A Roswell restaurant is adding coastal flair to its menu with a rebrand.
Coastal Bar, Grill & Chill will open in September at the former Houck’s Grille at 10930 Crabapple Road, Suite B120, in Roswell.
The rebranded restaurant will retain the same personnel as Houck’s Grille.
“Our vision for Coastal is to transport our guests along a captivating expedition capturing the essence of the Gulf Coast’s cuisine, beverages and culture,” Jerome Stuart, the operations director of Coastal said in a press release. “Imagine coastal living interwoven with the warmth of Southern hospitality. It’s a relaxed, inviting neighborhood destination, elevated by the ambiance of a beachside retreat and a menu that transcends expectations.”
The new concept will hold events like Tuesday night trivia and live music performances, according to the press release.
The menu will include the “Ray Bob,” a Southern twist on the timeless Reuben sandwich, as well as Mexican molotes, thin-sliced fried catfish served with gluten-free hush puppies.
“Houck’s has left an indelible legacy of exceptional food, memorable moments and top-notch service,” Stuart said in the press release. “Coastal aims to build upon this legacy by introducing new culinary creations while paying homage to Houck’s classics. From the signature baby back ribs, which will now offer coastal nuances with options like island barbecue sauce and mango-habanero glaze, to the famous handmade fried shrimp that can be transformed into a delectable coconut shrimp rendition, our menu is a tribute to both tradition and innovation.”
“We have a very loyal following, so we wanted to keep a lot of the menu items,” the Roswell restaurant’s founder Carolyn Bradfield told What Now Atlanta.
She said it was time for a brand refresh, after being open since 2015.
“We wanted to take what was traditionally very good about the restaurant and amplify it,” she said. “When you look at rebranding, it comes in three phases. What is your identity? If you’re gonna make a physical change, how does that impact your menu? What kind of experiences are people gonna have when they come to the restaurant?”
Bradfield said future ideas for the new iteration of the restaurant include selling items with coastal flair on their website, like t-shirts, bags or drink holders. They also plan to have buyable art on the walls of the restaurant, she said.
A celebration with the original Houck’s Grille creators Bill and Judy Houck on August 27, 2023, will give guests a chance to preview the new food and beverage offerings. There will also be a silent auction featuring Bill Houck’s sports memorabilia that adorned the restaurant’s walls. The proceeds will benefit local teams including the Roswell Hornets, Blessed Trinity Titans and the Fellowship Christian Paladins.
