Friday, November 30, 2012

Oh So Tasty: Morton's The Steakhouse gets a facelift

Morton's Hot Chocolate Cake
OSC Contributor Jayne Chobot recently attended the relaunch of Morton's The Steakhouse on my behalf. Here's her observation of the rebranding of one of Dallas' most iconic steak houses:

Everything old is new again. It’s never easy to keep up with the youngsters. But what elders have going for them are experience, maturity, and class. Class never goes out of style. Thankfully, Morton’s The Steakhouse has maintained their level of class while modernizing their Uptown Dallas location on McKinney Avenue, the third of their restaurants to go through such a renovation.

The restaurant recently held a celebration for its VIP clientele and family and friends to show off its new fresh and modern look and more varied menu, but I was happy to see that what it retains of its old world elegance is still what sets it apart from its neighbors. The crowd in attendance was in agreement, proudly sharing memories of business and family celebrations at Morton's restaurants across the country, pointing out favorite menu items and decor elements, and sharing inside jokes with restaurant staff. The renovated bar packed an elegant crowd that seemed to be happy to be "in on the secret" of what one described as "an upscale Cheers bar; where everybody knows your name."

Morton's Filet
The 34-year old restaurant chain recently became part of the Landry’s, Inc. family and has since been merging the old world elegance with a younger, sleeker vibe one location at a time. Management and regular clientele alike are thrilled with the transformation. Aiming to attract a newer, younger clientele than previously known for, but hoping for the classier account executive 30's and 40's set, Morton’s has not lowered its standards and instead has revived themselves in a way that will appeal to both business travelers and locals of all ages.

New textured wallpapers in muted metallics, sophisticated fabrics, and leather treatments maintain the balance of old and new, and the warm hospitality that always set Morton's apart remains. Remarked one of their more distinguished regulars, “It takes a lot of courage to make changes to tradition, but they did a really nice job.”

Located at 2222 McKinney Avenue, Morton’s The Steakhouse is open Monday - Saturday from 5 - 11pm with the bar area opening at 4 pm and on Sunday from 5 - 10pm. Please contact the restaurant at 214-741-2277 for reservations.