Several EVG readers noted that Apartment 13 at 115 Avenue C was closed during the holiday weekend… and a sign out front points would-be diners and reservation holders to Dinner on Ludlow … inside the much-maligned DL …
Apartment 13's Facebook page notes that they are temporarily closed. The restaurant, the first for chef John Keller (the executive chef at Dinner on Ludlow), opened last July 25 here between East Seventh Street and East Eighth Street.
The food and ambiance at Apt is great. The prices are just a bit absurd and the service is amateur hour. I've been several times - they just don't understand the neighborhood. Avenue C is not a dining destination - if they want to succeed they need to build a local clientele, and they are never going to do that with $35-40 entrees, $20 apps and a seriously over priced wine-by-the-glass selection. Stop treating your customers like ATM's and offer them a REASON to dine with you regularly. So many restauranteurs seem to have forgotten the basics of running a business it's just sad. They are all caught up in a fantasy that their food and menu are just so amazing that crowds will flock to them from miles away and money is no object - sad. The place has promise, but I would bet it's already too late for them - probably so far behind the 8-ball that they can't imagine charging less and increasing quality and service at the same time - typical restaurant death-spiral.
ReplyDeleteAnyone affiliated with "The DL" is nobody I want to dine with - and they certainly understand nothing of the neighborhoods they inhabit.
ReplyDeleteThe food and beverage program was excellent and comparably priced to other restaurants in the area. The realities of commercial rents these days set the price point in the restaurant. It was becoming a destination spot for food lovers looking for innovative well-prepared food and well-crafted cocktails.
ReplyDeleteUnfortunately the sign reflects a dispute between the investors and the chef and front of the house talent whose vision this restaurant was. The investors won this little battle.
It will go on in some form, possibly with a name change, but as you can see the investors are looking for the same type of return as their other place DL. I have a feeling everyone in the neighborhood will look back fondly on the days as Apartment 13 under John Keller's helm. Be careful what you complain about, it is likely to be replaced with something far worse.