Wild Eggs owners plan new concept restaurant

Per Business First article today, some highlights:

The parent company of the Louisville-based Wild Eggs breakfast and lunch chain is ringing the dinner bell. Eggheadz LLC plans to open a Mexican restaurant, called Wild Rita’s, in downtown Louisville. The restaurant will be located at 455 E. Market St., in a 4,000-square-foot space previously occupied by Mozz.

The concept is billed as a “modern Mexican and Tequila Bar.” The restaurant will have nearly 100 different tequila selections. Menu items will range in price from $3 to $20, with entrees falling between $10 and $20. The 140-seat restaurant will be open for lunch Monday through Friday and for dinner seven days a week.

Eggheadz plans to have the restaurant open by the end of the year. Wild Rita’s will be located near the company’s fourth Wild Eggs location, which is under construction at a site on Floyd Street, near Market Street.

Read the article here http://www.bizjournals.com/louisville/news/2013/11/12/wild-eggs-owners-plan-new-concept-for.html.

Always happy to hear of a new restaurant opening and I do wish them all the best
BUT
Another Mexican restaurant? Really? Can't someone please think of a new concept or food nationality to explore? Every other food establishment is either pizza, Mexican or Chinese.

[Robin Garr]

I assume "Rita's" is an ironic reference to Margaritas, and I think we can safely assume that this is not going to be a place where foodies rave on about "authenticity."

It's in Fourth Street Live, folks!

I say we give cred to the Wild Eggs guys for getting Cordish or the city to let a local company in. Most of us won't go. But I hope they make a ton of money by delivering something decent that fits the marketplace, and the Wild Eggs model suggests that these guys are very good at that.

I assume "Rita's" is an ironic reference to Margaritas, and I think we can safely assume that this is not going to be a place where foodies rave on about "authenticity."

It's in Fourth Street Live, folks!

I say we give cred to the Wild Eggs guys for getting Cordish or the city to let a local company in. Most of us won't go. But I hope they make a ton of money by delivering something decent that fits the marketplace, and the Wild Eggs model suggests that these guys are very good at that.

Is it at the site of the original Mozz or 4th st? I thought the brazilian steakhouse was going in at 4th street.

I assume "Rita's" is an ironic reference to Margaritas, and I think we can safely assume that this is not going to be a place where foodies rave on about "authenticity."

It's in Fourth Street Live, folks!

I say we give cred to the Wild Eggs guys for getting Cordish or the city to let a local company in. Most of us won't go. But I hope they make a ton of money by delivering something decent that fits the marketplace, and the Wild Eggs model suggests that these guys are very good at that.

Robin,
This is the site of the old Primo. Not 4th st live.

[Robin Garr]

Robin,
This is the site of the old Primo. Not 4th st live.

Well, kee-rap! Why didn't they say so?

I read "Mozz" and thought ... well, never mind what I thought.

I still think the Wild Eggs guys will make this work, but ... d'oh!

Thanks, Will!

Robin,
This is the site of the old Primo. Not 4th st live.

Well, kee-rap! Why didn't they say so?

I read "Mozz" and thought ... well, never mind what I thought.

I still think the Wild Eggs guys will make this work, but ... d'oh!

Thanks, Will!

Well to be fair Mozz had that short lived place at 4st live.
I hope they can make it work. It is close to the heart of Nulu but it is a bit off the main path.

[Robin Garr]

I hope they can make it work. It is close to the heart of Nulu but it is a bit off the main path.

Yeah, it's really troubling that the artificially created "NuLu" excludes the stretch west from I-65 to Whiskey Row. The stretch that Primo/Mozz/Wild Rita's is in (and Saffron's also) kind of gets overlooked. I guess you could argue that it's "downtown," but as a practical matter, "downtown" kind of ends at Second Street in that neighborhood.

Of course, if I were king, I'd oncorporate all of Market and Main from Ninth Street to the Stockyards as the Cast Iron District and promote the hell out of it in national media, but I'm not king and don't particularly want to be.

but as a practical matter, "downtown" kind of ends at Second Street in that neighborhood.

I still think of anything inside the Watterson as "downtown".

