Brewed to Serve Restaurant Group, Inc. to Develop Second Restaurant on Peachtree Street

September 21,2011

Brewed to Serve Restaurant Group, Inc., owner of Max Lager’s Wood-Fired Grill & Brewery, is developing White Oak Kitchen & Cocktails, a restaurant concept that addresses the demand for a first-class contemporary southern dining experience in downtown Atlanta.

Located at the corner of Peachtree and Baker Streets, on the ground floor of the 270 Peachtree Building, the restaurant space is directly across from The Hyatt Regency Atlanta.

“Based upon our knowledge of the market, the success of Max Lager’s, and interviews with hospitality experts within Atlanta, we feel the time is right for making an additional commitment to downtown Atlanta.” stated Alan LeBlanc, president of Brewed to Serve Restaurant Group.

The restaurant name “White Oak” was chosen to represent the sustainable nature of southern country life.  Wood from white oaks is used in the making of wine and whiskey barrels, as well as boats and farm utensils, and their acorns are a sought after staple for wildlife, notably turkeys, pheasants, rabbits, and deer.

Mr. LeBlanc explains, “Understanding the nature of the wood makes the name “White Oak” a perfect symbol of the intent behind the southern style restaurant.  From food production to whiskey and wine making, the white oak is part of the process.  It goes without saying that we will have an extensive selection of whiskey and wine.”

Cindy LeBlanc, founder and owner of Brewed to Serve Restaurant Group explains, “My mother Rochelle will be 90 in January. She grew up as one of 11 children on a farm in McKenzie, Alabama, and although we moved to California when I was young, we were always shelling beans, buying the freshest produce, and cooking Southern – this was the inspiration for Alan and I to create White Oak Kitchen & Cocktails.”

Mrs. LeBlanc continues, “We want White Oak Kitchen & Cocktails to reflect the total South: including coastal villages, farm towns, as well as the streams, lakes, and hills that blanket the region.”

The design of White Oak is being undertaken by the local architecture, planning, and design firm Square Feet Studio.  The firm principals, John and Vivian Bencich are Georgia Tech alumni, and they each possess a deep appreciation for sustainability and the evolution of southern design and culture.

Vivian Bencich describes the design.  “Locally crafted materials including reclaimed wood, steel detailing and woven textiles will create an interior experience rooted in history, while large-scale windows to the north and facing Peachtree Street fill the space with light in a beautiful contemporary way.  We are tailoring these distinct elements to bring a fresh interpretation of the South to White Oak.”

Square Feet Studio’s experience with the development of the White Provisions project, including the West Egg Café and Abattoir, as well as their southern sensitivity, gives them unique capabilities in the adaptive reuse of this critical downtown corner space.

Financing for the project is being provided by Georgia Primary Bank.  Over the past two years, Georgia Primary Bank has recognized the economic strength of the downtown hospitality industry and has made investments in hotels and restaurants in the market.

Brewed to Serve Restaurant Group, Inc.

Brewed to Serve Restaurant Group, Inc., majority owned by Cindy LeBlanc, is the creator of Max Lager’s Wood-Fired Grill & Brewery established 1998 in downtown Atlanta.  Max Lager’s is a 10,000 square-foot upscale-casual brewery restaurant that specializes in wood-fired cuisine and fresh brewed lagers and ales.  Located at 320 Peachtree Street in a two-story brick building built in 1913, Max Lager’s is located one block north of White Oak Kitchen & Cocktails.