The old Luby’s sign was redone for Birdie’s Eastside. Photo by Renee Umsted.
In the spring of 2021, restaurateur Jon Alexis was in the market to open another location of TJ’s Seafood, his fresh market in Preston Hollow. While scouting sites with his broker, Alexis toured the newly available Luby’s on East Mockingbird Lane. Luby’s had closed this location during the pandemic and returned the real estate to its landlord, the neighboring St. Thomas Aquinas Church and School. St. Thomas had subsequently engaged Sarah Lamb at The Retail Connection to market the 2.2 acres and vacant building for lease.
Alexis walked out of the building with a vision not for another TJ’s, but for a gathering place that looked, smelled and felt like East Dallas. But just like his vision, it was clear that paying market rent on a big space for East Dallas was financially fatal.
“But we never gave up,” Alexis said. “We wrote them a sincere letter laying out our vision and our goals. We talked about wanting to be a part of the community for decades. We made promises about parking and traffic flow. Most important, if they would consider a sale rather than a lease, we would hammer out a deed with restrictions that would make the church and school family super comfortable.”
St. Thomas weighed the change and added a selling option to Lamb’s marketing efforts. But they didn’t sell to Alexis, not just yet. The church felt that to consider selling, the fiduciary responsible thing to do would be to go back to the market with the news.
Offers came from nightclub owners, multifamily developers and other restaurant operators. Some were impossible zoning challenges, and most were not appealing to the church as neighbors. St. Thomas went back to Alexis’ letter, and as Alexis says, “We won the bake-off.”
Lamb said it took a year from signing a letter of intent to get all the docs in order.
Alexis was a little more descriptive. “They put us through the wringer! The church and school did right by the neighborhood,” he said.
The sale closed in July 2022. The recorded deed restricts many unfriendly neighborhood uses and includes an opportunity for St. Thomas to buy the land and building back if Alexis wants to market the property for sale.
One more step. According to Lamb, canon law sets forth certain thresholds for canon goods and the separation of canon goods requires not only diocese approval, but the Holy Rubber Stamp from the Vatican. No word yet on whether Pope Francis will be there for the restaurant opening.
Rendering courtesy of Birdie’s Eastside.
Though a restaurant with an easygoing East Dallas vibe welcoming all neighbors was the immediate “aha” for Alexis, he said they did workshop the idea. Other themes considered were a barbecue restaurant and an East Dallas Eatzi’s-ish place. But they quickly landed on Birdie’s Eastside.
Alexis, who has lived on Gaston and in Junius Heights and the M streets, asked in a press release, “East Dallas is casual, fun and outdoorsy — doesn’t it deserve a really groovy indoor/outdoor spot?”
During a recent tour of the site, Alexis said he wants a “forever East Dallas institution.”
Much of the financing for putting the Birdie’s deal together came from individual East Dallas investors. Alexis calls them his “Ambassadors Club,” hoping they will spread the word about the new place suitable for closing deals, feeding soccer teams or having a beer after work with just grown-ups.
When Alexis describes Birdie’s, it’s not that far from what The Lot was or wanted to be. During Alexis’ neighborhood focus groups, The Lot question comes up, well, a lot. Restaurant owner/operators are industry friends and Alexis chooses discretion, only saying Birdie’s has a more central location and newer interior finishes.
Much of the building’s exterior and interior will remain. The Luby’s kitchen, cooking and freezing equipment is high quality and will be used to serve Birdie’s customers.
“We literally can bake our own bread here,” Alexis said about the kitchen. “We can grind our own sausage. We could butcher our own cows back here!”
Birdie’s will have a welcoming entrance with a large plant wall opening up to a patio featuring a fire pit, Adirondack chairs, interlocking pergolas and picnic tables. Outdoor diners will be served by an indoor bar accessible to the patio by two garage doors opened during the day. Adjacent to the patio will be a turfed area. He heard from “focus group moms” that they wanted “just space” for their youngsters, not a playground.
Past the patio and new trees is a large indoor dining area, seating 250 people in tables and booths. The old dropped ceiling was replaced by cathedral architecture. To the left past the restrooms will be an adults-only lounge, open to a separate branding campaign if that makes sense after opening, Alexis said.
Behind the large dining area is a private room for up to 40 people, complete with its own patio.
That still leaves the old pick-up window and serving space utilized by Luby’s for to-go orders. A decision hasn’t been made yet for that space. “We have a few ideas we are playing with,” Alexis said.
Birdie’s will be open daily for lunch and dinner, and Alexis pledges a killer brunch.
The space is being designed by Hatsumi Kuuzu of kuzuu design with a cozy Marfa vibe, featuring distressed wood, pew-style benches, custom Mexican tile and Western art. Construction is being performed by UK Services.
The name, logically but maybe not obviously, comes from the busy four-lane street out front. Both the ground sign and the pole sign will remain, with a new logo.
And what about the Lu-Ann platter? Don’t expect an inexpensive meal with smaller portions, but Alexis recognizes a favorite memory. “We will pay homage to the Lu-Ann platter,” Alexis said.
Birdie’s Eastside is expected to open late 2023 at 6221 E. Mockingbird Lane.
