by Joe Wilhelm Jr.
Staff Writer
Ten years ago a group of five people were excited to find out if an area stocked with fast food purveyors would support a casual, upscale dining restaurant.
The answer was a resounding “yes” as Bistro Aix on San Marco Boulevard in historic San Marco has continued to welcome guests into its “city-hip bistro” for the last decade.
“What have we seen over the last 10 years is that Jacksonville was ready for a restaurant like Bistro Aix, that people of Jacksonville were looking to expand their palette,” said Mike Schneider, one of five partners who own the restaurant. “Jacksonville always had a reputation of being a city where people had low expectations as far as their dining experience. There were fine dining restaurants like Medure’s and Wine Cellar, but we felt confident that we could create a restaurant that was not fine dining, but more casual upscale.”
Bistro Aix opened its doors in August, 1999, and it offered patio seating, market, main dining room, bar and chef’s counter in about 5,500 square feet. Partner Terry Schneider designed the decor to mimic the bustling bistros in Southern France with large mirrors, French-imported antiques and pottery, an exhibition kitchen and a curved marble and copper chef’s bar, 1940’s brickwork and an assortment of custom-designed furniture and lighting. The exhibition kitchen helps provide energy to the dining room as patrons can watch the white coats whirling through the kitchen to prepare the night’s fare.
“The experiences we had with Bistro Aix are from reinforcing basic principles of industry,” said Mike Schneider. “You have to have good food, ambiance, service and location. Along with all of those factors, we have to have solid, dedicated leadership. We have that in partner, Chef Tom Gray. He’s always there at the restaurant, and he is creative, and a sound businessman.”
Bistro Aix has a seasonally-based menu that’s created by Gray.
“We will roll out a new fall menu when peak summer items are waning and the fall’s produce is coming in. Typically this occurs around late September, early October,” said Sara Marie Johnston, partner and marketing director. “The items Chef Tom will look to bring on are seasonal root vegetables, such as carrots, beets, fingerling potatoes and celeriac; mushrooms; Brussels sprouts. He will also modify some of the menu items to include different cooking techniques, such as braises for items like lamb shank and osso bucco, which carry the heartier flavors of the season well.”
Just like the change in seasons, the restaurant has seen some changes as well. A private dining room was added when a neighboring florist moved out next door. More remodeling occurred in 2005 with the addition of the ONYX dining room and bar, private dining rooms were remodeled, an open-view wine cellar and a back “prep” kitchen designed to support private dining events was added.
The partners have enjoyed the growth and success of the restaurant, but they understand that success “is judged on your last meal served.” Making every day successful hasn’t been easy in the food service industry lately as people continue to evaluate their budgets.
“We have taken a pretty good hit, like most restaurants have lately,” said Mike Schneider. “Fortunately, we have such a strong customer base to draw from, even with a number of our guests cutting back or cutting off dining out all together.”
Bistro Aix is grateful for the customers who have made the restaurant successful and it is wrapping up a month by thanking customers during its 10th anniversary. Promotions include the “X~Club,” which allows patrons to enter to win prizes every time they dine. Prizes include a wine-themed gift bags, dining certificates and a romantic dinner for two prepared by Gray in one of the restaurant’s private dining rooms. Customers don’t have to wait to get their prizes, the restaurant’s “Instant Prize AIX-travaganza” allows dinner guests to draw from prizes at the end of their meal until Monday. Prizes include bottles of wine, complimentary appetizers & desserts, and dining discounts.
Bistro Aix Timeline
August 1999: Bistro Aix opens (approximately 5,500 square feet)
2001: Expand and add private dining room
February 2005: Super Bowl in Jacksonville
2005: Further expansion — added ONYX dining room, reconfigure and expand private dining rooms (now have two), add a second kitchen for prep work and private events, remodel and update main kitchen line (restaurant and private dining rooms now approximately 8,000 square feet)
February 2009: Chef Tom Gray nominated for a James Beard Award (Best Chef: South), the equivalent of the Oscars of the food world
August 2009: celebrate 10-year anniversary
356-2466