VIP treatment at Rocktown

New policy allows diners to cut Thursday night lines

By Kaleigh Maher, news editor
Posted on October 4, 2007

Dining at Rocktown Grill during the week now means VIP cut-the-line status and a waived $5 minimum food purchase on Thursday nights.

Because Rocktown was not meeting the state mandated ratio of 45 percent food sales to 55 percent mixed beverage sales owner Isaac Coe began charging a $5 minimum food purchase at the door on Thursday nights.

“In instituting the minimum food charge we tried to do something different than what most people have done,” Coe said.

So far, Coe said there has been a positive reaction.

“It’s worked really well,” Coe said. “People have kind of gone crazy over the chicken fingers.”

Now, Coe said he wants to do something more individual than a limited menu of five items available on Thursday nights.

“I think we’ve got the best hamburger in town,” he said. “But we can’t do that [when we’re so busy] Thursday nights and give someone a hamburger the way they want it.”

 On Mondays, Tuesdays and Wednesdays when students dine at Rocktown Grill they can order off the entire menu and show their JAC Card to be put on a VIP list for Thursday night. On Thursday night people on the VIP list can cut the line and do not have to pay the $5 since they already met their minimum food purchase for the week.

Senior Minar Machhi said she likes the idea.

“I feel like either way you are going to pay the same amount,” she said. “It’s just a matter of going earlier and getting a meal.”

Cutting the Thursday night lines also appeals to Machhi.

“It’s a pain to wait in line, too,” she said. “As long as they really aren’t going to make you waitlong as they really aren’t going to make you wait in line I really like it.”

Senior Riley Barrar said that, in theory, the plan is good, but she’s not sure what the reality will be.

“From a marketing standpoint it appears to be a good lure to fix the food/alcohol consumption ratio,” she said. “However, I’m not sure if it will be able to compete with other restaurants and bars in the area that have strong weekday night crowds.”

Coe believes the menu speaks for itself and said Rocktown offers competitive deals throughout the week.

“I want the food experience here to be a good experience,” he said.

Coe said Rocktown offers specials for patrons throughout the week, from 25 cent wings and high-def football games on Monday nights to half-priced appetizers on Wednesdays. Coe also said that Rocktown has lowered its pitcher prices in companion with instituting minimum food prices.

“All of this, I hope, is a representation of what JMU students meant to us,” he said. “To make it easier and more enjoyable for them to come out on Thursday nights and other nights.”