by
The upcoming restaurant is in Capitol Park Lofts, a remodeled 1912 building downtown. (Photo by Allan Lengel)
Prime + Proper should be ready for prime time soon . . . maybe this month.
"I think we are pretty close," owner Jeremy Sasson tells Deadline Detroit, though he won't say if that means an opening before or after Labor Day. "No official date set," his social media reply says.
Jeremy Sasson: "This is an excuse-free experience." (Facebook photo)
Sasson had hoped to see steaks and seafood moving from grill to tables by now. "Prime + Proper is on track to open between late July and early August," Eater Detroit posted after contacting him in June.
"Opening Summer 2017" it says alongside the door at 1145 Griswold St., leaving seven weeks to hit that mark. The two-level location in Capitol Park Lofts, a remodeled 1912 building, once housed Peter Smith & Sons grocery and butcher shop.
The restaurant exterior looks ready, with a gracefully curved portico, eye-catching window graphics and the name above the doors. Job applicants are screened at a hiring office nearby as contractors work on the interior.
Diners will see gold-tone cutlery, an open kitchen with a massive stainless steel grill, a butcher shop with dry aging meats on view, round booths, Art Deco design, white and black marble, and brushed brass.
Community interest is building. Prime + Proper already has nearly 2,500 Facebook followers.
It's the third launch by Sasson since he opened the popular Townhouse bistro in Birmingham six years ago this month. A downtown Detroit counterpart with the same name followed in July 2015 at 500 Woodward Ave.
Fast-forward to a busy year for the 32-year-old entrepreneur, who married Aly Berman on June 17 at the Westin Book Cadillac Hotel and had their elaborate reception in a clear-top tent outside. Their European honeymoon comes after the birth of Prime + Proper.
Seafood selections include scallops with cauliflower and corn, garnished with pea tendrils and chanterelle powder. (Instagram photo by Michael Barrera)
The newcomer's marketing is lofty and brash. Here's how it positions itself online:
Prime + Proper is a modern interpretation of the classic American steakhouse. Prime + Proper will restore what can only be described as luxury, rich with detail.
Prime + Proper is a marriage of traditional steakhouse fare with elevated contemporary culinary mastery. Our purpose is dedicating ourselves to providing a truly remarkable experience through enlightened hospitality, unrivaled attention to sourcing exquisite ingredients, and continuous innovation within every detail.
Prime + Proper artfully combines bold with polished sophistication, setting forth the new standard for steakhouses.
"This is not your quintessential red leather couch in an overly intimate space," Sasson tells Eater editor Brenna Houck.
The executive chef is Michael Barrera and the executive butcher, who'll interact with guests before they order meat, is Walter Apfelbnaum. The wine director is Liz Martinez.
Barrera, a graduate of The Restaurant School in Philadelphia, worked at Beverly Hills Grill and Streetside Seafood in Birmingham before Sasson recruited him in early 2015 as executive chef at the first Townhouse. He moved to the downtown location that fall.
Charcoal fried oysters
In the front of the house, servers (called "service artists"), hosts (called "concierges") and other team members will get Jeremy's 15 Commandments, as we nickname the "values and standards" he posts on Instagram. A sampling:
- Know what the guest needs before they do.
- Consistently care about the smallest details.
- Act as if you only have one guest. To that guest, they are all that matters.
- This is an excuse-free experience.
He also suggests imagining that "each guest has an invisible sign hanging around their neck that reads: 'Make me feel important.'"
Openings in 12 job categories are listed here, with online applications invited. Positions include bartender, pastry assistant, chefs (line, prep and pantry), host concierge and server service artist.
Preparations for the any-time-now debut also include food photography for menus and ads. These keepers, which make us hungry, are shared on Instagram:
Logo steak knives are a distinctive part of the custom cutlery.
Wagyu strip steak, dry aged 35 days.
Onion rings with mustard-horseradish sauce.
Custom plate and table linen designs complement the Art Deco decor.
Capitol Park's streetscape now includes this appetite-building window graphic.
