McCormick & Schmick's Seafood Restaurant opened at Mayfair Mall this week and judging by the response from diners, Milwaukee was ready for its arrival.

Founded in Portland, Ore., in 1973 by Bill McCormick and Doug Schmick, when McCormick revived the century-old Jake's Famous Crawfish Restaurant -- a Portland dining landmark -- there are now more than 50 restaurants across the country. The Mayfair location is the first in Wisconsin.

Despite the fact that it was beaten to the punch by the arrival of Devon Seafood Grill at Bayshore and Mitchell Fish Market and Bonefish Grill in Brookfield (and Kincaid's opens soon on Old World 3rd Street, too), McCormick & Schmick believes its local approach will be key to its success.

"We strive to become a part of the community we open in," says Regional Manager Kevin Finegold. "That applies to the architecture as well as the food. All of our restaurants are driven by their cuisine, and our menus are designed to appeal to local tastes."

That localization is most visible in the bar area, which occupies half the space beneath a lovely stained glass dome in the center of the restaurant, located in the outlot near Macy's. The dining room fills the remainder of that area and the space surrounding it.

There are old Packers, Brewers and Bucks photos as well as historical pictures of the Milwaukee area. The dining room décor features more on fish- and seafood-focused prints.

"The nicest thing we have going for us," says General Manager Rick Steavpack, "is that the company lets us localize the restaurant. For the NCAA tournament they've encouraged us to let bartenders and other staff wear Badgers and Marquette shirts, for example.

"We want to make (guests) comfortable with a neighborhood-type feel, especially in the bar," Steavpack says, noting that the restaurant's founders were bartenders before they moved into the dining business.

The dome, the crab and fish-adorned stained glass hanging light shades and the warm wood décor with green banquette seats are not unique to the Milwaukee restaurant, but the localization definitely helps. And it is a unique tack among local seafood chain restaurants.

 Page 1 of 2 

Next >>

12 comments about this article. Post a comment / write a review.

Recent Talkbacks ...