Mt. Pleasant Alex's getting overhaul; other 3 for saleOwner cites lagging economy, growing competition By Katy Stech (Contact)
The Post and Courier
Friday, August 8, 2008
Melissa Haneline Carolyn Billips (left) and Deborah Jackson, partners in the Alex's Restaurant business, stand inside the Mount Pleasant location that will be renamed Our Bridge Cafe after renovations this fall. In the face of a lagging economy, stiff competition from national dining chains and a desire to play with her grandkids, the owner of Alex's Restaurant is cutting back. Carol Billips, owner of Billips Enterprises, has put three of her company's four landmark dining spots up for sale — the locations on Dorchester Road in North Charleston, Savannah Highway in Charleston and St. James Boulevard in Goose Creek. Meanwhile, the flagship restaurant on Coleman Boulevard in Mount Pleasant is set to undergo big changes and take on a different name in an effort to reposition it to compete better against the growing number of nearby dining establishments, Billips said. Flowertown, Billips Enterprises' downtown Summerville restaurant, will remain open. Billips and her late husband began their restaurant venture in 1972, opening a 15-seat diner in an aluminium trailer in Mount Pleasant. They named it after their son, who is now 36. The Alex's chain grew to five restaurants and more than 200 employees across the Lowcountry, building a reputation on its all-day breakfast menu and other comfort-food options. But in recent years, Billips said, her small operation has been losing the fight with deeper-pocketed national chains that have come into the market. "We're a family restaurant," she said. "Without the national and corporate advertising, it makes a huge difference." The shaky economy also has taken a bite out of the local chain's customer base. Even regular patrons have cut back on their weekly — and sometimes daily — visits, Billips said. "They've been honest with me in that they can't afford to eat out as much anymore," she said. "Some can't afford the gas to drive the distance." With only two restaurants to oversee, Billips and business partner Deborah Jackson said they will be able to focus on the Mount Pleasant location, which is no longer open around the clock. A major remodeling is scheduled to begin this fall, which will include the addition of outdoor dining space on a deck. Billips said outside dining could attract back some of the customers who stopped visiting the restaurant when Mount Pleasant's smoking ban went into effect last year. And the planned changes fit in with the Coleman Boulevard revitalization plan, which is aimed at turning the busy four-lane roadway into a more vibrant, pedestrian-friendly corridor. The Alex's name will change to Our Bridge Cafe, and the menu will get a makeover as well. Patrons will be able to order breakfast all day, but the beverage choices will be expanded to offer beer and wine, and diners will be able to order seafood and steak dishes, she said. Billips reassured her loyal regulars that the restaurant won't become too upscale: "We're still a family restaurant," she said. But she wants the changes to put the Mount Pleasant location on par with other restaurants that cluster around nearby Shem Creek. At 61, Billips said she's seeking a slower pace in her work life. She talks proudly of her grandchildren, who range from 6 to 15 years old, and she said it seemed like the right time to spend more time with her family. "I'm just going too fast for them," she said. Reach Katy Stech at 937-5549 or kstech@postandcourier.com. |
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Comments
This article has 15 comment(s)
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Posted by theballsiam on August 8, 2008 at 1:36 a.m. (Suggest removal)
no, Alex's!!!!! And I thought them changing their business hours really sucked. Sobering up will never be the same.
Posted by moonpie on August 8, 2008 at 5:14 a.m. (Suggest removal)
Yeah real great memories there stand828...
Exactly what I remember a place where the drunks go after midnight, families went in the evening, chain smokers any hour of the day, and some good eats. I'll still venture in the GC location when we just don't feel like anything else but man they have gone down hill big time or I've gotten pickier were I eat!
Posted by jimmy1370 on August 8, 2008 at 5:28 a.m. (Suggest removal)
I used to always get their hash and cheese omelette. Now that's food for the heart right there.
Posted by mnbvcxz on August 8, 2008 at 7:17 a.m. (Suggest removal)
mcdonalds is better than alex's now....
Posted by Tammie on August 8, 2008 at 8:29 a.m. (Suggest removal)
Hash and cheese omelette? That's an "interesting" combo..
