Reinventing the Culinary Landscape: The Remarkable Journey of The Square

One year after the opening of the innovative food hall The Square, chef Richie Brandenburg reflects on the triumphs, challenges, and future plans for this downtown culinary destination he created with his business partner, chef Rubén Garcia. As a visionary behind this ambitious project, Brandenburg shares insights into navigating the evolving landscape, adapting to the pandemic's impact, and his unwavering commitment to cultivating a vibrant community experience.

Transforming the Dining Experience, One Bite at a Time

Weathering the Pandemic's Impact

Despite the initial media buzz and high expectations surrounding the launch of The Square, the COVID-19 pandemic presented unexpected obstacles. Brandenburg candidly acknowledges the challenges, noting, "COVID really changed the plan. We watched construction prices double and quadruple, and that alone shrunk the scope of what we were able to do." Yet, he remains optimistic, stating, "We've been open for a year, and I would call that a success. We're not profitable yet, but we're getting there. It's definitely been a challenge."

Adapting to the Shifting Landscape

The Square's strategic location within the Farragut business district, nestled in the atrium of Tishman Speyer's International Square building, initially promised a steady flow of office workers and pedestrian traffic. However, the shift towards remote work has significantly impacted the model. Brandenburg explains, "We had business built-in pre-COVID, but with people not coming back to the office, it's changing the model. The volume is not there, and if it isn't, the math doesn't work the same. It hurts small businesses when we work on such fine margins."

Embracing the Shared Commissary Kitchen

One of the innovative features of The Square is the shared commissary kitchen, which Brandenburg envisioned as a way to streamline operations and foster collaboration among the various vendors and chefs. Brandenburg notes, "I just walked through the commissary kitchen, and everyone's working in there. It's continuing to be the heart of the business here. We're starting to pick up in events, which are part of what pays for the commissary kitchen. It's beginning to work, but I wouldn't call it a perfect heartbeat, yet."

Expanding and Diversifying the Offerings

Despite the challenges, Brandenburg remains committed to the growth and evolution of The Square. He reveals, "We have two additional spaces that I think I'm going to be able to get built out in the next few months, and I've got people actively pursuing me to give them a deal." This expansion will allow The Square to continue diversifying its offerings and catering to the evolving needs of the community.

Fostering a Vibrant Community Experience

At the heart of Brandenburg's vision for The Square is the creation of a dynamic, community-driven experience. He emphasizes, "Every day it's thinking 'how do we stay part of the community?' You try to surround yourself with people who are excited about what they are doing whether it's cocktails, coffee, breads, whatever it may be. It's bringing together different cultures." From hosting events, live music, and pop-up markets to offering wine tastings and dance competitions, Brandenburg is dedicated to making The Square a hub of cultural exchange and shared experiences.

Reflecting on the Culinary Journey

Brandenburg's path to becoming a "godfather of D.C. food halls" was not a straight line. His early exposure to the Ferry Plaza Marketplace in San Francisco and his subsequent involvement in curating Union Market and La Cosecha paved the way for his vision of The Square. As he reflects on his career, Brandenburg shares, "I was going to school for economics. I realized I was paying for school by cooking and I got to eat lamb chops every day. And I looked at my dad who was a CFO for a company and he wasn't eating lamb chops every day. He went home every day and he didn't look very happy in what he did. And I thought that's not going to be me. I'm gonna enjoy what I do every day."

Redefining the Dining Experience

For Brandenburg, food halls like The Square represent more than just a collection of eateries; they are platforms for creating immersive experiences. He emphasizes, "It's just not the same experience getting something delivered. We sell experience, we don't sell just food. Hopefully we can get people to come back, and try things and start living their lives out of their houses a little bit more. We are bringing in culture, we have brought in dancing, live music, retail pop up markets, we even did a break dancing competition and we are starting to do wine tastings. We are trying to get involved in as many things as possible. We want to be part of people's lives and not just their suppliers."As The Square continues to evolve and adapt to the ever-changing landscape, Brandenburg's unwavering commitment to curating a vibrant, community-driven culinary destination remains the driving force behind this innovative project. With a focus on fostering unique experiences, embracing diverse cultures, and continuously expanding the offerings, The Square is poised to redefine the dining landscape in the nation's capital.