China Grill Partners with Maxim Magazine

[Michelle]

Our friends over at China Grill Management have decided to open a joint-venture with Maxim Magazine. The new restaurant will be called "Maxim Prime", set to open in the Sping. Restauranteur, Jefferey Chodorow, said he wouldn't be surprised if the first restaurant opened in New York or Miami. The plan is to open 15 restaurants over the next 5 years. China Grill Management will be in charge of the decor, menu, and the hiring of staff.

They expect the crowd will be young and have an agenda after dinner, like clubbing in South Beach. The menu will be lighter than a typical steakhouse as to not put their diners to sleep with heavy food.

If the restaurant opens in Miami, it will be fierce competition for Prime 112 and Tuscan Steak (also a China Grill Mgmt. Restaurant).

For those of you not familar with China Grill, it is a restaurant group known for style, sophistication, delicious food, and excellent service. They have restaurants all over the world including Miami, New York, Las Vegas, Mexico City, London, and the list goes on. Some of my favorites are Asia de Cuba, Tuscan Steak, China Grill, Social, and Blue Door.

What China Grill Management Restaurants have you been to?

via Scene in the Tropics

[Gus]

Has there ever been a partnership between a restaurant and a magazine before? Seems like a strange pairing to me. A concept like this might work in Las Vegas, but I don't think it would be well received in Miami.

BTW, the CGM restaurants where I've dined are: Blue Door, Asia de Cuba, Social, China Grill, and Tuscan Steak.

[Michelle]

I don't know of any other restaurant/magazine pairings but apparently Maxim also has a shower curtain with their name on it.

Other interesting pairings have been "Martha Stewart Living" and her line of household items, and Time's "Simple Pleasures" launched a line of cleaning tools and home office supplies sold at Target.

Dennis Publishing, who publishes Maxim, said "Anything that challenges our advertising category we don't go near," adding that there wouldn't be a Maxim beer, vodka or video game.

Who knows what they will come up with next.

[Maria de los Angeles]

Can we start calling SoFi MEAT BEACH? %-P

One of my fave blogs, Back in Skinny Jeans, also has an interesting commentary ... I couldn't have said it better myself!

"A magazine that portrays women like pieces of meat is now giving you the chance to literally take a bite of some of that meat, steak that is."

[Gus]

Is Jeffrey Chodorow really considering this?:

"...the Maxim restaurants are going to have all over the place pictures of the girls in their magazine. With that in mind, no female patron is going to feel like eating with pictures of skinny, bikini clad chicks staring at her."

Jeffrey's a smart restaurant man, but he's made mistakes (I'm looking at you: China Grill Cafe, Javier's Cantina, and hiring Chef Rocco DiSpirito).

It's one thing to go to a restaurant and see Maxim-like women sitting nearby; this vibe is commonplace for South Beach on a Saturday night. It's completely different if there are pictures of Maxim girls adorning the walls.

This is starting to smell like a wanna be Planet Holywood.

Sorry to bring back bad memories, but speaking of Rocco DiSpirito, who do you think would win a Google Fight - Rocco VS. Jeffrey (See: Fight Results)

[Maria de los Angeles]

We shall see! In the meantime, do you think Mr. Chowderoff can help me finance a restaurant called Manola's Meatballs? We will have a very liberal velvet rope policy and everything served will be in the shape of a cucumber. :lol:

[Gus]

Manola’s Meatballs? Girl, you're crazy... but it just might work!

Jeffrey, care to comment?

[Kristine]

Now that Gus linked to Maria's meatballs and I came accross this Maxim idea.... They never opened any did they? 15 spots planned to open over a span of 5 years.... hmm... I guess he figured it would be a BAD idea.

[Rebecca Lucente]

Seriously, now I have heard everything... Only in SoBe...

I have been to China Ill and Tuscan Steak... And Social, but honestly I don't remember a thing about that night...