The Atlantic is now booze-free, too

The Atlantic Restaurant’s Nathan Isberg has made an ongoing commitment to do away with everything that makes a restaurant a restaurant. Last year he ditched the concept of a menu entirely, along with the idea of set prices, and now he’s done the unthinkable: he’s no longer selling alcohol at his Dundas West restaurant. “It’s another part of trying to figure out what parts of the restaurant are essential and what aren’t,” Isberg says. “It’s about focusing on the experience itself as opposed to numbing the brain or creating a fog.” Isberg says he’ll still serve wine for special events, but for the past few months, his regular dinner service has been dry. In lieu of booze, he’s been serving his own elixirs made with ingredients like kombucha, bitters, whey soda, orris root, cider and other herbs and fruit. (In line with how Isberg chooses which dishes to cook, he mostly just makes whatever drinks he feels like. Just don’t call them mocktails; he doesn’t think anything, alcoholic or otherwise, is missing.) But what about that whole money thing that alcohol usually brings in? “You take a little bit of a hit,” Isberg admits. “On the other hand, I don’t waste the money I have. I don’t have a bunch of staff standing around, and I don’t throw food away.”
I think a segue should have been BYOW with a corkage fee. I like wine with my meal…but that doesn’t mean we “create a fog”. Wine is an enhancement…seems strage that he’s at odds with that.
Taking away your highest-margin product? What a great way to kneecap the profitability of your business.
i smell closure
I liked the idea up until this point. The ‘whole experience’ is what the customer makes it, not the chef, no matter how good they are.
I was at Bymark a few years ago and one of the guys at our table wanted a “Canadian in a can”. They didn’t have Canadian in any form, never mind a can, but sent the bar-back down to the LCBO to score six-cans of Canadian. This is why guys like McEwan are doing the business they’re doing, they know what makes customers happy.
Saw this dude at brunch having a caesar with his cubano on ossington recently. so definitely not against the booze!
West: 33
East: 2
Is this the same dump that was on Restaurant Makeover ?