After six years in business, owner Kim Kelly-Frank said the restaurant will close at the end of this week amid rising operating costs and continued economic uncertainty. The decision was “very emotional and difficult,” she said.
In an email blast to customers and friends Tuesday night she said the business has made numerous attempts to build its customer base, including with a leadership change in the kitchen, but the restaurant is out of time.
“Things happen quickly,” she wrote. “Our waitstaff was great. We have suspended lunch service, offered senior discounts, marketed a 22-ounce microbrew beer club with discounts and specials, a loyalty program that included placement on one of two murals by Jeffrey Hill and food rewards, advertised on TV, radio, printed media and social media, re-evaluated our menus several times to meet the needs of our guests and their pocketbooks and still provide fresh, quality products at a reasonable price. Still, there are too many empty seats for the size of this building.”
With more restaurants in the community from which to choose but fewer resources for some families to dine and little population growth, the result is fewer people in the dining room, she said. Just two blocks from the downtown hub, the restaurant has no surrounding retail from which to draw passersby, she said.
Kelly-Frank said she has received some interest in the business. If those options don’t work out an auction may be held. She said vendors and staff will be taken care of.
Tonight will be the last 22Club celebration with food and beer specials. The last day for the restaurant will be Friday. The menu is expected to be limited in the next couple of days.
CrossRoads made its debut as the resident restaurant at Veterans Memorial Golf Course in 2006. In 2010 the business moved to the Dacres Building in the former spot of the defunct 26brix.
Strictly Business is a local business column. Vicki Hillhouse can be reached at firstname.lastname@example.org or 526-8321.