Restaurant Review
Holyfield’s New South Grill -- Not Just a Sports Bar
by Linda J. Field
In Atlanta, Georgia, a top-of-the line eating establishment boasts as one of its owners and founders none other than Evander Holyfield, three-time world heavyweight boxing champ.
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Evander Holyfield and John Akhile |
Holyfield’s New South Grill is attempting to shake up the preconceived notions about sports figures and fine dining. The restaurant is seeking to establish itself as the first in a new chain of upscale, yet casual, restaurants. Co-owned by chef John Akhile, the 250-seat restaurant opened its doors in April 1999.
“With a celebrity name, people often believe it’s all hat and no Cadillac,” says Akhile, borrowing a southern expression. “We’re the opposite. Holyfield is a great name in sports history, but the restaurant is backed by top-flight cuisine and excellent service. We’re not all fluff, but instead offer a lot of substance with good food in inviting surroundings served by people who care.”
Other things about Holyfield’s New South Grill seem contradictory. The specials for a recent lunch ranged from the down-homey sounding roast corn and chicken soup to seafood and shellfish linguine with a tomato-mushroom sauce to a chicken and lo mein stir fry with hosein sauce. Akhile terms the menu “a new south fusion.” Also available at the restaurant is the six-course prix fixe chef’s table available for parties of up to 16.
The design of the restaurant is contemporary yet eclectic, as is the cuisine. Combining steel, metal and wood in the interior, the colors of roasted red pepper and cream are used to set off the restaurant’s art and stone sculptures. The floor is made of polished concrete which has been cut into tiles and individually stained, creating a checker-board effect. A steel double-sided fireplace straddles the dining room and lounge. The eclectic atmosphere is carried through the restaurant.
Special events are planned in the restaurant weekly, including news-maker wine dinners where celebrities address the patrons, live jazz on weekends and special menu days where the diner might find “blue grass day” featuring mint juleps and Cajun cuisine. Special parties are welcome as are catering orders.
Controlled growth is planned, with the goal of establishing 30 Holyfield’s before exploring other concepts Akhile has in mind. He is attempting to emulate the success he experienced with such chains as Houston’s, Steak & Ale and Macaroni Grill over the last 20 years. The plan is for the chain to grow deliberately by the mushroom effect, with two or three more Holyfield’s opening in the Atlanta area before expanding into new territories. Expansion will be considered in the Carolinas, Nashville or Memphis, Tennessee, Texas and possibly Alabama.
Spaces of 8,500 sq.ft. to 15,000 sq.ft. are of interest which provide room for corporate or family functions in strip centers, regional malls or freestanding locations. Akhile feels that he can be flexible with the location, keeping all options open and making final decisions based on demographics and locations. The core diners at Holyfield’s are professionals aged between 30 and 40. Within a 10-mile radius, a population of 50,000 is desirable, earning an average income of over $75,000.
This first Holyfield’s New South Grill has been well-received in Atlanta. It has received good reviews by critics and diners alike and was recently featured in Southern Living Magazine. It is one place where the contradictions have worked together to create a successful dining experience.
For more information, contact John Akhile, Holyfield’s New South Grill, 6075 Roswell Road, Atlanta, GA 30328, 404-531-0300; Web site:
www.holyfieldsrestaurant.com.