Michael Schulson's Restaurant Philosophy
Good food, fair prices, and kindness are the keys to a successful restaurant
It’s been three years since Michael Schulson announced he would bring his Double Knot restaurant to Miami.
The restaurant, named 2016’s Best New Restaurant in Philadelphia Magazine, opened last week in the city’s Wynwood neighborhood. The space, formerly Wynwood Kitchen & Bar, has been transformed from an industrial look to a gorgeous Mid-Century room adjacent to Wynwood Walls, the famous outdoor graffiti gallery.
Schulson, who owns and operates more than a dozen restaurants under his company, Schulson Collective, shared how he scored such a prime spot in one of Miami’s most popular areas. “We have, I think, six restaurants in Philadelphia in Goldman Properties buildings, and we have a great relationship with the Goldman team. About three and a half years ago, we were offered the space, and we said, ‘Sign us up. ’
Goldman Properties’ founder, Tony Goldman, was instrumental in the renaissance of Wynwood in the early 2000s. He helped transform a neighborhood of warehouses into the thriving artistic center of Miami. Goldman died in 2012, and his daughter, Jessica Goldman Srebnick, is currently leading the company.
Schulson, who previously operated Monkitail at the Diplomat Hotel in Hollywood, Florida, just about 20 minutes north of Wynwood, said regardless of whether he got the prime Wynwood location, he would have wanted to be a part of Miami’s food scene. “I’ve spent a lot of time in Miami my entire life. and I like it here.”
Schulson is so enamored with Florida, he plans on further expansion. “We’re going to do something in Delray Beach, and I would love to do more in Miami. I think Dear Daphni [Schulson’s Mediterranean concept, located in Philadelphia’s Rittenhouse Square neighborhood] would do great down here. I think we can do more and more in Florida.”
Schulson’s next stop is New York City, where he plans to open another Double Knot. After that, the sky’s the limit. “I like to build where I want to be. My son is getting ready to go to college in Colorado. I love Colorado, so who knows?”
For now, however, Schulson is making sure Double Knot Miami gets the attention it deserves. The izakaya-style restaurant offers mostly sushi, sashimi, and robata dishes. A personal favorite is the restaurant’s nod to its Philadelphia roots — a cheesesteak-stuffed bao served with cherry pepper relish. The menu in Florida doesn’t stray much from the flagship Philadelphia menu, although there are a few additions that take advantage of Miami’s warm climate and proximity to fresh seafood, such as sashimi and ceviches.
Schulson is also bringing another piece of Philadelphia to Miami with Double Knot’s reasonable pricing and friendly service. “People in Miami are way obnoxious regarding pricing here. I’m not doing Kobe beef and charging someone $198. Some of my guys wanted to charge $21 for a cocktail, and I looked at them: “What do we charge in Philly?” We charge $16 for a cocktail? That’s what we’re charging here. That’s how we do it.”
“We did in Miami what we do in Philadelphia. We did it in Monkitail, as well. I had tons of arguments there with the hotel wanting to raise the prices, but I refused,” he says.
Schulson learned that good prices and good service turn customers into regulars from his Pennsylvania clientele. “Philadelphia is a blue-collar city, filled with hard-working people who are very loyal and very passionate about their sports teams and their restaurants. People who work hard for their money and are loyal do not want ot be taken advantage of. Charging $40 for an entree is too much, so you figure out how to operate efficiently. We’ve had a lot of restaurant people from out of town try to make it in Philadelphia. They think they can charge New York prices. It doesn’t translate.”
Schulson’s strategy is to attract Miamians who, in turn, attract tourists who seek out local favorites. “The locals determine what the good restaurants in a city are,” he says, adding that it all boils down to a simple philosophy. “For us, you have to stay true. Stay true to who you are. Let’s build a beautiful restaurant, find nice people who treat you with respect and kindness, then give a great perceived value and not take advantage.”