Firebirds found a durable gap between the neighborhood grill and the expense-account steakhouse. Now, with 71 restaurants, a paid loyalty tier and private-equity backing, it is trying to scale the feeling of dinner around a real fire.
Smith is an Asbury Park-based hospitality group that grew out of a 1990s branding and design studio. Beginning in 2006 with Brickwall Tavern, its partners helped restart a stalled downtown, then built a collective of restaurants and bars - Porta, Pascal & Sabine, Homesick, and Lovesick - that pair scratch kitchens with art-filled rooms. Smith treats hospitality as an instrument of urban renewal, designing, branding, and operating each venue in-house.