Jerry Greenbaum met his wife Barbara 64 years ago at Tulane University, and even though the married couple of 62 years now resides in Atlanta, there has always been a special place in their heart for New Orleans. “We love New Orleans. It’s where we met, and I always wanted to invest in and give back to the city that has meant so much to us,” said Jerry Greenbaum. That feeling encouraged Greenbaum, co-founder of CentraArchy Restaurants, to open his first investment in the city in 2011 – Chophouse New Orleans, a steak and seafood restaurant on Magazine St. That restaurant’s success over the years, combined with an opportunity that came available across the street, has led Greenbaum to invest once again, this time beginning a new chapter in a storied, historic New Orleans building. Bon Ton Prime Rib opened on Nov. 16 in the Natchez Building at 401 Magazine St. The circa 1840s building was home to Bon Ton Café as former owners Debbie and Wayne Pierce retired in 2020 after their family had owned the restaurant since 1953. They sold the business and building to Greenbaum. Bon Ton, est. 1877, is the third oldest restaurant in New Orleans, behind Antoine’s and Tujague’s. The restaurant has moved twice in its history, first to 322 Magazine Street — home to Chophouse New Orleans, and now at 401 Magazine. “Having a restaurant across the street, I spent a lot of time getting to know Debbie and Wayne, and I told them if they were ever interested in selling, I would be interested in buying. I knew from Chophouse’s success that the location was great, and I have always loved the history and character of the building,” said Greenbaum. “We have toyed with the idea of a prime rib focused restaurant, and this was a perfect opportunity for that vision to come together.” Where “Old New Orleans Meets New” (the restaurant’s slogan), the menu blends its signature dish – Bon Ton Cut or Regular Cut Prime Prime Rib (USDA Prime Only, aged 40 days, salt crusted served medium rare with creamy horseradish and au jus) – with classic steaks, traditional Seafood, and timeless cocktails, including the Rum Ramsey, a nod to the restaurant’s heritage. Bon Ton Prime Rib is open seven days a week for dinner from 5 p.m. to 9 p.m., and until 10 p.m. on Fridays and Saturdays. Greenbaum said since the prime rib is served fresh, only the same day as it is cooked, customers are encouraged to request it while making reservations to guarantee the availability of the signature dish. “Our prime rib is the vehicle that drives our restaurant, and it distinguishes us from our competition,” said Greenbaum. “It’s fresh, tender, served the same day, and it’s an art to cook it special for our customers, and we have enjoyed serving a lot of it over the last two weeks.” Bon Ton Prime Rib was originally scheduled to open late last year, but a fire in September 2023 damaged the ground floor. The year-long historic renovation of the three-story building was led by CentraArchy Restaurants, Ryan Gootee General Contractors (RGGC), and SCNZ Architects. “This project consisted of a restaurant renovation on the first floor of this historic three-story load bearing masonry and heavy timber building. The ground floor is a reimagined Bon Ton Café restaurant, now Bon Ton Prime Rib,” said Cole Ross, RGGC Assistant Project Manager. “The project brought all new kitchen equipment, built-in banquette seating, a new bar, upgraded finishes throughout, and brand-new sidewalk pavers. New fire alarm and sprinkler systems were installed, along with life safety upgrades and elevation changes to ensure all ADA requirements are met. The second floor now includes a new fire pump room, with the third floor housing the HVAC equipment.” The main subcontractors on the project included Base Contractors, LLC (framing and drywall); Deuce Electric, LLC; Jefferson Sprinkler, Inc.; Regional Mechanical Services, LLC (HVAC); Precise Plumbing & Mechanical; and Daniel Bell, LLC (millwork). “I am most proud of the quality of finishes achieved and the complexity of the lighting control system to give the owner full control to set the ambiance exactly as wanted,” said Ross. The “Bon Ton Café” lettering that once lined the exterior of the Natchez masonry wall is now installed in the restroom vestibule, and the original Bon Ton Café sign outside the main entrance received new wood trim and was reinstalled on the building’s exterior. The restaurant’s design reflects the original character of Bon Ton, while integrating traditional and modern designs, such as exposed masonry walls with modern sconces and historic ceiling elements framing modern chandeliers, said Richard Choate, SCNZ Architects Principal. “The Bon Ton Café had a patina that would be impossible to replicate, so we took inspiration from it and gestured in a more modern direction,” said Choate. “We replicated the beams on the ceiling and the central A/C structure with millwork and pressed tin in lieu of plaster. The newer version is more crisp, sophisticated, and ready to develop its own patina.” Choate added: “The floors we chose were a historic white oak, but we chose to not stain them making them much more expressive and lighter in color allowing the room to feel larger and more contemporary. … It’s always a thrill to bring an owner’s vision to life and add a few surprise design treats along the way.” The bar is a new feature of the main space. Originally, it was small and towards the back, away from the dining area. Now, it’s to the left of the dining room and about three times its original size. Greenbaum said he’s proud of the restaurant’s interior flow, which he credits to his son and chairman of CentraArchy, Greg Greenbaum, and CEO Vince Van Brunt, and to their teams. “Our bar has become very popular for walk-ins to drink and eat, and for people to have a drink while they wait for their tables,” said Greenbaum. “It’s an important part of our new layout that has an amazing flow for both our staff to work in and out of the space, serve, and move around, and for our customers to have spacious seating and feel very relaxed while they dine.” And while they dine, the Bon Ton Prime Rib menu starts off with appetizer choices such as BBQ Shrimp, Bon Ton Oysters (charbroiled with lumpy crab), Cajun Bacon, and salads and soups, such as Shellfish Bisque. In addition to its signature dish, the Prime Prime Rib, main courses include USDA prime-only beef steaks: Bon Ton Cajun Steak, Ribeye, Filet Mignon, New York Strip; Gulf Fish, roasted in Cajun butter or broiled salt & pepper; Crabmeat au Gratin; Creole Crab Cakes; and Etouffee with crawfish, shrimp, crabmeat, and rice. The sides include Puffed Corn Casserole, Grilled or Seasoned Broccoli, Charred Brussels Sprouts, Onion Rings, Crawfish Mac & Cheese, Cheese Mashed Potatoes, and Loaded Baked Potato. Desserts consist of Butter Cake with Ice Cream, Lemon Meringue Pie, and Saturday Night Sundae. There is a bar of cocktails, beer, wine, and spirits. “It’s the Bon Ton of your great, great, grandparents and their classic dishes and cocktails, combined with the personal strengths of our restaurants that focus on the highest quality of seafood, steaks, and our centerpiece dish, the prime rib,” said Greenbaum. “The reception to our opening has been amazing. We have done a lot of business, and we are excited to show off our new restaurant and welcome everyone here for a new experience.”