We’re now in the week to two weeks window of opening our first Dead Rabbit outside of New York City, and I wanted to use this opportunity to explain what instigated our growth, why we chose Austin, and some of the many amazing idiosyncrasies of our Austin store each day until we open to the public.
As many of you know, The Dead Rabbit has changed markedly in the past few years with an approach of balancing the founding core of the company whilst evolving the outward manifestations of our said core. When we opened The Dead Rabbit, it was all about bringing the Irish Pub in America into the 21st century.
When we opened, that initially manifested in our split-level concept and infusing the Irish Pub with great quality cocktails, a banging Irish Coffee, and a great Irish Whiskey selection. While this hasn't changed, we've broadened our aperture to doggedly focus on showcasing the very best of contemporary Irish culture, challenging the manifold misconceptions around our culture in America, and showing that an Irish Pub can be relevant, can be both hospitality and quality driven, and can be beautifully designed.
In order to achieve these goals and our mission as a company, we simply had to grow as we wouldn't be able to successfully execute this with one bar in New York, or numerous Dead Rabbits in New York for that matter. I fully believe there should and can be a Dead Rabbit in most major cities in America, and who knows, further down the line, maybe some internationally, all complemented by the other concepts we've launched or are in the process of developing which celebrate different stories and serve different consumer sets.
However, we don't want The Dead Rabbit to scale poorly by losing strategic discipline, operational rigor, or commodifying or chainifying The Dead Rabbit. In addition, each new Dead Rabbit must simultaneously execute our core key experience drivers whilst ensuring each Dead Rabbit is relevant to said market. That’s a delicate dance which I'll communicate how we intend to do over the coming week or so.
So tune in if you're interested, or tune out if you're not! ❤️🇮🇪
We are looking forward to hosting this fun event! 😀