July 2, 2018

The restaurant coming to the former Beef ‘O’ Brady’s space will be an urban-style neighborhood concept from local operator WR Hospitality.

It will be called 22 Ten, with a logo that includes the words “kitchen” and “cocktails.”

That emphasizes the open kitchen planned for the space and the address at 2210 W. 69th Street just west of Western Avenue.

“It’s going to be an urban neighborhood restaurant,” WR Hospitality CEO Don Anderson said. “Something you’d expect to see in downtown Minneapolis where you’re a little surprised when you walk into it in Sioux Falls.”

While it is envisioned as the most upscale neighborhood restaurant in town, there will be a casual feel.

“We wanted to make sure you’re comfortable going two or three times a week,” Anderson said.

WR also owns the Phillips Avenue Diner, RedRossa Napoli Pizza, All Day Cafe and Taphouse 41 in Sioux Falls. Anderson was a partner in the investment group that owned and operated Grille 26 before it was sold to Vanguard Hospitality.

“When we opened Grille 26 we said, ‘We need to be a place in the neighborhood.’ You have to be able to price yourself so people will come back and afford to dine,” Anderson said.

While the menu is still being finalized, it will include steak and seafood entrees, pastas and noodles bowls and emphasis on great salads, burgers and sandwiches, he said. There will be lunch, dinner and happy hour menus as well as potentially a Sunday brunch.

The restaurant itself has been gutted and will be totally redesigned. The open kitchen “will be a showcase,” Anderson said, and the full bar area will include bartenders trained in classic techniques “to be part of the show.”

About 50 employees are expected to be hired starting later this summer. The plan is to open in early fall and add patio seating next spring.

The restaurant will seat about 150, which Anderson describes as “manageable not only in size but more comfortable for guests.”

If the concept does well, WR envisions opening additional locations, he added.