Reimagining Work. With Labneh. And Wine. Welcome to Episode 83 of Edacious and a conversation with a restaurateur who has a chance many folks don't get. A second chance to open his restaurant in a new space. http://edacious.co/083 What does this mean for his staff? His customers? His bottom line? Meet Justin Ross of Parallel 38, a gentleman and scholar who had the courage to get vulnerable and real about the effects a closing, then a reopening has on the hearts, minds, and spirits of everyone involved. Recorded on August 1st when only a few regulatory papers lay between him and a grand opening. Anyone who's ever opened a restaurant can certainly commiserate with this sense of anticipation.
I spoke with Justin early on in Edacious history so it was intriguing to converse at this stage of the restaurant's development. Parallel didn't close due to lack of business, in fact, the last two weeks of service there wasn't an empty seat in the place. Because now, as then, Justin's primary focus is on the customer, making sure each one is treated not as a commodity but as a guest. Giving them the best dining experience possible.
The old spot in Stonefield presented challenges. The new spot, in the old L'Etoile space on West Main, presents new ones. We talk about the delicate navigation involved in overcoming obstacles with regard to the customer base, parking, kitchen size, square footage. As in real estate, location is key. The new space is much smaller. How do you go from airy to cozy? What do you have to change? We talk about it.
One thing that hasn't changed? The concept. Food and drink served mezze style, tapas, small plates, originating from countries that lie along the 38th parallel. Johnny Garver heads up the kitchen once again and yes, all of your old favorites are here, including some new ones.
If it's one thing I took away from this conversation it's how important it is to thank your host, your server, your bartender if you've had a tremendous eating experience. Because you never know. This is a tough business and restaurants "fail" (note the quotes) because of a myriad of reasons.
I absolutely loved Parallel 38 in its old incarnation. When I learned of its closing I wrote a heartfelt thank you post and paid my respects, thinking his place had met the fate of so many other beloved establishments in Charlottesville. When I discovered it would reopen? After finishing my Happy Dance I contacted Justin. Welcome to a very special episode and one I know I will remember and return to time and again. Get your tissues. You'll need them.
