Document text
BUSINESS PROFILE Photo by Bob Pennell Michael Robbins has moved his restaurant from Highway 99 in south Phoenix, where he operated as Michael's Beef and Brew, to the Pear Tree Factory Outlet complex, where he has opened as Michael's Courtyard Cafe. Michael's goes to outlets Owner reopens with courtyard cafe By WENDY SIPOREN PHOENIX -- An estimated 6,000 vehicles a day weren't enough to keep Michael Robbins grilling steaks and pouring drafts along Highway 99 in south Phoenix. Michael's Beef and Brew recently reopened as Michael's Courtyard Cafe in the Pear Tree Factory Outlet complex. Despite the move, Robbins says he remains committed to serving high-quality lunches and dinners as an alternative to surrounding fast-food outlets. "There's only one other place between Phoenix and Ashland that serves this kind of quality," said Robbins, referring to Chata in Talent. But after nine months at the Highway 99 location, Robbins said his business couldn't keep up with the high overhead of the renovated house. He's hoping his new location will draw shoppers from the adjacent outlet stores while keeping loyal customers from the Beef and Brew. "I don't think we've skipped a beat with our dinner guests," said Robbins. To accommodate the new clientele, he's expanded his menu to include more items under $10. Smoked-salmon ravioli and half a roast chicken join his previous offerings of barbecue ribs, beef stroganoff and filet mignon. Traditional lunch fare of soup, salad and sandwiches can be had for under $7. The City Council is expected to approve a liquor license for the new location next week, allowing the restaurant to resume serving beer and wine. Robbins describes himself as a self-taught chef, first experimenting on his friends while a marketing manager for a steamship company in Alaska. "I know what I like and I experiment a lot," he said. "I think I have my niche that I do really well, and that's testament to why I'm still in business." Robbins and his wife, Connie, made their official debut in the restaurant business five years ago when he opened the Outback Cafe in Jacksonville. They then moved the business to the Oak Knoll Golf Course in Ashland. Their daughter Jennifer chips in by waiting tables at the cafe. Robbins says he loves his new hometown of Phoenix, but admits it may be suffering from an image problem that makes it even tougher to run an upscale restaurant. "People drive through and say `what an ugly place,"' said Robbins. "A lot of people have that idea until they come down and find out the city has some growth plans to take care of that." Karrie Sunitsch, owner of the Blue Bunny Bakery on Highway 99 across from Michael's previous location, agrees. While her breakfast and lunch business is doing well, she says, Phoenix is a hard market for an upscale restaurant. "We have a lot of working people, so I try to keep prices down," said Sunitsch. She questioned whether the city could draw people from out of town. "I don't think people want to drive to Phoenix to go to a fine dining place," she said. "Would you drive to Phoenix to go out to dinner?" Robbins hopes the combination of good food and shopping will prove her wrong and put Phoenix on the map. Michael's Courtyard Cafe is open from 9:30 a.m. to 8 p.m. daily and from 11 a.m. to 6 p.m. Sunday. January through March, Michael's will keep winter hours: 9:30 a.m.-6 p.m. Sunday through Wednesday and 9:30 a.m.-8 p.m. Thursday through Saturday. Today's Business Index Mail Tribune Copyright � The Mail Tribune 1998, Medford, Oregon USA