Lower prices, more burgers, a new delivery service and parking validation. Those are among a series of recent changes made by RedRocks, the pizza-centric restaurant on Columbia Pike, to help boost business.
The restaurant, located in the Penrose Square shopping center at 2501 Columbia Pike, is “relaunching” after a year in business due to lower-than-expected sales, according to co-owner Doug Baj.
“It’s been a little bit challenging, the whole Columbia Pike corridor,” Baj said. “I’m probably not the only business owner to voice that.”
Before its February 2013 opening, RedRocks’ owners thought the Pike would be similar to Columbia Heights in D.C., their first location, which had been a smash hit thanks to strong neighborhood support. They have since come to a realization that the Pike is a significantly different market.
“We saw a lot of similarities,” Baj said, citing young families he’s talked to who have moved from Columbia Heights to the Pike. “What’s lagging a bit is a bit of the sense of community in the Penrose neighborhood so far. It’s getting there, but you still see a lot of people on weekends going up to Clarendon, going in to the city, instead of staying here. We’re trying to make it more enticing for people to stay home and not go to the District” or the R-B corridor.
Among the enticements being rolled out are a revamped menu, which subtracted small plates and added burgers and other pub fare “that we wouldn’t [serve] at our other location.” Two weeks ago RedRocks added a delivery service that serves a two-mile radius around the restaurant. And RedRocks will have an expanded outdoor seating area when the weather finally warms up.
Many of the changes, however, are value-oriented. There are nightly food specials; a happy hour with $3 beers and half-priced appetizers; a $13.99 all-you-can-eat weekend brunch with 99-cent mimosa and bloody mary refills; a kids-eat-free deal on Sundays; and, starting next week, a pizza, pasta and salad lunch buffet that will run Tuesday through Friday.
“People tend to like value on the Pike, that’s what we’re finding overall,” Baj said.
RedRocks has given up on trying to convince Arlington County to offer free parking after 6:00 p.m. in the Penrose Square garage — instead it is now offering free parking validation.
The relaunch started rolling out in February, and Baj said the results so far are promising. “It’s good, very good, the neighborhood is responding,” he said.
In a phone interview with ARLnow.com, Baj was reluctant to wade into the “hot-button” issue of the planned Columbia Pike streetcar, but he did point out that his fourth RedRocks location, along D.C.’s soon-to-open streetcar line on H Street NE, is doing well. The area is getting a new Whole Foods — the streetcar helped to bring that and other “positive development” to the corridor, he said.
“I’d love to see that kind of excitement on Columbia Pike,” said Baj. It could potentially help other restaurant owners on the Pike, who are also dealing with lackluster sales.
“It’s been a struggle for many of them,” he said. “There are definitely some growing pains with the neighborhood, but I don’t think anybody’s going to bail on it. They’re going to stick it out, especially with new housing coming in.”
Good Friday evening, Arlington. Let’s take a look back at today’s stories and a look forward to tomorrow’s event calendar. 🕗 News recap The following articles were published earlier today…
A former ABC News producer whose Columbia Pike apartment was raided by the FBI last year has been sentenced. James Gordon Meek, 53, pleaded guilty in July to transportation and…
Metrorail service was suspended on the Blue and Yellow lines today after a train derailed.
4 bedroom 3 bath 2 car garage 1/4 acre Jamestown Williamsburg Yorktown pyramid
At Generation Hope, we’re dedicated to supporting teen parents in college as they work toward earning their degrees. We are in need of caring child care volunteers for upcoming events on Saturday, October 21st (in Washington, DC), and Saturday, November 4th (in Arlington, VA). Join our growing volunteer community and support us at an event this fall!
At all of our events, we provide free onsite child care for the children of the teen parents we serve, creating a nurturing environment for the kiddos while their parents learn valuable life skills and build community.
If you enjoy working with children and are looking to make an immediate impact in your community, please visit https://www.generationhope.org/volunteer to learn more.
Join us for Arlington’s biggest civil rights & social justice event of the year. The banquet is back in person at the Arlington Campus of George Mason University.
Our keynote speaker this year is Symone Sanders from MSNBC and former Chief of Staff for Vice-President Kamala Harris.
The Master of Ceremonies is Joshua Cole, former state delegate, NAACP President, and local pastor.
Tickets/seating are limited. Purchase your ticket today! Sponsorship opportunities available.
Cody Chance and Dick Nathan of Long & Foster are hosting an online workshop on the topic of “down-sizing” Wednesday, October 4 from 5:30-7:00 p.m. Every great endeavor begins with a great plan. This workshop will give you the tools