I wish them all the luck but wish we weren't doing it! Wild Eggs is a great concept that they should continue to develop and expand, they don't need to dilute their resources are another concept. Also the location where they're going is far from ideal, it's kind of a no man's land between downtown and NuLu (I still hate that name). Besides, I don't see how you can call anything Mexican "New Concept"!

I hope they can make it work. It is close to the heart of Nulu but it is a bit off the main path.

Yeah, it's really troubling that the artificially created "NuLu" excludes the stretch west from I-65 to Whiskey Row. The stretch that Primo/Mozz/Wild Rita's is in (and Saffron's also) kind of gets overlooked. I guess you could argue that it's "downtown," but as a practical matter, "downtown" kind of ends at Second Street in that neighborhood.

Of course, if I were king, I'd oncorporate all of Market and Main from Ninth Street to the Stockyards as the Cast Iron District and promote the hell out of it in national media, but I'm not king and don't particularly want to be.

Yes that would be a cool idea. But that is a huge swath of ground. If you look at the sections of NYC that are "branded" Chelsea, West Village, East Village- they are all smaller. Walkable. 9th to the stockyards in Louisville is Twice the size. Being able to walk it is key.

That area is going to look a whole lot different after they finish the seemingly mile long under pass right at their door step for this downtown bridge insanity. Have fun walking underneath that thing. I am glad, however, to see a business fill that location. I wish them the best!

[Robin Garr]

Here, better late than never, is the complete news release. I generally edit news releases to de-hype them, but because of all the discussion here, I'll post this one just as received.

Wild Eggs’ Founders To Debut New Restaurant Concept in Downtown Louisville

Wild Rita’s Restaurant Will Serve as Louisville’s Only Modern Mexican and Tequila Bar

LOUISVILLE, Ky. (November 15, 2013) --- The masterminds behind Wild Eggs, the
“wildly” successful breakfast, brunch and lunch restaurants founded in Louisville in
2007, have developed a brand new lunch and dinner restaurant concept slated to open
in downtown Louisville in December 2013. Wild Rita’s will be a celebration of
Mexican flavors and will feature authentic beverages and fare that showcase the
culinary diversity of Mexico. The creativity of the menu will be matched by the
liveliness of the dining room with an energetic atmosphere, live music and bold
décor. The 140-seat restaurant is located at 445 E. Market Street and will be open
for lunch Monday – Friday and dinner seven-days a week.

Chef Tony Efstratiadis has created an extensive, chef-driven menu that will serve as
a broad brushstroke of Mexican flavors. From artisanal tacos made with
house-roasted, rotisserie-spit meats to ceviche, hand-made tamales and wood-fired
chili rellanos, enchiladas and Mexican pizza, prices will range from $3 to $20. The
restaurant will have a strong libations program and will feature over 100 types of
tequila. Other dishes include:

Molcajetes
Traditional Mexican stew prepared with shrimp, chicken, beef, chorizo and spicy
tomato chili sauce, served in a hot lava bowl

Agave Glazed Salmon Salad
Agave glazed salmon, grilled and served atop a bed of lettuce with roasted corn,
jicama, red onions, dried papaya and house-made chile vinaigrette

Mussels con Chorizo
Prince Edward Island Mussels Poached in Mexican Lager with chorizo, red onions,
cilantro and garlic

Slow-Roasted Pork Shoulder
Adobe rubbed, slow-roasted pork shoulder with salsa verde and chipotle raspberry
sauce, topped with a fried egg and chicharrones

Day-to-day restaurant operations of Wild Rita’s will be handled by Todd Troy,
Proprietor and Operating Partner, allowing the principles of Wild Eggs to focus on
unrelenting brand growth and franchise operations of the later. Following the sale
of his dinner restaurant in 2012, former Napa River Grill owner JD Rothberg and
General Manager Shane Hall are looking forward to an opportunity that allows them to
get back in the dinner business while continuing to grow Wild Eggs.

“Authentic Mexican food has always been my favorite cuisine. Opening a restaurant
like Wild Rita’s gives us the opportunity to be a part of a new, exciting venture in
Louisville,” said JD, Rothberg, co-founder and owner of Wild Eggs. “I think people
are going to be shocked when they step through our doors and realize that this is
not ‘just another Mexican restaurant.’ Wild Rita’s is going to have serious staying
power in our market.”