European Food Emporium - At Its Prime
Someone recently complained to me that I don’t do enough about the things I dislike in Reno. That poses a special problem I’m not really able to do: Look for a bad time. Honestly, if I have criticisms, you all know me well enough at this point, I don’t hold back. However, word spreads quickly in this town, and if I hear a place sucks, why go there? For that matter, why perpetuate more bad times for them, considering I don’t know exactly WHY they are bad? Nope, I’ll stick with instinct on this one, and take calculated risks. Plus, people say enough bad things about Reno anyway, I see no point in purposefully joining that mindset.
So I’m going to tell you about a very good, tasty time I had recently.
April 23rd when I walked into the yet-to-be-opened European Food Emporium (the exact location Butcher Boy Prime used to be) was pure whim. I had seen activity a couple of times while being in that area, but I knew little about what was going in the old Butcher Boy Prime location at 7300 S. Virgina Street. Not to mention, I wasn’t alone in the disappointment that Reno lost one of the only places to buy prime meats, especially local fare, that was in town when Butcher Boy closed its doors.
Apparently as I walked in, I wasn’t aware they literally had been open a couple of days. Their grand opening isn’t until Monday, April 26th, however, this “soft opening,” was for the media. Media? Well heck, I’m the media! Sort of. Without hesitation, I was talking with meatcutters, fish mongers (…that’s Mike down there next to his fish case…), deli workers, baristas, and cooks. All people that seemed happy to help and delighted to work there, I discussed with them about how impressed I was with the new layout. The old Butcher Boy Prime was hall-like, tall, a bit imposing, and seemed shadowy. It was nice, but it wasn’t a place that gave the message that the new European Food Emporium is giving. Done in stucco-colored tans, with small frescoes painted on the walls, the ceiling lowered a little and a distinct market feel gives the place that inviting touch. Right out in front are the meats, the pastries, the cheeses, jars of pickled goodness, and coffee– and you won’t even get lost inside.
I happened across a smartly-dressed, briefcase in hand gentleman that seemed to know what was going on. Soon I was shaking hands with Michael Ghiorso, general manager of the new market/deli. He’s an energetic man, but calm, calculated, very involved with his new store. He told me of his visions of having a marketplace and shop where you could buy food and have relationships with the workers like he did when he was young. A second generation Italian-American, he wanted nothing more than to put the personal service and quality, local options, European style, as an option for a place for you to get your meats, cheeses, baked goods and specialty food items. Many in-house items are available (or will be available), from local Nevada Basque products, pastries, Wood Fire Coffee, cheeses, meats, baked goods and other treats. Catering is also going to be a part of the mix. Michael has respect and appreciation for all of the different cultures that are in the Reno area, and wants that to reflect in his store. He seems pleased with what he’s built here, and it shows. There’s a love and an attention to detail that hopefully will earn the business it deserves.
I asked Michael about the prices. The prices! Butcher Boy Prime was criticized about having prices that seemed even out of step with that other big, chain specialty store up the street. I’m pleased to say that the prices for the new European Food Emporium are lower. Not just “ho hum,” lower, but about 20% - 30% across the board. For prime beef, paying $8 - $14 a pound is giving the good choice cuts at supermarkets a run for their money. We did buy a bunch of cheese, and I mean, a BUNCH of cheese (…thanks to Rachael for putting up with us…) and I was expecting checkout shock. Nope, I believe it again, rivaled standard supermarket prices, and the quality and choices were better. I had a small cup of “Frutti di Mare,” seafood salad and it was FANTASTIC! I love crunching down on baby octopi, scallops and calamari. That’s just me, though.
Michael’s vision of a more intimate marketplace with the personal attention missing from so many other places to shop seems to be on-target. I can see myself going there for lunch occasionally, picking up those one-of-a-kind local items, and spending a Sunday afternoon having coffee at this place. I like the idea, and yes, if you missed Butcher Boy Prime, you’re going to LOVE the new European Food Emporium. I do hope they keep their prices reasonable so all walks of life can come in, slow down, and have a taste of the old world good life.
Their grand opening is on Monday, April 26th at 8:00am, so stop by! If grand openings aren’t your thing, just stop in you’re in the neighborhood, it’s well worth it.
Location: 7300 S Virgina
Phone: 775-853-6686
Website:www.eurofoodemp.com
GR
April 26th, 2010 at 7:47 am
Good write up!
As the old owner/creator of Butcher Boy Prime I can tell you that they have done a lot of work to change up the building. Although it’s different from my original vision, the new decor and layout seems to be a great change.
And yes, the prices are amazingly lower than you would expect. I was the first customer in this morning and perused through all of the areas for a bit. Prime Rib Eye steaks for $15.98 a pound shocked me…..I WILL be picking some of those up for the grill soon.
I am glad to see that the new owners have taken some time to do it right and look forward to spending some of my time and money there.
April 26th, 2010 at 12:24 pm
Hiya Clint…
…thanks for taking the time to stop by! Yeah I’m pretty stoked myself about the E.F.E.– I was really hoping someone would fill this much-needed niche of Reno’s food needs by not only opening up another “prime,” alternative, but one that followed in the general tradition of Butcher Boy.
