Mortons Closes

I-10east · February 01, 2012, 11:18:45 PM

Quote from: thelakelander on February 01, 2012, 04:30:06 PM
Interesting. Have we reached the point where a city our size can't support a Morton's Steakhouse?

According the FCN, there were ten Mortons that closed down nationwide, so it doesn't sound like something that's just exclusive to Jax.

thelakelander · February 01, 2012, 11:31:26 PM

I assume they closed their ten least performing locations?

I-10east · February 01, 2012, 11:56:05 PM

^^^More than likely, although Palm Beach, Miami Beach, DC, Phoenix, ATL, Boston, and Brooklyn among others aren't exactly second-tier places. Something is telling me that there's more than meets the eye concerning all of these closures. I guess if Jax had a multiple number of Mortons like some of these cities do, one closure wouldn't put much of a dent.

Gonzo · February 02, 2012, 07:41:37 AM

Quote from: JeffreyS on February 01, 2012, 11:18:24 PM
Perhaps a gordon biersch.

I'd actually prefer to see a smaller-scale craft brewery/restaurant go in. While Gordon Biersch certainly isn't the worst it is a chain restaurant with a chain mentality. Look at BJ's out at Town Center, it does well but, for a beer lover, it has little substance. The staff is poorly educated in beer, their house beers are of mediocre quality and not brewed on premises (caveat, some locations brew their own, but most of their beer is contracted out from regional brewers or brewed in a regional brewery the chain operates), and the food is so-so. It reminds me of The Cheesecake Factory with beer instead of cheesecake.

No, I say we get an entrepreneurial new craft brewery with a bold vision in there. It would be a great addition to the South Bank and, with the explosion of craft beer interest, it would pull people from San Marco, St. Nicholas, San Jose, and Lakeside.

Maybe the competition would get Rivercity to amp up their game.

ben says · February 02, 2012, 07:56:26 AM

Jax isn't the only town Morton's didn't catch on...Morton's is just a sub-par restaurant, like it or not. As many have said on this thread...for the money...much better options around.

urbanlibertarian · February 02, 2012, 08:55:07 AM

Creative destruction. The place was probably not pleasing customers enough to turn a profit. It would be nice if an operation goes in there that compliments Charthouse, Ruth Chris, and River City Brewing but doesn't duplicate what they do. From the TU article, http://jacksonville.com/entertainment/food-and-dining/2012-02-01/story/mortons-steakhouse-has-closed-restaurant-jacksonville, it sounds like 80% of their customers were business travelers.

ChriswUfGator · February 02, 2012, 09:12:12 AM

Morton's was never that good, at least this location. I've been to others that weren't as bad. But this one always had an attitude and the food was mediocre. Ruth's Chris is much better.

exnewsman · February 02, 2012, 09:15:24 AM

Heard there was an ownership change within the company that spurred the cuts. The same group also owns the Chart House.

KenFSU · February 02, 2012, 09:49:02 AM

To me, it always felt like Mortons pandered to out-of-towners and kind of stuck up their nose up to the local community. The location wasn't great (a lot of people probably didn't even realize it was there), the interior felt pretty dated from the beginning, and the food was more expensive than its competitor, but not as good (though still quite great), and without the fantastic view. Sucks for downtown, but I've kind of seen this one coming for the last five years. Would love to see something different in this spot. Perhaps a pipe dream, but I believe the same company that owns Mortons and Chart House also owns Rainforest Cafe.

ben says · February 02, 2012, 10:02:38 AM

It would be pretty cool if Tree would open up another location in the old spot. Get a local steakhouse close to the core.

climber · February 02, 2012, 10:28:23 AM

or how about dragonfly sushi? gainesville and orlando seem to be able to support one just fine, and it would obliterate all of the other lackluster sushi options in this city.

Tacachale · February 02, 2012, 10:48:41 AM

I'm just bummed to see another place close downtown. Though the more I look at it it seems the chain is struggling, so it's not a shock that an underperforming restaurant would shut down. Hopefully something successful will replace it.

fsujax · February 02, 2012, 10:52:52 AM

I say tear the building down and put a more intense use there. I never liked the suburban style layout of the place anyway.

copperfiend · February 02, 2012, 11:07:45 AM

Quote from: exnewsman on February 02, 2012, 09:15:24 AM
Heard there was an ownership change within the company that spurred the cuts. The same group also owns the Chart House.

Yep. Landry's bought it Wednesday and closed around a dozen locations.

chipwich · February 02, 2012, 11:08:36 AM

Mortons deserved to close. By far some of the worst service in town.

I have had overcooked steaks and no one to complain to. I actually feel good that our city no longer has deal with this snooty, ill-fated establishment.

Ruth's Chris is worlds better, though it is also has the old, stuffy steakhouse feel. III Forks has better decor than both, but the steak isn't as good as Ruth's Chris.

From what I heard the entire Mortons chain has been struggling for years. I went to a Mortons in Maryland and it looked like a carbon copy of the Jacksonville dining room. Service was better though.