Brother Jimmy’s recently announced that it’s expanding to St. Maaten, Miami, and New Brunswick in the next year (the New Brunswick store, located off of the Rutgers campus, will open in November); meanwhile, its Upper East Side rival across the way, Southern Hospitality, has branched out right here in New York. The Hell’s Kitchen location that opened on Saturday is twice the size of the original, complete with a “wine cellar and lounge.” That’s right, owner Eytan Sugarman has hired wine guy and social-media guru Gary Vaynerchuk to come up with a barbecue-friendly list that’s about 50 bottles strong (rest assured there are just as many varieties of bourbon, some poured from barrels). And to replace non-partner Justin Timberlake, he’s teamed with investors Isiah Thomas, lead singer of OneRepublic Ryan Tedder, and some rich guys such as this dude. Like Brother Jimmy’s with its Union Square location, Southern Hospitality seems to be trying to move away from its fratty reputation via expanded food offerings and a more rustic, Memphis-minded décor (neon lights display lyrics from the Million Dollar Quartet). Did they pull it off? See the menu below and click through the slideshow to find out.
Southern Hospitality, 645 Ninth Ave., nr. 45th St.