Price, vibe, spice: Chazz dots all the ‘i’s
by Matt Amato
Take the “i” out of “chiefs” and it spells “chefs.” One of the most unoriginal jibes in professional sports–designed to emasculate the NFL’s Kansas City Chiefs–is ironically embodied by one former player. Al Boyce, a ‘80s star of the team on the gridiron, is now owner of an East Atlanta Village restaurant across the street from the Flat Iron.
Swapping special plays for spatulas, formations for forks, touchdowns for tilapia—he’s probably heard it all. But joking aside, the 15-year catering veteran is scoring culinary points with two-month old Chazz Southern Cooking.
Based on simple country cooking sensibilities—staples of fish, chicken, ribs and vegetables—Chazz incorporates tradition with hip undertones. The interior, for example, has earthy colors, an unusual and eclectic touch for this cuisine. Further breaking from convention, a flat-screen TV is the centerpiece for a bar currently awaiting its liquor license. (Customers can bring their own beer and wine in the meantime.)
For all of Chazz’s originality, though, one looming question remains: why open during a (past, current, soon-ending) recession? “He [Boyce] always wanted to open a restaurant,” said manager Tina Mitchell. “And our prices are competitive and affordable.”
The most expensive menu item is less than $12, with most entrees running from $2.99 to $9.99, meaning that even in tough times, meals aren’t pricey. Location is another consideration. The East Atlanta Village, voted this year’s “most cool neighborhood” by Creative Loafing readers, is packed with eateries, so competition is incredibly high.
Chazz’s staff is unconcerned. “There’s nothing like it in this area,” reasoned Mitchell, “and we offer something different; bar food and tacos are not Southern cooking.”
To continue wooing the village’s younger crowd, future plans include 24-hour service, an attractive alternative to traditional study halls, with the added bonus of free WiFi. Current promotions include Monday night football specials, a $2.99 kids menu, and weekend brunch.
Should Chazz—named after Boyce’s 4-year-old son—match its aspirations, the business’s long-established catering component could further benefit. What originally started as a mobile kitchen accommodating film and music video sets has grown through the years. Now people who work in other industries are clients as well, having enjoyed the hearty, simple food—and prices.
Earning a loyal customer base is hard at the best of times. However, it’s a game this chef intends to win.
Chazz Southern Cooking is located at 517 Flat Shoals Ave. Phone: (404) 748-1875. |
