices in the neighborhood and welcome a good place to go eat, but the problem is I think they need to decide what they want to be when they grow up. Right now I don't see much of a market for foams/alginates/liquid gels in the neighborhood. But I am happy it isn't another nail salon / sushi restaurant.
It is just sad to see so many places start up in the neighborhood only to crash and burn. Remember that coffee shop on 16th and 5th that lasted for 4 months?
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