“Hey, honey I’m in the mood for a good steak tonight. Where should we go?”
“How about Sēr’s?”
“No, I don’t want a new washing machine, I want a cowboy rib-eye. Why would I want to go to Sears?”
Okay, it needs a lot of workshopping but so does the name Sēr. That is the name of the new steakhouse replacing Nana in the Hilton Anatole. Sēr is set to open on October 1, 2012.
If a restaurant name is sent out in a press release and followed by “(pronounced “sear”),” I can tell you there will be trouble. Names should be easy to read and say. A customer should be able to glance at the name, style of font, and get an idea of what they are to expect.
Contemporary marketing people: We are stupid. Asador may be a great restaurant, but it doesn’t sound like one. We like our names simple. Even CampO Modern Bistro can be shortened to as CampO’s. Nobody has to pronounce that silly big O. What would have been wrong with Nana’s Steakhouse? You could have combined some tradition along with your fancy “open, airy layout that is both casual and sophisticated. Warm cognac and whiskey leathers, locally sourced end-grain mesquite walls and community tables, rich mesquite floors and solid walnut tabletops create a masculine, yet hip and urban feel. A chef’s table and wine display will be an intimate destination adjacent to the exhibition kitchen. And, of course, its stunning views make it unique among its competitors.”
Sēr that! Full press release below.
Hilton Anatole Announces New Contemporary Steakhouse
Set to Open This Fall
DALLAS – April 10, 2012 – The legendary Hilton Anatole in Dallas is pleased to announce the creation of its new, contemporary steakhouse, Sēr (pronounced “sear”).
Scheduled to open on October 1, 2012, Sēr will replace the iconic Nana as the premier dining destination in the landmark convention hotel. Boasting some of the most incredible views of the picturesque Dallas skyline, Sēr will offer prime cuts of the finest beef, the freshest of seafood, and unique appetizers and side dishes that will clearly differentiate it as a new style of Dallas steakhouse.
“Visitors to Texas, whether here for business or leisure, continue to flock to its popular steakhouses,” said Harold Rapoza, general manager, Hilton Anatole. “We intend to create a unique steakhouse different from all others in Dallas.”
From a design standpoint, Sēr will be an open, airy layout that is both casual and sophisticated. Warm cognac and whiskey leathers, locally sourced end-grain mesquite walls and community tables, rich mesquite floors and solid walnut tabletops create a masculine, yet hip and urban feel. A chef’s table and wine display will be an intimate destination adjacent to the exhibition kitchen. And, of course, its stunning views make it unique among its competitors.
The culinary offerings of Sēr will highlight a wood grilling technique that will produce amazingly flavorful steaks. In addition, the distinctive side dishes, appetizers and desserts will include many one-of-a-kind offerings in all of Dallas.
Heading up the culinary team of Sēr is Chef Anthony Van Camp, a gifted young Texas native, whose mentor is the legendary Anthony Bombaci, the critically-acclaimed executive chef of Nana, who was recently promoted to hotel chef de cuisine. Having worked with Bombaci for the last six years as executive sous chef, Van Camp is up to the challenge.
“We look forward to elevating the steakhouse concept to a whole new level at Sēr,” said Chef Van Camp. “In a community of wonderful steakhouses, we are positioned to distinguish ourselves with an array of outstanding and unique cuisine.”
Nana will close its doors on June 9, 2012, and construction will begin immediately on Sēr, lasting approximately 90 days, in time for an October 1 opening date.
“The Anatole has an honored tradition of culinary excellence, and Sēr will continue that well into the future,” said Rapoza. “In the same way that Nana became part of the social fabric of Dallas, so will Sēr become just as beloved, and will attract a diverse blend of hotel guests and local residents.”