Alexander’s Steakhouse, a Cupertino, California-based fine dining restaurant, aims to turn a profit this year in Taipei, although it is still adjusting to the local market, a senior executive said yesterday.
The company is targeting an annual revenue of US$3.5 million for its Taipei branch — equivalent to about a third of the revenue at its larger Cupertino venue, whose clientele includes top executives from Apple Inc, Tesla Motors, Facebook Inc and US professional football and baseball players.
“We are confident of achieving this goal, although we are still learning and adapting to the local dining culture,” Alexander’s president Chanile Chang said in Taipei.
The Taipei steakhouse is a joint venture with Tonlin Department Store Co (統領百貨), whose chairman, Tony Su (蘇建義), was inspired to bring Alexander’s to Taipei after visiting the restaurant in Cupertino.
Despite the economic downturn in the past three consecutive quarters, Taiwanese restaurants have held firm, with overall dining revenue growing 3 percent to NT$33.9 billion (US$1.04 billion) in April from a year earlier and cumulative sales gaining at the same pace to NT$144.8 billion in the first four months, official data showed.
Food and beverage sales are one of the few economic indicators that have fared well despite the continued economic weakness, according to government statistics, thanks to a stable job market, a high savings rate and a passion for food.
Diners on average spend between NT$4,000 and NT$5,000 at Alexander’s — on a par with A Cut Steakhouse at the Ambassador Hotel (國賓大飯店), the N°168 Prime Steakhouse at the Grand Victoria Hotel, Morton’s The Steakhouse Taipei and Danny’s Steakhouse (教父牛排).
“We offer much more with our unique interpretation of the classic American steakhouse, with hints of Japanese influence in the menu,” company deputy manager Vanessa Huang (黃貴秋) said.
Led by US executive chef James Brownsmith, Alexander’s Taipei, which can accommodate a maximum of 50 guests, has 18 kitchen staff and 28 servers to ensure the best service quality, Chang said.
Many might think that such a high staff-to-guest ratio is unnecessary, but Alexander’s aims to prove them wrong, Chang said, adding that the steakhouse is to open an outlet in Tokyo by the end of this year.
To raise its name recognition, the steakhouse has invited Michelin chef Claude Le Tohic to co-present a special menu featuring an eight-course dinner with four glasses of wine priced at NT$7,000 per head from June 15 to June 17.
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