De La Concha puts up its dukes.
by Tom Johansmeyer
Despite the best efforts of anti-tobacco lobbyists, New York City’s De La Concha is proving that a smoking ban will not obstruct the classic pairing of cigar and steak. The tobacconist and smoking lounge began hosting “cigar dinners” earlier this year, making it possible to once again sit at a table with a glass of vino, a prime cut of sirloin and a double corona.
Since the inception of the smoking ban in New York, De La Concha general manager Ron Melendi has listened to his customers gripe about not being able to enjoy a cigar with dinner. “It’s hard enough to have a drink and a smoke in this city,” he explains. “Unless you belong to a private club, a steak and a cigar together are impossible.”
On each occasion, generally spaced three months apart, Melendi has filled his store to capacity even though the dinners are only advertised in store and by word of mouth. For $110 per person, guests (many of whom consider De La Concha a second home) enjoy a sumptuous spread whipped up by neighboring restaurant Rue 57 and cigar and liquor vendors.
The precision with which the staff executes each phase of the meal, comprised of vendors from four companies in addition to De La Concha and Rue 57, is nothing short of a marvel. While a band plays in the background, a caravan of carts, trays and waiters fill the sidewalk outside as food is shuttled half a block from the restaurant to the shop.
According to Melendi, Rue 57 was a natural choice. After the store closes, it isn’t unusual to find a few of De La Concha’s patrons at Rue 57 moments after extinguishing their cigars. Likewise, Melendi’s store is popular among the Rue 57 staff, who stop by for smoke breaks on rainy days.
“We didn’t ask any other restaurants to work with us this way,” Melendi says. “We know Rue [57], and Rue knows our customers. It just made sense.”
Author Photo by Brian Sayler.