The Pier in Jax Beach closes abruptly

[aaapolito]

http://jacksonville.com/opinion/blog/423471/gary-mills/2012-04-02/oceanfront-restaurant-abruptly-closes-jacksonville-beach


Dining Notes

GARY T. MILLS/The Times-Union
Just hours after the announcement on Facebook of “exciting changes” coming to The Pier Restaurant, the Jacksonville Beach restaurant announced its closing.

A status update posted after 5 p.m. read: “This is a very sad day for The Pier Restaurant and Lounge.......unfortunately, we have been forced to close our doors. We would like to thank all our loyal customers for all the support over the past year.

“I wish nothing but the best for our staff moving forward and I am extremely disappointed that I have let you and your families down.”

The earlier status update â€" which has since been deleted â€" included a link to a static page on the restaurant’s website that read: “Same Place. Different Taste. New Affordable, Mexican Flavor Coming This Thursday.” It also included a name change: The Pier Cantina and Sandbar.

But at least one comment under the post indicated the restaurant had fired its entire staff without warning. Several negative comments followed, criticizing the restaurant’s actions and pledging not to patronize the new concept.

Attempts on Monday to reach The Pier’s management at the restaurant were unsuccessful.

The Pier Restaurant & Lounge opened in May 2011 as a two-story oceanfront restaurant, with casual dining downstairs and a chef-driven menu upstairs in a setting with a sweeping view of the Jacksonville Beach Pier and the Atlantic.

Renovations began on the lower level in January, and the renamed The Sandbar at The Pier opened in late February, offering a new menu and live music. (The Sandbar’s separate Facebook page, however, makes no mention of The Pier’s closing.)

There is no separate restaurant license for The Sandbar, so it’s unclear if it has closed as well. Calls placed at 7 p.m. Monday went unanswered.