Sugarfire Smoke House’s soft opening introduces menu

Sugarfire Smoke House’s private soft opening July 25 served to train employees and offer the St. Louis-based barbecue chain’s menu items in advance of the public debut at 11 a.m. July 26.

The company’s franchise group converted a former Panera Bread at 12959 Atlantic Blvd., east of Girvin Road, into a 90-seat restaurant, including patio seating.

It employs 14, including franchise owners Shy Patel and Anil and Juli Dharna, who are part of BBQ Florida LLC.

“We need 40,” Patel said. Hiring signs are posted outside.

It is the first Florida location for Sugarfire Smoke House.

The franchise team members previously estimated they are investing at least $600,000 into the location, which is at the end of a multitenant building in front of Lowe’s.

The almost 4,880-square-foot location will operate 11 a.m.- 8 p.m. daily for lunch and dinner. After this week, it will be closed Monday-Tuesday and open Wednesday-Sunday.

Its Facebook page says the restaurant will serve limited quantities of menu items this week until it sells out.

When it reopens Aug. 4-8, it also will serve until it sells out, the page says.

“Please come stop by and see the restaurant, get your bbq fix, and meet our staff who cannot wait to serve you the best chef-driven ‘cue in town,” the page says.

Sugarfire intends to serve beer and wine when permitted.

The Jacksonville restaurant will offer the same menu as the chain’s other locations, with some Florida touches that include “a Florida vibe.”

A boat hangs from the ceiling. More might be added.

Anil and Juli Dharna are longtime friends with Sugarfire founder Mike Johnson, who visited the location March 11. The Dharnas moved to Daytona Beach six years ago from St. Louis and missed the food.

They since have bought a home in Jacksonville near the restaurant.

With a franchise agreement, they and other partners chose Jacksonville for the first site because of its demographics. 

Patel initially talked about the plans in April 2020.

Anil Dharna saw similarities between Jacksonville and St. Louis, plus “it has a beach.”

Johnson said in March that Jacksonville has great barbecue and he invites customers to try the Sugarfire fare, which combines several barbecue styles: Texas brisket, Memphis ribs and Kansas City ribs.

Plus, he said, “St. Louis is the barbecue sauce capital of the world.”

Sugarfire’s menu includes smoked ribs, brisket, pulled pork, turkey and sausage links, salmon, burgers, specialty sandwiches, salads, sides, desserts, shakes and floats, a kid’s meal and more.

The blackboard menu is above the counter.

Specialty sandwiches that include a Brisket Dip for $13.99, smoked portobello at $10.99 and The Carolina, with a choice of meat, for $10.99.

Meat sandwiches include pulled pork and turkey, both at $10.99; brisket at $13.99; and sausage link at $7.99. A salmon sandwich is $11.99.

There also are burgers – a single at $8.99 and double at $10.99.

Sugarfire offers meat only, including ribs, as well as combos and plates. 

The six sauce choices comprise St. Louis Sweet, Carolina Mustard; Coffee Barbecue; White Barbecue; Honey Badger; and Texas hot.

Patel said in March the Jacksonville restaurant will offer more seafood options.

The restaurant offers dine-in counter service, carryout and delivery as well as catering.

Customers order at the counter with their choices marked on a paper-lined tray and pay at the register. The food is delivered to their table.

Self-serve fountain and canned drinks are available.

The Dharnas and Patel said previously they will open more Sugarfire locations throughout Florida, including Northeast Florida.

Patel said previously his franchise group, BBQ Florida LLC, intends to open at least eight locations in Florida.

Johnson said Sugarfire prefers second-generation space, like the former Panera Bread.