Regional steakhouse chain set to open in old Pacific Grill space. Here’s what we know

Stanford’s, a casual steakhouse with weekday happy hour, a robust loyalty program and regional ties, will open later this year in the former Pacific Grill space in downtown Tacoma.

Ascend Hospitality Group will own and operate the new restaurant alongside three Stanford’s in Oregon and one in Seattle. Led by founder and CEO Elaina Morris, the group also runs the upscale Ascend Prime Steak & Sushi in Bellevue as well as several Famous Dave’s in Utah and Washington, including the South End Tacoma location.

The menu starts with classics like crab cakes, calamari, a Caesar and cobb salad, with modern spins such as hamachi crudo and crispy Brussels sprouts. Mains focus, naturally, on beef, including filet mignon, New York strip and bone-in ribeye, plus several seafood and chicken entrees. A select few sandwiches, lunch specials and $10 desserts exemplify its status as a “polished, casual steakhouse,” as Morris describes the concept.

“It was always meant to hit that mid-tier,” she told The News Tribune in an interview. “It’s not Ruth’s Chris, but it’s not Outback Steakhouse.”

It was originally designed as a destination for families, special occasions and business lunches.

Through the Famous Dave’s in the South End, she said, Ascend has a foothold in the Tacoma market that includes a working relationship with Joint Base Lewis-McChord — her father is a retired colonel. The city was a top target for Stanford’s, and the conversation about making it happen began not long after chef Gordon Naccarato announced he would close his restaurant and catering business.

“It’s just a matter of: We’re in love with the city, the area, location,” she said, adding the aim is to fill what she sees as a void for affordable but still celebratory meals.

STANFORD’S THEN & NOW

The history of Stanford’s in the Pacific Northwest dates back more than 30 years.

Pacific Coast Restaurants in Portland created the brand in 1990, becoming part of a restaurant empire that neared 30 locations by the time it merged in 2007 with Seattle-based Restaurants Unlimited, parent to brands including Stanley & Seafort’s, Kincaid’s and Cutters Crabhouse.

Ascend entered the picture in 2019, after Restaurants Unlimited filed for bankruptcy protection and moved to shutter four Stanford’s — one at Portland’s Jantzen Beach; one each in Hillsboro and Clackamas, Oregon; and one in the Northgate neighborhood of Seattle. (RUI then was acquired by Landry’s.) According to a Nation’s Restaurant News report at the time, Morris visited the four restaurants and felt they remained profitable if a bit stale. She believed they were worth saving.

Under Restaurants Unlimited, she said in June, the menu became heavy on items like burgers and light on steak — more casual-dining than true steakhouse. Known as The Original Stanford’s Restaurant & Bar, one remains open in Lake Oswego, Oregon.

Guests “really wanted that casual, polished steakhouse feel — without that fine-dining twist in price,” she said. “They want great food.”

Many stuck around thanks to a popular loyalty program, which Ascend carried over and recently revamped.

Ascend also upgraded the quality of the meat from a “basic beef category up to Angus beef,” she added, without raising prices. They refreshed the logo and are reintroducing happy hour — exclusive to lounge seating and available twice daily, 3-6 p.m. and 8 p.m. to close. That menu currently features a $14 prime rib sandwich and fries, a $9 order of baby-back ribs and onion rings, and a $5 Caesar, among other under-$12 deals; drinks include $8 cocktails and a buck off draft beer and glasses of wine.

In other words, explained Morris, expect a “quintessential American steakhouse for everybody.”

Noting the new Tacoma restaurant’s proximity to El Gaucho a half-mile south on Pacific Avenue, she sees Stanford’s as satisfying a different occasion. Ascend Prime, on the other hand, would have fought for the same customer.

“We’re pumped,” said Morris. “I don’t do anything I’m not excited about.”

Her company is in the midst of expanding the Stanford’s brand throughout Washington, eyeing locations in Olympia, Everett, Bellingham and Spokane. Morris also wants to bring the brand to Utah, where they already operate some Famous Dave’s.

With remodeling underway, Stanford’s Tacoma should open by late fall.

STANFORD’S TACOMA

▪ 1502 Pacific Ave., Tacoma, stanfords.com

▪ Details: casual steakhouse targeting late fall opening in former Pacific Grill space

This story was originally published July 1, 2021 at 5:00 AM.