Restaurants bloom in Temecula

GROWTH: A strong public appetite for dining out is feeding the opening of new eateries.

01:37 AM PDT on Friday, July 9, 2004

By ADAM EVENTOV / The Press-Enterprise

 

A bulging population's hunger for restaurants is forcing Temecula to unbuckle its belt and make room for a new serving of eateries.

In the past three years, the city has added about 60 restaurants and has at least another dozen planned or under construction, according to developers and brokers.

"Temecula is a growing community. It's also an entertainment mecca," said Mark Fichtner, president of Honolulu Harry's, a Corona-based chain of Hawaiian-themed restaurants planning to open an eatery in early 2005 east of the Promenade mall along Margarita Road.

There are several reasons Temecula draws restaurants and customers to fill them. Like the travelers using the Butterfield Overland Express 130 years ago, drivers still make Temecula a stop on their way between San Diego and Los Angeles counties. But now the city is a destination in its own right due to the nearby wine country and Pechanga Resort and Casino, the Promenade mall and Old Town.

Restaurants draw from a 15-mile radius, said Fred Grimes, president of Westmar Commercial Brokerage of Temecula. With more than 70 restaurants, the city can attract customers among a catch area of 250,000 to 300,000 people.

"I can sell Opus One, a $150 (a bottle) wine every night, and it's getting better everyday," said Alessandro Prestifilippo, owner of Gourmet Italia, a high-end Italian restaurant on Ynez Road in the Tower Plaza.

Prestifilippo and his partners this week opened the Temecula Valley Wine Company, a wine store and tasting bar around the corner from Gourmet Italia. The restaurateur plans to open his second restaurant, Osteria Toscana in the Villages @ Paseo del Sol along Highway 79 South in the next two weeks.

Long-established restaurants also are seeing a change in the market. For Scarcella's, which has served Italian food to Temecula residents since 1976, winters always brought a drop in business, but during the past two years, a strong summer business is lasting year-round, said Cassandra Valdez, Scarcella's waitress.

Hostesses, long waits

But evidence of a strong restaurant market doesn't have to be that subtle. Just try to get into one of the city's eateries on a Friday night and not only will there be a host or hostess to greet you, but chances are a 20-minute to 40-minute wait.

Types of restaurants coming into the city consist primarily of national chains, but there are a few smaller brands. There also is a mix of fast-food and sit-down locations, but even the sit-down restaurants now offer a take-out counter for busy parents picking up the family's dinner on the way home from work.

In fact, since many households in southwest Riverside County are composed of commuters and dual earners, the trends of dining out and taking meals home is on the rise, said Jot Condie, president and CEO of the California Restaurant Association.

In the next six to eight months, expect to see Islands Fine Burgers, Red Lobster, Honolulu Harry's and Krispy Kreme open along Margarita Road, east of the Promenade mall. Nearby, an unnamed Japanese Benihana-style restaurant is in negotiations for a site, Grimes said.

On the same side of the mall in the Bel Villagio shopping center, Vallee d'Brume, a French bakery opens this month. It joins at the shopping center the recently opened Kill Devil's barbecue restaurant, Philly's Best sandwich shop, Mekong River Restaurant serving southeast Asian food, Romano's Macaroni Grill, Oggi's Pizza and Brewing Co. and The Original Pancake House.

Korean BBQ Village is also expected to open at Bel Villagio, Grimes said.

The Temecula Valley Wine Company opened this week at the Tower Plaza along Ynez Road. Opening in the Tower Plaza shopping center later this summer is Texas Loosey's, a burger and chili joint where the waitresses wear cowgirl outfits risqué enough to make a Hooter's waitress blush. The same company operates Texas Lil's in Old Town Temecula.

Baily's relocating

In October, Baily's, a fine-dining restaurant will relocate to a larger spot in Old Town Temecula. The Baily family, which owns the long-time Temecula restaurant, also will open Front Street Bar and Grill, a casual sit-down restaurant. The two restaurants are part of the city's effort to bring people to the shopping district during the evening and extend Old Town's business hours.

Along Highway 79 South, the recently opened International House of Pancakes, Sweet Cravings, Panda Express, Submarina, Red Brick Pizza, Sushi Camp and Applebee's will be joined by an El Pollo Loco, Osteria Toscana high-end Italian restaurant, Killarney's Irish Pub and Grill, Temecula Rolling Sushi and Pat's Moxie Java coffee shop. A Quizno's Subs sandwich shop, Golden Spoon frozen yogurt shop, a Kentucky Fried Chicken and Long John Silver's are also planned for Highway 79 South.

In the wine country, South Coast Winery plans to open its high-end restaurant at the end of this year as part of the winery, resort and spa complex. Others among the wineries include Allie's at Callaway, Carol's Restaurant at Baily Winery, Café Champagne at Thornton Winery, the Smokehouse Café at Ponte Winery and The Vineyard Restaurant at Churon Winery, which opened June 16.

"For someone who wants to start a business this is a great town," said David Kretovics, chef and owner of the Vineyard Restaurant at Churon Winery.

Reach Adam Eventov at (909) 375-3731 or at aeventov@pe.com