Brothers cook up new restaurant

by Rhonda McBride
Monday, July 9, 2007

ANCHORAGE, Alaska -- When they were kids, Jason and Jeremy Kimmel's parents ran the bagel deli at Huffman Business Park.

Now they're grown up and after years of working in other people's restaurants, they've finally opened their own; Peppercini's Deli House in the University Center Mall.

"Even though we're calling it a deli, it's more of an upscale sandwich shop," Jason said. "The fast/casual concept; where it's not fast food, it's not casual dining, but somewhere in between."

A place that can cater to customers like a mom and pop establishment, yet has the look and feel of a trendy restaurant chain.

"Somebody really wants us to carry a different flavor of bagel, no big deal. So it's really nice having that flexibility," Jason said. "Our goal for building this restaurant was really to have the best of both worlds."

Also in the mix is the combined experience of the two brothers.

"I've never worked in a place where I've been completely satisfied with everything," Jeremy said.

Between them, the two brothers have an impressive resume of restaurant experience. Jason opened and managed a Chili's and both brothers cut their teeth as chefs at Alyeska Resort.

It's taken years of prep to get to this point. Whether it's their meat slicer, Bought from Balto's when it went out of business, or the partnerships formed with other restaurants.

Aladdin's restaurant makes all the soups and French Oven bakes the bread.

The duo incorporate local flavors within a chain restaurant system to keep food fresh.

"Whatever came in first, we'll be using first. To me there's no substitute for fresh bread," Jeremy said.

Even if a restaurant has a great product, that doesn't guarantee success.

That's why Pepercini's is also in the delivery business.

Cashiers such as Christine Dawson have been faxing menus to offices throughout Midtown.

"The first week we had probably 10 deliveries. Two weeks later we had 30. Obviously, it's making some sort of difference," Dawson said.

A difference the brothers hope to cash in on. Their goal is for 60 percent of their sales to come from deliveries.

"Midtown is really growing. Aside from pizza and Chinese, it's an underserved market. You don't have anyone with our type of business, delivering food," Jeremy said.

Whether it's delivered or served at the deli, the food seems to be a hit.

First-time customer Marie Griffin said she like the restaurant's selection.

"It's a great menu. We had trouble choosing today," Griffin said.

Beyond the food, the brothers have invested heavily in technology. You can even order food on the Internet.

To make sure your food arrives quickly, drivers can also download directions and other information.

The restaurant itself has wireless Internet, a big hit with customers who want to check e-mail and their favorite Web sites.

The restaurant also accepts the University of Alaska's Wolf card, which accesses pre-paid accounts. Parents often put money in them and Peppercini's is the first off-campus business to accept the card.

Right now the deli sees about 200 customers a day. Their goal is to double that. The Natural Pantry and the New Cauldron also cater to lunch crowds. They hope that this doesn't draw away from those businesses. The New Cauldron has stayed with the mall, through thick and thin.

The restaurant only delivers in Midtown. That's why the University Mall was chosen -- it's centrally located.

Contact Rhonda McBride at rmcbride@ktuu.com