I used to get the ham and cheese omelette with hash browns and pancakes. Haven't been to Alex's in ages. Little Pappy's used to be good too.
Guess I'll stick with IHOP.
Posted by OverHere on August 8, 2008 at 9:33 a.m. (Suggest removal)
The Mt. P Alex's has been lagging for years. Service is usually bad and the food has gotten progressivly worse over the years since they were in the old building across from the bank. The tea tastes like it was made at Burger King.
Those are the reasons Alex's has been losing business for years.
The Mt. P spot is a good location so hopefully a renewed focus on customers will bring them success.
Posted by moonpie on August 8, 2008 at 10:15 a.m. (Suggest removal)
Just ate at the Hominey Grill for the first time and WOW! Uexpectedly small but great eats! This is what an Alex's or whom ever takes over needs to follow. People will pay more for great food. And yes clean the freaking tables or do like Hominey, apply paper at every sitting. This is exactly why I stopped going to any Alex's establishment, cleanliness. I saw on the news this am a report about dirty restaurants and people getting sick. They say there is a direct coorelation between how clean the bath rooms are and how clean the kitchen will be. Anyone seen an Alex's bath room?
Posted by OMGreally on August 8, 2008 at 11 a.m. (Suggest removal)
Personally I think Hominy's food is too similar to Boulevard Diner, which is situated not far from Mt. P's Alex's. Someone should suggest that Gordon Ramsay overhaul the business model. Here's what I think he'd say...you can get good breakfasts at lots of places in Mt P but you can only get crepes at the Farmer's Market. Hire someone to make GREAT crepes - make the menu "simpler" - and you have a place to go that's unique. Don't try to compete with Boulevard Diner or Hominy or Barbara Jean's.
Posted by RTC on August 8, 2008 at 11:25 a.m. (Suggest removal)
We used to eat at Alex's in Mt.P all the time until we saw a waitress rolling silverware and picking her nose at the same time. Sorry, didn't mean to make anyone ill.
Carol is a very hardworking lady, and I wish her all the best.
BTW- the smoking ban really put a hurting on Alex's regular business. No one ever complained about smoking in there, because they have those enormous smoke eaters. It was one of those type of establishments where many college students would come to study and drink coffee.
There was also the "old guy's circle" who gathered there every morning. Oh, for the good old days.
Posted by 1963 on August 8, 2008 at 1:36 p.m. (Suggest removal)
Looks like they are putting all their eggs in 2 baskets (Mt. Pleasant and Flowertown). If the other 3 don't sell before too long they will just close them up, probably by the first of the year, maybe a little longer. You can remodel all you want but if the people still don't come in, then the remodeling will be just a waste of big bucks. And a costly one.
Posted by redman1959 on August 8, 2008 at 1:37 p.m. (Suggest removal)
We tried to by the Goose Creek property 5 years ago. The greed overwhelmed the food.
Posted by bribetaker on August 8, 2008 at 2:39 p.m. (Suggest removal)
Alex's was great...loved to go there after a night of hammering brews at the Windjammer. Go to Alex's....and 1/2 the Windjammer drunks were there. Talk about a show!! Whoo-hoo.
But no one has mentioned the real reason Alex's in Mt. P is in trouble. The competition is coming from Okra Grill just down the street, next to the Starbucks on Coleman. Owned by the same folks that own Paige's Thieves Market. Yummy.
Posted by theballsiam on August 8, 2008 at 4:24 p.m. (Suggest removal)
Yeah, Okra Grill is better than Alex's but they close way too early. It just sucks I'll have venture all the way cross Mt. Pleasant to either Huddle House or Waffle House to get a nice sobering up meal. But those places just aren't the same.
Posted by tallblonde on August 8, 2008 at 5:55 p.m. (Suggest removal)
Jeesh - I hope the DUIs don't increase because Alex's isn't there for those late nite soberin' up meals....
Posted by skyguy51 on August 8, 2008 at 10:33 p.m. (Suggest removal)
Bring back video poker and restaurant prices will probably drop 10 to 20% within a week.