Social 121 Has a New Menu, a New Chef and a New Concept. Other Than That, Status Quo.

Categories: Food News

Christopher Short.jpeg
Christopher Short is the new Chef and Plano's Social 121
The restaurant at 5760 State Highway continues its dance to please Plano natives. It first opened as Loft 610 with superstar Tre Wilcox at the helm, cooking Top Chef plates intended for fancy palates. Then Wilcox left for the Marquee Grill and Scott Siers bought the space. He renamed the restaurant Social 121 and promoted Wilcox's former sous, Jason Skinner, to executive chef.

Skinner got to work turning out fine-dining plates in a concept Siers referred to as a restaurant first, night club second, serving pan-seared halibut plated with piped potatoes alongside $300 bottle service. Despite a positive review in the Dallas Morning News the place wasn't generating enough sales. Now the restaurant has issued a release that announces a new menu and a new chef.

Skinner is out and Christopher Short is in. The new chef has recast Social 121's menu as an upscale casual offering, according to Siers' publicist. Mussels braised in Shiner Bock and a lamb burger have replaced more elegant plates in an attempt to court a more casual Plano crowd. Prices have come down, too, as Siers admits that the fine dining business is competitive. He hopes the new menu concept works better with the Plano locals. Pastry chef Kara Blair has been replaced as well.

Shifts like this don't typically occur in restaurants that are thriving; the adjustments signal a restaurant with sales below an owner's expectations. The dual purpose of the space -- restaurant by day and club by night -- is another model that's difficult to execute. Siers says that casual restaurants have been doing very well in the Plano area. Nearby Whiskey Cake has garnered consistent praise by mixing top-end mixology with affordable eats. I'm making a note to check on Social 121 soon.

Location Info

Social 121 - CLOSED

5760 State Highway 121, Ste. 175 Plano, TX, Plano, TX

Category: Restaurant


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5 comments
Kergo 1 Spaceship
Kergo 1 Spaceship

I see that thing all the time....it's in office park.  How mid 80's disco/office park chic is that?  "We have a nightclub our office park!"?  When I see it I think of lonely 400 pound office lasses, and slimy, lazy Chris Chris's.  I ran a bar in an office environment, like 20+ years ago, and those people were flat out creepy.  Best looking chick had buck teeth!

Chris
Chris

Chef Christopher Here Everyone:

Looking forward to seeing everyone again and the new menu starts Tuesday, March 20th.  See you soon.

Cotton
Cotton

Looking forward to trying the new menu!

Scruffygeist
Scruffygeist

It doesn't help that access isn't particularly easy being right at the 121/Tollway interchange and it being in a very small retail space attached to an office building buried among an office park--the loaction looks half-dead after 6.

But those things don't keep Blue Mesa a quarter mile away from being jammed up.

I think most of us that live that direction just plain forget it's there.

Smu37
Smu37

I couldn't agree more. Three Fabulous Chefs are clearly NOT the issue.Location location location

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