Lasco Enterprises announced today that the company is opening a second location of its Max's Wine Dive concept in Montrose next to Mexican restaurant Cuchara at 214 Fairview this fall. The announcement confirms the rumor that CultureMap reported back in March, but which Lasco chief brand officer Jonathan Horowitz told Eater was "premature."
At 2,500 sq ft, the location is 500 sq ft bigger than the original location on Washington Avenue. The restaurant's decor will be similar to the original with an industrial style, shotgun bar, an open kitchen and more. There's also plenty of parking thanks to an adjacent lot. The restaurant is currently looking for a chef to run the kitchen.
See all the details in the press release below.
May 17, 2013: HOUSTON, TX – Lasco Enterprises, LLC, parent company of MAX's Wine Dive restaurants, Tasting Room Wine Cafés, Boiler House Texas Grill & Wine Garden, and The Black Door, announces that it has signed a lease and will open its second MAX's Wine Dive location in Houston.
The new restaurant will be located at the corner of Fairview and Taft in the Montrose area of Houston. This bustling neighborhood is mere blocks from the crowded restaurant scene on Lower Westheimer, where MAX's future next-door neighbor Cuchara already has established the intersection as a flourishing culinary corner. MAX's will occupy approximately 2,500 square feet of the renovated grocery/market building, making this location more than 500 square feet larger than the Washington Avenue MAX's Wine Dive.
After operating the original MAX's location on Washington Avenue successfully for more than six years (it opened in December, 2006), owners Jerry and Laura Lasco determined the time is right to open a second Houston location. Said Jerry Lasco, "We have been fortunate that wine and food lovers in Houston and beyond have embraced the MAX's concept so passionately – we have the best and most loyal fans – many of whom visit the flagship MAX's numerous times each week. Now, they will have some more space and another option when they need to satisfy their craving for MAX's famous fried chicken, truffle 'MAX 'n Cheese,' or one of our wines from around the world."
MAX's Wine Dive has been one of the state's most successful restaurant brands for the past six years, expanding from Houston to include locations in Austin, San Antonio, Dallas, and Ft. Worth (Ft. Worth is scheduled to open in August, 2013). Earlier this year, Nation's Restaurant News named MAX's Wine Dive one of the "50 Breakout Brands" in the United States as the publication recognized "?some of today's hottest emerging concepts – ones making their marks with their innovative experiences and cutting-edge cuisines."
Like all MAX's locations, this restaurant's menu will be split between the "MAX's Classics" on the left and the chef-driven creations on the right side of the menu. In the coming months, the Lasco team will be conducting a search to identify the best chef to lead this new neighborhood spot. "Whoever lands that position will have a lot to live up to, as Executive Chef Michael Pellegrino has set an extremely high standard during his four years at the original MAX's – we always enjoy some friendly competition and rivalry between our locations," said Jonathan Horowitz, the Lasco's business partner and the company's Chief Brand Officer.
The décor of this location will be similar to the the original, featuring an industrial style, shotgun bar, leather banquettes, a jukebox, an open kitchen, and local artists' work on the walls. There is an adjacent parking lot and street parking to provide diners with various parking options. As with all of the MAX's, the wine list will feature approximately 150 wines all available by the glass (with a two-glass commitment MAX's will open any bottle in the restaurant) and all wines will be available to take home as a retail purchase.
In addition to the restaurant, the Lascos will be opening a small, as-yet-unnamed concept between MAX's and Cuchara in a 500 square foot space carved out of MAX's overall 3,000 square foot footprint. "We're looking to do something unique and exciting in this sliver of real estate – something that the neighborhood will really embrace," said Jerry Lasco. The company will announce plans for this new endeavor closer to the MAX's opening date.
· Max's Wine Dive [Official]
· A restaurant double: Max's Wine Dive plots a 2nd Houston location, creating a new foodie corner [CultureMap]
· Max's Wine Dive Denies Montrose Rumors [-EHOU-]