Salisbury restaurant has new 'Vibe'
Mitch Fletcher looked no further than his own kitchen for inspiration when dreaming up renovations for The Deli.
In his house, food and wine are both experiments and experiences, and he wants to bring that perspective to the business.
The Deli, located directly across Route 13 from Salisbury University’s new Guerrieri Academic Commons, was known primarily as a lunch spot and bar since it opened in 2010. After parting ways with former co-owner Ryan Miller, Fletcher felt it was time for an update. Last month, Vibe Bar & Grill was born.
“Vibe is The Deli growing up,” he said. “It’s kind of the next version of something that has been a vision for quite a few years of where we could take this business.”
Fletcher shut down the business temporarily in early January and surprised customers later that month with a name change, a new décor and a menu blending old staples with new creations. The goal is to attract a new clientele, incorporating more wine and “unique dishes” into a comfortable, fun environment.
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“It really reflects where I am in my own life,” he explained. “I like coming home and sharing unique wines with my wife, and we wanted to create something that we felt comfortable coming to.”
The first change customers will notice is the seating. Gone are the backless bar stools and maneuverable tables. The restaurant now features several high-backed booths, as well as high-top tables and counter seats with new backrest-equipped stools.
Fletcher also made changes to the décor, adding new coats of paint, new bar features and woodwork pieces he and his family created.
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“We wanted a combination of modern and comfortable,” he said.
As for the food, classic dishes, such as wraps, burgers, wings and salads made the cut. But Fletcher also added new homemade items, including slow-roasted brisket chili nachos, mahi-mahi fish tacos with rémoulade and corn salsa and a brisket Reuben, to attract more evening diners.
We’re “giving the menu still kind of an American feel but giving it a little more of a grown-up taste,” he said. “We’re putting in the hard work it takes to make this kind of food, but we’ve made the commitment to try to be unique.”
The food is meant to compliment a routinely rotating wine list, which Fletcher hopes will capture the eye of local wine enthusiasts. He relies on local wine experts and regular clients to point out interesting wines that they cannot find in other restaurants but that still range from $6-$9 a glass.
“We wanted to take out some of the stuffiness of a wine bar and pare that down a little bit to where it’s casual, and it’s fun, but with really good wines we’ve found,” Fletcher said. “Wine is such a neat commodity, because it doesn’t last forever.
“If something is good and it’s going to be popular, it’s important to know it early so you can be part of the life cycle of the wine.”
In spite of its “maturing,” Fletcher says he doesn’t want his Salisbury University student customers to feel left out. The restaurant will still offer food and drinks that have become popular with the younger crowd.
“We have a unique opportunity with our geographic location where we have a young demographic that loves to come here, and we embrace that,” he said.
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Ultimately, Fletcher said he made the change to become a bigger part of the community. He felt targeting locals ages 35-55 was one way of reaching out to other parents, like himself, and people who wanted something new. His plan for the next 5-10 years: to have an impact on the community where he is raising his two young daughters.
“It has been a journey through finding what, deep down, we want to build a business on,” Fletcher said. “It’s been such a fun thing in this industry, because people from the community can come and share it together.”
Only a few weeks into the new venture, Fletcher says he feels confident about where the business is headed. In the coming months and years, he plans to keep diners on their toes with new menu specials and drinks as often as he can dream them up.
“We’re just getting started,” he said. “It’s going to be a relentless pursuit of finding flavors and new things that will make people talk about the food and want to keep coming back for more.”
Info box:
Vibe Bar & Grill
1147 S. Salisbury Blvd. Salisbury
Monday-Thursday: 11 a.m.-9 p.m.
Friday-Saturday: 11 a.m.-late
Sunday: closed – new hours coming soon