by Mike Sharkey
Staff Writer
Eleven years ago Pete Nebrich was simply passing through Jacksonville from Hilton Head, S.C. on the way to South Florida. The plan was to spend a little time here visiting family and playing golf.
Things didn’t go as planned, but they have turned out pretty well.
Nebrich liked Jacksonville so much he decided to stay. He took advantage of a career in the restaurant and food service industry and got into the business of opening restaurants. His resume includes the original Ruth’s Chris Steakhouse on the Southbank, World Golf Village, Travini in Ponte Vedra and Dave & Buster’s. He’s still opening a restaurant these days, only it’s the same one – Morton’s The Steakhouse on the Southbank, where he’s been in some capacity for seven years.
“I thought I was going to make a career out of opening restaurants. But, it got old after a while,” said Nebrich, who didn’t envision a long-term or permanent stay in Jacksonville. “The sleepy little town of Jacksonville kind of got to me.”
Morton’s was founded in Chicago and today there are 74 locations across the country. After seven years that included a year as a server and time as both a boardroom captain and assistant general manager, Nebrich understands the restaurant and the Morton’s experience from every perspective.
Nebrich’s typical day starts about 11:30 a.m. with a walk through the restaurant — inside and outside — to get a feel as to how the previous evening went, whether he was there on not.
“I then check e-mails, meet with Carol (Kimsey), our marketing manager, and Heath, our food and beverage manager, and plan the day,” he said. “I want to make sure we are set for success.”
Nebrich says about three days a week he puts in a 12-hour day and two or three days a week he comes in just to do a little office and paperwork. His success, and the restaurant’s, Nebrich says, revolves around understanding that dining at Morton’s is about more than the history, more than the steak, more than the right wine with the perfectly-cooked steak. It’s all of that and then some.
Nebrich wears a tuxedo to work, meets and greets guests by name and often seats them himself. As GM, he plays many roles every night. In his formal gear, Nebrich has made salads, worked the saute line, poured drinks and expedited food. In fact, Nebrich spends much of his time expediting food for one reason: there’s a level of expectation at Morton’s and he knows best how something should look.
“Just standing around is not exactly fun. I want to get out and talk to people,” he said. “I want to see the food. I want to make sure guests get the full Morton’s experience. If something isn’t right, I will go to the table, tell them their steak didn’t meet our specifications. I get them a cocktail or offer a dessert.”
Trips like that don’t happen very often, though. Nebrich oversees a staff of about 50, of which about 20 work on a given night.
“This is possibly one of the greatest staffs I’ve ever worked with in 30-plus years in the restaurant business,” he said.
Nebrich admits that from when the doors open at 4 until the last guest leaves, he’s pretty intense. He wants things done right because he understands that’s what a Morton’s customer expects and appreciates. Before and after work, he’s much more relaxed and truly appreciates his staff.
“A lot of them go above and beyond and I take care of them. I get them things like gift cards and gas cards,” he said.
Nebrich says Florida is one of corporate Morton’s target markets. While it may be a while before the Northeast Florida area gets its second location, there are several in the pipeline for the state over the next five years — Coral Gables, Fort Lauderdale, Tampa and a second in Orlando. The new locations will bring the Florida total to 10 and possibly offer Nebrich an opportunity to work for Morton’s on a regional basis.
“That would be a lot for one person to handle,” he said.