Will You Buy Into the Wild Herb Kitchen Pitch?

Their motto is "no gimmicks, just good food," but the Tony Fisher Group plan to create a local "comfortable" restaurant offering gourmet cuisine at affordable prices is very high on concept and bolstered by new media.

If you want an insight into what makes up the sausage of local restaurant investment, Wild Herb Kitchen has documents and video to share with you.

Wild Herb is seeking investors to help fill out a capital budget of $2.3 million and create a southwest rival to some very familiar, off-Strip favorites. Owner Tony Fisher's local career features a resume with ties to David Myers' Comme Ça and Michael Mina's Stripsteak.

While cagey about the exact location, the design plan is for rustic wood, soft neutral tones, herb walls, an open kitchen, patio, a bar, a retail space for to-go services and a coffee and juice bar.

Closest competitors cited are SkinnyFats, DW Bistro and Honey Salt, the latter they consider their strongest rival. Wild Herb Kitchen is imagined to operate from 8 a.m. to 10 p.m, serving breakfast, lunch and dinner seven days a week.

Potential investor documents and the pre-build Website provide a behind the scenes look into the challenges facing new start-ups in Las Vegas. The Wild Herb web page, aimed at bringing in backers, already features video and renderings with more content than many functioning restaurants.

An unnamed location is shown, offering 5,828 square feet in an industrial park located off the 215 beltway. Detailed reports break down the importance of social media, from YouTube cooking demonstrations, to Facebook incentives, to distributing gift baskets of pastries to awaken brand awareness. Wild Herb aprons, clothing and self-published cookbooks are also proposed.

The embryonic menu begins with "farm fresh breakfasts," lemon ricotta pancakes, feta and spinach sandwiches, fig and honey nut smoothies and to heartier dishes for dinner with grass-fed beef and organic chicken. An average lunch check of $18 and $42 for dinner is estimated. No chef has been hired for the project, but the pitch describes Wild Herb as "food" not "chef driven"

A November 2014 debut is currently promised, despite a declared $125,000 of necessary construction needed.
· All Coverage of Coming Attractions [~ELV~]