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Conventional wisdom holds that before you launch a new enterprise,
you should have on hand at least a year's operating expenses. When
the Chicago Chop House opened its doors in November 1986 it did
so on a wing and a prayer.
Henry Norton sold his home to finance his new venture, a steak
house. This was not the first time he had launched a business. He
had established several Chicago bars including: Easy Street in 1959;
Alfies in 1966; Gate of Horn in 1968; Le Pub in 1971; and Shuckers
in 1978. Prior to that, he had founded an advertising agency.
His plans were not well received by his friends. Frankly, they
thought he was crazy. Though a few Chicago steakhouses existed at
this time: Morton's, Gene & Georgetti's, Eli's Place for Steak
and That Steak Joynt; seafood was the fashion. Henry, who was never
one to run from risk, made his plans and followed his dream.
Chicago Chop House Chef, Bill Farrahi reminisces: 'One day Henry
calls me up and says, 'I want to open a steak house and I won't
do it without you.' I tell him, 'Henry, I've got a good job. I own
one-third of Shuckers and I'm happy. Henry says, 'You need a challenge,
your job is too easy.'
Bill's first challenge was to come up with a menu for the fledgling
enterprise. A former chef at Café Bohemia, he was adept at
preparing a wide variety of meat and game including: moose, bear,
buffalo, elk, even jaguar and lion. Bill recalls that he and Henry
got the idea for our 64- and 48-ounce Porterhouse from Café
Bohemia's menu.
According to Bill, all steakhouse menus are basically the same.
'There are only a handful of steaks you can put on a steakhouse
menu.' The only variables are the portions and the way you present
them. Basically, our menu hasn't changed since we opened. We have
approximately 11 steaks and 8 seafood items.'
With the menu set, the bills being paid, and the management and
staff working together, all the ingredients for success were in
place. It was now a matter of throwing out a net and reeling in
the customers.
Our success, when it arrived, was attributed to Henry's decision
to use his advertising dollars to target business travelers and
visitors to Chicago. Though Chicago was an excellent market from
which to draw diners, Henry knew that many Chicagoans liked to try
new restaurants and spent many of their dining dollars at the newest
'in' spot. Therefore, he decided to make his restaurant an appealing
spot for out-of-towners -- a home-away-from-home for travelers.
With that plan in place (or in mind), he advertised in 'In Flight'
magazines to attract the business and convention trade. His business
skyrocketed.
In 1990, Henry decided to sell the restaurant. He said that since
he had no family he wanted to leave it to, he wanted to leave it
in the hands of the people who had made it successful: William Farrahi,
Executive Chef; Susan Gayford, Chop House V.P. of Operations; John
Pontarelli, General Manager; Ken Denberg, his attorney; and James
Cannon, his accountant. Henry stayed on as a consultant, and being
Henry, he continued to control everything.
In April of 1994, Henry learned he had pancreatic cancer. He died
12 days later. The restaurant is his final legacy and an enduring
tribute to him.
The Chicago Chop House started as Henry Norton's dream, and through
the love and hard work of the people who he chose to trust it to,
it has become a real success. Our restaurant is an oasis in a bustling
city where residents and visitors are greeted, nourished and satisfied.
Henry, your presence is still felt here.
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