It's a new era for the old-timey Alfred's Steakhouse (659 Merchant St.), as it reopens tonight after shutting down on New Year's Eve for an ownership change.
Former owners Al and Marco Petri sold the FiDi institution, which dates to 1928, to the Daniel Patterson Group (Alta, Aster, Coi, Plum Bar, Haven), which promised to keep the name and concept. All the pieces are still in place: tufted red leather banquettes, dark wood, glittering circular chandeliers imported from the former West Germany, an original stained glass window, and slabs of beef dry-aging in display cabinets.
The impetus for the DPG to purchase Alfred's came from its COO, Ron Boyd, who was a longtime customer. "It was really his wish to keep Alfred's alive and well," said Danae Unti, the restaurant group's head of marketing and communications. "We wanted things to resonate with longtime customers."
Alfred's was first opened in 1928 on Vallejo Street by an Italian immigrant, Alfredo Bacchini. A year later, he moved it to 886 Broadway, long before the Broadway Tunnel existed, and North Beach-born Arturo Petri bought it in 1973.
In 1997, Arturo's son Al moved it to its current location, in the former Blue Fox space that operated for more than 60 years. That restaurant was one of the city's "liveliest and poshest restaurants in its day," according to this obituary of its founderon SFGate. Bing Crosby, Frank Sinatra, Joe DiMaggio and Marilyn Monroe were all customers, and Joan Crawford kept her own case of vodka there.
"Getting to know the guests who have come in, it's kind of like having a time machine," because of the stories they tell about the restaurant's rich history, general manager Angela Neri told us.
Publicity photo for the Blue Fox, 1961. (Photo: SF Public Library Archives)
Several key aspects of Alfred's remain, including the tableside cocktail service and the vintage sign stating the restaurant is closed for violating Prohibition (pictured below). And the beloved "Buckaroo" lunch, featuring specials from 11:30am–2:30pm on Thursdays and Fridays, will return February 25th.
The menu now features a seafood platter, oysters, and appetizers like a little gem salad. In addition to a variety of cuts of steak, the menu offers entrees like brick chicken, king salmon and even a vegetarian option—farro stew. Sides include the traditional creamed spinach or double baked potato, along with charred broccoli, sunchokes and roasted bone marrow. A 20 percent service charge is added to every check.
The bar.
A few changes were made to the decor, including the removal of the carpet in the lounge area, which revealed hardwood floors that were refinished. The lounge has new U-shaped Hollywood booths, and it'll open an hour earlier than it used to, at 4pm. Overall, the space has been cleaned up and refreshed, but "nothing drastic," Unti said. The goal is to keep everything "in the spirit of Alfred's."
The main dining area.
As for the menu, tableside salads and Bananas Foster are being added to the mix, as well as more seasonal, local vegetables. Steaks are sourced from Flannery Beef, and the original dry-aging case got some upgrades inside, with new subway tiles and a new marble floor. Executive Chef Charlie Parker is coming over from Haven to head the kitchen, but Neri told us that about 80 percent of the former staff have stayed on.
Photographs of San Francisco by John Ricca adorn the walls, while the bathroom displays old signed celebrity photos from the likes of Phil Hartman that were found in the basement. The private rooms upstairs will have "reasonable" minimum charges, we're told.
The lounge, with new Hollywood-style seating.
The restaurant is fully booked tonight, but walk-ins are always welcome in the lounge, which serves the full menu. In addition to the bar and lunch hours, Alfred's is open for dinner from 5:30-10pm Sunday–Thursday and 5:30-11pm Friday–Saturday.
