RH, also known as Restoration Hardware, has opened 15 fine dining restaurants within their furniture stores across the U.S. and Canada over the last ten years, emphasizing the custom-made décor to attract customers, reports The New York Times. Each restaurant earns roughly ten times the annual food sales of a typical restaurant in the U.S., according to the report.
The restaurants are a way for the company to execute CEO Gary Friedman’s mission to promote RH as a luxury company. Although he turned to top chefs to offer advice on the restaurant menus, a company publicist said “there is not a named chef for the restaurants.”
Restaurant diners remark on returning to the restaurant, not for the food, but “to see if they are going to trade out the chandeliers” or remark on other appearances. A guest at a Dallas RH restaurant told The New York Times, that she is more interested in a restaurant’s appearance than its food: “If it doesn’t look like this, we probably won’t even go.”
The first RH restaurant opened in 2015 in the courtyard of a historic Chicago building. Most locations offer very similar décor and menu items, and the company is continuing its expansion, with more locations on its way in Paris, London, California, and Colorado.
Additional luxury experiences the company offers are private jet and yacht rentals as well as hotel room rentals at a New York guesthouse starting at $3,500 a night. Full Story (Subscription Required)
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Image: RH