I can personally thank you for your original version of this idea, Butcher Boy, because I grew up with it from Rock Blvd., and then frequented Prime. I hope you can endeavor again with business in Reno in the future!
GR
April 27th, 2010 at 9:50 am
I was there on opening day and was surprised to find that little had changed since “Butcher Boy”. The previous owner of “Butcher Boy” is now an employee at the location. The prices are high. I use to go to the “Butcher Boy” on rock for years and buy marinated tri-tip and deli sandwiches. It was a great store and the prices were cheap. I noticed one day that the prices were marked up quite a bit. The owner was building the multi million dollar new location in south Reno. This business plan was destine for failure. Even the people of south Reno are savve shoppers and won’t support a meat market with high prices.
April 27th, 2010 at 5:07 pm
Keith…
Thanks for stopping by! Well, yes, there’s always WinCo for you. I’m not sure where you got prime meat in the past, but if you ever had it for $7.99 a pound, it was either not prime, or it was 1977. Considering the only best-quality food alternative is “Whore Foods,” E.F.E. has ‘em beat. I’ll see you around at WinCo, then, because I like it there for the most part, too.
GR
April 27th, 2010 at 5:32 pm
Sounds like a great place to check out. Do you know where the meat products come from? Are we talking local farms? Organic?
April 27th, 2010 at 8:00 pm
Hi Belinda:
I’m not 100% positive where the meat comes from, but I believe it is from Northern Nevada; Michael the General Manager gave me a flurry of information about all the products that I only partially absorbed into my brain, however, I think most of it is local. As for organic, you’d have to ask them about it. You can call the store and ask at the number above!
GR
April 29th, 2010 at 8:29 am
Yes, The new European food emporium is finally open. and yes the king of meat in the Reno/Sparks area is running the meat dept.And yes our prices are low and our quality is high. Other additions are an espresso coffee shop,bakery with real San Francisco sourdough breads,pastries and scrumptous desserts. Not to mention a deli with all of the imported and domestic meats and cheeses one would expect to find at a real European style deli. Our meat dept. is making (in house) all of the bacons, hams, sausages, and marinated products that were original and exclusive to The Butcher Boy name. and yes all of our meats are naturally raised with no added hormones or antibiotics. we are purchasing carcass beef from a local rancher. We strive to offer the best,freshest, all natural beef, pork ,poultry, lamb and seafood available
April 29th, 2010 at 2:26 pm
Wonderful news! I will definitely be stopping by soon and hope to become a regular customer :)
April 30th, 2010 at 11:05 am
Thank you for this article! I’m rarely in the south Reno area, and never would have heard about this otherwise. But when I do have to drive down that way, I make a point of visiting the few locally owned/operated businesses that I enjoy in the neighborhood, and spending some cash.
Reno has too many people who don’t support our local businesses, but bitch when they close. Yeah, I’m a bit frugal, funds are tight for all of us these days, so most of my shopping is decided by “Who’s got the lowest price?” But maybe if we all try to shift a small amount of our spending to benefit our community, and the businesses in it, we’ll all be better off.
After all, wouldn’t it be nice to develop a local flavor, that ISN’T just having a surplus of chain stores, casinos, and pawn stores.
April 30th, 2010 at 11:31 am
Hey Skylla!
Thanks for stopping by!!! When you’re in town, we can do a browsing lunch or something over there!
GR
May 1st, 2010 at 8:06 pm
Checked out the EFE this week and picked up a beautiful fryer chicken, some pork chops and some Wisconsin Brats. Staff was super-helpful and the chicken was delicious - loads of plump, juicy white meat leftover for my lunches this week (hubby ate all the dark meat). We had the Bratwurst for dinner tonight and they were a hit with the in-laws. We’ll definitely be back :)
May 3rd, 2010 at 12:28 pm
Glad to hear they are up and running, I’ll have to swing by sometime this week. I hope Ken was able to bring back some of his classics like the Burgundy Tri-Tip and the best German sausage this side of Berlin! You will always have a loyal customer in me, no matter where you end up! And thanks to the new owners for giving the people what they want! Kudos
May 8th, 2010 at 1:23 am
if you don’t like Reno you communist pricks then pack your shit and move to California where the fags buy all your euro trash shit I get real European food at home and if this isn’t published I will tell every person i know how crappy your store is and even make a bill board to tell what you think of us Nevadans…..
May 8th, 2010 at 1:35 am
I am all for this information and wish them, their staff, and patrons all the best…we need positive “local” news as such.
May 8th, 2010 at 2:32 am
Mike:
I appreciate what you’re saying to a degree, but the people that run and work at this store are all Nevadans, and Renoites. “Upscale,” doesn’t automatically mean “California.” No one talks more shit about California, Clark County and Las Vegas (suburb of Los Angeles) more than we do here at GHR. So in all honesty, your guns are going off half-cocked, no pun intended. To put it in more digestible terms: if it’s covered in horse shit, it don’t make it real. PS– Real fags carry guns. And are far, far, far from “communists.” Like me. I’m your huckleberry. *tips hat*
GR