Anthony's in the Catalinas, an elegant, special-occasion restaurant, is adding more options to attract a larger demographic - the lunch crowd.
Phase 1 of its renovation is the introduction of Cafe Anthony, which offers elevated lunch-counter service with meals ranging from $6 to $15.
The restaurant divided its dining room into two adjoining venues.
On the cafe side, menu items are listed on a blackboard, and patrons order and pay at the counter. But the food and drinks are brought to customers at linen-draped tables by waitstaff.
The idea is to "keep the tradition of Anthony's, but to accommodate the 21st-century consumers and a variety of palates," said Frederic Watson, president and revenue solutions director of Shark Hospitality Solutions, a consultant working with the restaurant.
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"We are redefining lunch in Tucson with an elevated atmosphere, service and cuisine in a counter environment," Watson said.
This isn't the first time Anthony's has been open during lunchtime. Owner Anthony Martino said it was open for lunch for "19 of the 24 years we've been open."
But it still catered to a smaller demographic. And when La Encantada was built across the street, bringing many eateries, Martino decided to close during the day.
By opening a lunch cafe now, the restaurant aims to attract customers who might not have been able to afford Anthony's before.
"We don't want to leave people out who can't afford more than $8 for lunch," Watson said.
The change in the economy and people's needs spurred the changes to the restaurant.
"The only way to increase revenue is to redefine by thinking about today's needs," Watson said. "They want things fast, they want things now and they want a good product."
Martino said the new lunch cafe is "perfect for people in a hurry."
"The hope is that people can be in and out in 20 minutes if they want to be."
The lunch cafe is not the only change on the horizon.
The second phase is the Small Plate Cafe, which will be introduced in late January.
The cafe will offer 20 small plates for $7 each, along with more affordable wine options.
Small Plate Cafe will be open for dinner daily and will be housed in the same space as the lunch cafe.
The third phase of Anthony's "redefinition" is to renovate the formal dining room, which will occur in late February or early March.
Watson said it's still in the planning stages, but there will be more of a "21st-century atmosphere, simpler service, more price options and a bit faster paced.
"It's time to redefine how we dine."
"We are redefining lunch in Tucson with an elevated atmosphere, service and cuisine in a counter environment."
Frederic Watson,
president and revenue solutions director of Shark Hospitality Solutions
If you Go
Anthony's in the Catalinas is at 6440 N. Campbell Ave.
Dinner is served 5:30-9 p.m. Mondays through Saturdays.
Cafe Anthony serves lunch from 11 a.m. - 2:30 p.m. Mondays through Fridays.
For information call 299-1771.
Contact reporter Angela Pittenger at apitteng@azstarnet.com or 573-4137.