We spoke with you late last year about your journey as a chef and opening the now popular, The Simpson Restaurant & Bar in Brooklyn. At the time, you mentioned that there would be more locations to follow and now that has come to pass. You recently opened a new location in Atlantic City, NJ inside ACX1 studio Caesar Palace. I’m sure our readers would love to hear more about what led you to Atlantic City and what’s in store for them when they visit.
WhereItzAt: Why did you choose Atlantic City as the location for your new restaurant?
Chef Simpson: I chose Atlantic City as my second location after the location was presented to me by Caesar Palace ACX1 studio. I’ve been to Atlantic City multiple times and it’s always been vibrant and fun with a melting pot of people having a good time but I’ve never seen Caribbean restaurants of my caliber so I thought it would have been a good investment, plus the chance to be the first Jamaican restaurant to be in a casino in America is a win-win and a big deal.
How do you see your restaurant contributing to the local community in Atlantic City?
Chef Simpson: With my restaurant opening in Atlantic City, we will be providing employment for over 50 people from the surrounding area and offering great food, entertainment, a sports bar and a private room for catering purposes.
Are there any local ingredients or dishes that you plan to incorporate into your menu to connect with the community?
Chef Simpson: My goal is to utilize fresh produce from the local farmers in the area and also poultry and seafood. Atlantic City is known for having a large variety of seafood from the Jersey shore, so I will definitely create my menu around the Jersey shore while keeping with my traditional Jamaican flavor fusion twist.
What opportunities do you see in the Atlantic City market that you’re excited to tap into?
Chef Simpson: Atlantic City has a lot of great opportunities for business. Atlantic City is known for multiple entertainment venues, its beautiful boardwalk, live performances, Caesars Palace and all the hotels on the strip, so there are so many opportunities to bring investment to Atlantic City and be successful.
Can you describe the dining experience you aim to create for your customers?
Chef Simpson: The dining experience at the Simpson Restaurant & Bar Atlantic City will always set the bar high, similar to the flagship location in Brooklyn. Great vibes, unforgettable food and great service, as well as a wonderful cocktail and drink menu and live entertainment. My goal is to create a brand of restaurants that represent my culture being a Jamaican, but also set the bar so high for great service and food. By 2025 I will be opening two more locations in Miami and Atlanta, Georgia and also one in Montego Bay, Jamaica.
What measures are you taking to ensure the quality and consistency of your food and service?
Chef Simpson: Being in the restaurant business is not easy. Consistency is the most important thing straight across the board, having your staff feel like they are the owner when they come to work is a big plus. They will ensure that your brand represents what you want for your customer. Customer service comes first, along with great food and wonderful drinks and a memorable experience, but this comes from your staff and management team. The owner sets the tone and the pace and has to stay on top of it to make sure there is follow through.
Are there any specific cultural elements or traditions you’re incorporating into the design or menu of your restaurant?
Chef Simpson: When designing my restaurant and my menu I draw on my culture and my flavor of what I like, so when you come into the restaurant it is very trendy and new with a little bit of Jamaican flavor and represents the image that I am going for. You will have 60% of Jamaican dishes on the menu along with soul food, Caribbean American.
Are you planning any special events or promotions throughout the year to celebrate the opening of your new location?
Chef Simpson: Yes. My goal is to open two locations per year, so my next location is South Beach, Miami on Lincoln and Collins Avenue, which is scheduled to open mid-2025, followed by Atlanta, Georgia. I just had the pre-opening for Atlantic City. This was a big deal. The Consul General to Jamaica, Mrs. Alsion Roach Wilson, Baldwin Shields, creator of Johnny’s Cheesecake, Atlantic City’s Mayor Marty Small and my friends and family were all there to celebrate the ribbon cutting.
What personal experiences have most influenced your approach to running a restaurant?
Chef Simpson: My personal journey as a chef began humbly. After graduating from school, I started cooking out of necessity, going to the neighbor’s house to beg for food. This challenging period sparked my love for cooking and my passion for interacting with people. The support and encouragement from individuals with great personalities and attitudes have played a significant role in building my fan base. Their support has motivated and inspired me to keep pushing forward.
From a little boy in Clarendon, I have now become a successful restaurateur, employing over 120 staff members. I am proud to have opened the first Jamaican restaurant in a casino in America and am also preparing to open another one in Caesar’s Palace, Las Vegas. This is a big deal and a lot to manage, but with the strength of God, I will persevere.
How do you balance the demands of being a business owner with your personal life?
Chef Simpson: This is a big question that is difficult to answer because especially being a single owner in such a big establishment of a restaurant sometimes it’s very hard to have a personal life, but I do try to get away and attend to my 17-year-old daughter and spend time with her. When I can get away, I take a quick vacation or go to the games to hang out with friends or just spend down time at home. Hopefully with God sending me good people as part of my circle, to be there to help me, I will be able to step back a little bit from this empire of restaurants that I am building to be able to relax a bit hopefully soon.
What has been the most rewarding aspect of your journey as a restaurant owner so far?
Chef Simpson: The most rewarding moment for me is when I sit back and watch all my staff and managers doing their job and doing it right and I see customers having a great time. It feels like I have accomplished what I set out to do, until you have the next hiccup or problem then I ask myself what the hell did I get myself into (smile). In the restaurant business there is always something happening. No 2 days are ever the same, there’s always something that’s going to pull and push you all over, but you keep pushing on with the support and hard work of the people around you.
