By WKTV Staff
joanne@wktv.org
A dining concept that the leaders of Essence Restaurant Group were planning to introduce in the future has been fast-tracked due to the coronavirus pandemic and the state’s “Stay home. Stay safe.” social distancing mandate. Effective May 1, Jimmy Berger’s Chicken Shack will debut as a pop-up, carryout restaurant at 919 Cherry Street. Jimmy Berger’s replaces the award-winning Grove restaurant that Essence operated for nine years until closing March 16 due to the COVID-19 outbreak.
Although Essence owners hoped to reopen Grove after state mandates expired, it became clear early in the crisis that Grove’s intimate-setting concept would no longer work in a post-pandemic, social-distancing dining environment. So, a concept that Grove head chef Mike Borraccio had been discussing for future rollout suddenly became a reality, and plans were quickly put in place to make Jimmy Berger’s Chicken Shack a reality.
As the name implies (also a twist on Essence managing partner James Berg’s name), chicken will be the central culinary theme, with initial menu items including various rub-roasted chickens and parmesan chicken sandwiches. Traditional Southern side dishes will also be offered, ranging from baked beans, hand-cut waffle fries, mashed potatoes, braised greens and other favorites. Operating as a “pop-up” concept will allow Essence to quickly adjust menu items and add new offerings based on customer feedback and dining habits.
Essence Restaurant Group managing partner James Berg alluded to possible changes at Essence and the regional dining scene in a March 23 heartfelt post on all Essence brand social media sites (Grove, The Green Well, Bistro Bella Vita). In the first person message Berg acknowledged that Essence would be as fluid as possible moving forward.
“We recognize not all restaurants will be able to remain in business during this crisis. We are fighting for our survival along with our colleagues in hopes that the industry will recover. We are hopeful we will once again employ more than 100 team members—but we can only do that if we make it to the other side of this pandemic intact.” Berg wrote in the post. “We are not special; we are not curing diseases; we are simply feeding people in hopes that we can survive and continue contributing to our community once this is over.”
Berg’s 30-year restaurant-industry wisdom was correct, as many regional and national restaurants had to shutter or pivot to survive this pandemic. Still, closing the highly acclaimed Grove was tough.
“To all of our incredible guests that helped make Grove one of Michigan’s best-ever restaurants, we thank you from the bottom of our hearts. Without your passion and support, Grove would not be leaving such a solid legacy,” Berg said. “But, there is a silver lining,” he adds, referring to the new pop-up concept.
Headed by Grove’s head chef Mike Borraccio, who had the concept in mind for a while, Essence leaders decided that now is an ideal time to introduce the concept to Grand Rapids.
“This is the type of concept that the Essence senior leadership team was planning to introduce in the future, but the future is now, so we’re going with it,” said Mike Borraccio. “We’re excited to bring this fun, pop-up concept to Grand Rapids!”
For the time being, this concept will be carryout only; however, once the stay-home order has lifted, Jimmy Berger’s plans to offer limited, fast-casual seating and catering. Although some information is still being finalized, customers can learn more about the restaurant at jimmybergers.com.
Although the West Michigan dining landscape is in a state of uncertainty, Berg was certain that something would need to change with the Essence offerings, so it was better to be proactive and transparent on the changes.
“We are known for being a leader and innovator when it comes to dining concepts,” adds Berg. “We know that taking risks puts us in a vulnerable position, but the outpouring of support we received from that post reminded me that this market is for us, and we owe guests and followers transparency and honesty; we know they want to see us succeed.”
He continued, “We had to make some hard adjustments, but we’re always reaching for new, unique ways to serve this market.”
As Essence ramps up for Jimmy Berger’s Chicken Shack opening, it also has been preparing its other concepts, The Green Well in East Hills and the flagship Bistro Bella Vita in downtown Grand Rapids, to be ready when the state mandates expire.
Since the beginning of the quarantine period, The Green Well quickly pivoted to a carryout and online ordering operation. That process has worked so well that Essence leaders plan to put a heavy emphasis on carryout and online ordering once it morphs back into full-service operations.
Bistro Bella Vita will also return as a full-service concept once it’s safe to do so. Essence leaders are planning on a phased approach to returning to full-service by incorporating physical distancing practices to ensure the health and safety of its guests. Bistro’s large dining room areas will serve as an advantage, as it can easily accommodate guests looking for an exceptional dine-in experience while also having adequate space between seating areas.
Upon Bistro’s reopening, Essence’s executive chef Jeremy Paquin will work with Bistro’s head chef Dan Blanchard to elevate Bistro’s Modern French and Italian cuisine. General manager and beverage manager Tristan Walczewski will oversee the service team and wine program.
“Together this experienced team will reopen Bistro Bella Vita as the culinary destination in Michigan,” Berg noted.
