In the midst of these developments, Lincoln Road's 5 Napkin Burger was looking to reach a bigger, broader audience, so they're embracing a new name and new menu items. But no worries meat eaters - their signature burgers aren't going anywhere.
5 Napkin Grill is their new name, and they want the world to know they're more than just good beef.
"I always had a couple of dishes on there, lighter dishes on that menu than I had in the New York market. There were salad dishes - it was geared towards people looking for lighter fare as I imagine people would want in South Beach," said Executive Chef and Partner Andy D'Amico, speaking about the Lincoln Road location.
"As we finished up our first year we decided we wanted to reach out to an even broader market. We've been testing new starters, appetizer dishes in New York, and decided that Miami would be one of the first stores where we'd extend our appetizer selection."
The new app options include wasabi deviled eggs with Siracha; warm Bavarian pretzel sticks with cheese fondue; pimento cheese potato skins; pesto flatbread; and fried calamari diavolo.
They're also adding new salads including a Southwestern chicken bowl with grilled chipotle-rubbed chicken breast, chayote, roasted red peppers, grilled corn, queso fresco, tortilla strips and ranch dressing and an Ahi tuna nicoise bowl with grilled peppercorn crusted tuna.
"Our brand was conceived as an American bar and grill, but we find that people who don't know our name or brand outside of the New York market don't realize we do a broad range of dishes. So we actually decided to test out the name 5 Napkin Grill, and we are already seeing a swing away. More people are coming in and eating the non-burger entrees," D'Amico adds.
While the restaurant normally sells about 78 to 80% burgers, since the name change, they're already swinging towards a 62% burger, 38% other entree split, which is significant.
In addition to the new menu items, they redesigned their patio with colorful seating, and changed up the interior to include large tables for groups, enhanced lighting and a playlist heavy on the Latin rhythms.
"We were concerned during the summer months that people might walk by and say, I don't feel like a burger, I want to eat lighter fare - and won't even bother to stop and look at the menu. 5 Napkin Burger is a big name, it tells a big story, and we're a lot more than good burgers."
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