Every restaurant's organizational philosophy differs when it comes to finding talent. Some places value education. Some value experience.
And some, like Prime29, value dedication, passion and potential.
Take Stoli Liti. He's chief operating partner of West Bloomfield’s now-legendary Prime29 Steakhouse. Stoli started in the restaurant industry as a server assistant. He rose because, as he demonstrates repeatedly during our interview, he’s both highly passionate and highly knowledgeable about the restaurant industry.
Stoli begins with his perspective on the concept of value.
"Value is what you're getting for the amount of money that you're spending,” Stoli explains. “So value and price are two totally different things. And yes, we always try to give you the best price possible, but our guests appreciate value way more than price.”
Stoli breaks down the value equation: first, don't price-shop for staff and suppliers. "We're looking for like-minded individuals,” Stoli informs me. “Hard-working people who are passionate about what they do, who love this business and want to be in this business.”
Next on Stoli's list: giving a diner a special experience every time.
"There's value in consistency,” Stoli offers. “Every day is, ‘Have we made everybody's experience special?’ That's a continuous fight that we fight every day. If you butcher steak properly, cook it properly, season it properly, you're going to have better quality steak.”
Stoli moves to ambience.
"Prime29 is quiet luxury. When you go to Prime, it's usually a special occasion or a business event, a business meeting. So we wanted an atmosphere that, when you're entering, makes you feel special."
I wonder how often people just stare at their phones during dinner. Stoli says Prime29 is working hard to bring that number down with customer-focused innovations like tableside Chateaubriand and live entertainment on Fridays and Saturdays. ”Everywhere you turn,” Stoli describes, “there’s something going on."
Stoli tells me tableside service, the "big-time" trend right now, is tricky.
“It’s not easy," he says. "If you're making a tableside Caesar, you're also in the back peeling every little baby gem, one by one. You're grinding fresh Parmesan cheese. You're making your dressing blend with – well, I don't want to say all the secrets, but it’s a process. You’ve got to prep for it.”
When I ask Stoli what makes Prime29 different, he mentions their 29-day steak aging process – “it enhances the flavor” – but he says their biggest advantage is not being restrained in their creativity and flexibility.
“Consistency is there, of course, but there must also be creativity,” Stoli notes. “We run specials weekly. We change the menu at least three times a year. We'll make a seafood margarita if a customer calls two days before. That's something we’re proud of. So that's what I think is different: the soul. There's a lot of soul at Prime29."
That’s why Stoli doesn't see corporate-owned steakhouses as competition: “We don’t want to be better than them. We want to be better than ourselves.” Stoli says Prime29’s competition is their own remarkable 4.8-star rating on Open Table. "Five is perfection," Stoli notes. "That humbles us."
So the next time I take my wife out for a special night, what would Stoli recommend as Prime29’s signature dish? Stoli lists their crab cakes, seafood tower – “I think we have one of the best in the state,” Stoli adds – Wagyu tomahawk steak, Miso Chilean sea bass and warm butter cake with vanilla gelato. “Can’t get rid of them, can't take them off the menu, because everybody loves them. But we’re always evolving.”
That evolution applies to ambience; Stoli says a refresh is coming by February. “It’s going to be very similar, but diners will be surprised by some aspects that I think they’re really going to enjoy,” Stoli informs me.
Speaking of enjoyment, I ask Stoli what he enjoys most about his job.
“We'll do a couple's proposal party, right?” he replies. “Then they come back and, you know, there's a little baby with them in a stroller. Other times we’ve had graduation parties and next thing you know, we’re hosting their engagement dinner. And that's very memorable. Prime29 just becomes special for them. It's special to a lot of people.”
For reservations, or to join the annual Prime29 New Year’s Eve party featuring live entertainment and a DJ, visit prime29steakhouse.com or call (248) 737-7463.
Prime29 Steakhouse didn't just serve up fine dining. It launched a brand – Prime Concepts Detroit.
The hospitality industry is about more than just a pleasant environment and a great meal, according to Stoli Liti, chief operating partner of Prime29 Steakhouse. "We believe that authentic connections between staff and guests and memorable experiences that connect people to our businesses in meaningful ways are what keeps employees happy – and guests coming back for more."
In 2023, Stoli and the team at Prime Concepts Detroit unveiled Aurora Italiana in West Bloomfield, a vibrant eatery serving up authentic Italian cuisine and capturing the essence of Capri. The passion for culinary excellence led to a growing portfolio that now includes NARA Sushi & Hibachi Steakhouse in West Bloomfield; Wabeek Club in Bloomfield Hills; and PAO Detroit in, of course, Detroit.
Learn more at primeconceptsdetroit.com.
"Prime29 is quiet luxury. We wanted an atmosphere that, when you're entering, makes you feel special."