Matthew’s Market in San Marco closed in late January. One of owners, Chad Labenz, said it was due to the misconception that they were more expensive, according to a Jacksonville.com article. It’s true that the sandwiches there were a steal and the items they sold in the market were about at the price level of Fresh Market. But as a friend of mine commented: “If they wanted it to be seen as inexpensive, they should have taken off Matthew’s name.” I can’t disagree with that. Matthew Medure isn’t just a person in Jacksonville, he’s a brand. By putting his name on the market, it was seen as luxurious and expensive. Even if they sold deli meats out of the back of a truck*, if Matthew Medure’s name was associated with it, it would be seen as quality, expensive, luxury food. Normally that’s not a problem, it’s an asset, but the economy has made it a liability.
Medure’s, his Ponte Vedra restaurant, which closed late November of last year is supposed to be reopening eventually and will feature lower cost items. Again, the name Matthew Medure does not equate to affordability in the minds of most people on the First Coast. He’s going to have a devil of a time rebranding himself, if that’s what he intends to do. I think that if he’s lowering the price point he should be associated with the place but not use his name in the title.
Matthew’s, his main restaurant, is still open and busy. In fact, they’ve been running a relatively reasonable prix fixe menu of four courses that serves two for just $89. That’s a super deal for one of the fanciest restaurants in town.
Also, according to Jacksonville Confidental, Matthew's along with Bistro Aix and Cafe Carmon are actually offering coupons in the latest MINT Mag. Check out the post!
*As far as I know Matthew Medure has never sold anything out of the back of a truck, nor is his name associated with anyone who has.
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