HIGH profile and successful aren't enough to satisfy restaurateurs Steven and Autumn Adams, especially in a maturing dining market such as the Gold Coast.
So the couple, along with venue partner JP Duitsch, spent $1 million on a refurbishment that many said was not needed, and they relaunched Moo Moo The Wine Bar + Grill last weekend after a six-week break for the work to proceed.
Steven Adams says innovation is the prime reason for the revamp of the popular Broadbeach restaurant.
"The venue has been extremely busy over the past 10 years and it has achieved so much," says Adams.
"We have seen an awful amount of foot traffic and, as much as we look after it and keep it clean, it is important to innovate."
The new look restaurant boasts a refurbished interior and bold new menu that Adams says will keep the business at the cutting edge of the dining scene on the Gold Coast.
"Architecture changes, style changes and everyone knows there are a lot more places to go around Broadbeach and the Gold Coast, so it is important more than ever to keep relevant and stay ahead of the pack," he says.
"It was time for a change, even though people were telling me that nothing needed to be done, which is amazing and testament to the strength of the business.
"However, we are not ones to rest on our laurels and we want to be at the forefront of the industry."
Moo Moo was founded on the Gold Coast in 2005 and has grown to be one of the city's favourite nosheries, hosting the likes of Dave Grohl and the Foo Fighters crew and actor Geoffrey Rush.
While it has received great reviews over the past decade, Adams admits it hasn't been an easy ride.
"There is always pressure to perform," he says.
"You want every customer who walks through your doors to have an amazing experience, because that is what helps to build a successful business.
"It is always disappointing when things go wrong, and things do go wrong, we are only human after all, but it is how you handle them and how you deal with them that separates a good business from the bad.
"It is 10 years later and we are so busy, so I think we are doing something right."
Adams says the Gold Coast is coming of age in terms of its dining and entertainment culture.
"A lot of people are always quick to jump down the Gold Coast's throat when it comes to the food culture, but we have seen a massive improvement in the food offering," he says.
"If you look at the size of the city, and put it in comparison with Sydney and Melbourne, I don't think we are any worse or any better - we are basically one in the same now."
The new venue is the work of architectural designers Studioplus and Clubbar Concepts, which have delivered a complete revamp of the kitchen. The restaurant's dominant feature is the zinc-topped bar which is overlooked by impressive pendant lighting.
The venue boasts a new floor-to-ceiling, custom-made dry ageing cabinet and the menu has received an overhaul which Adams says has been designed to showcase local produce.
"It is important that we continue to support local producers, while remaining conscious of quality seasonal produce and reducing our food miles," says Adams. "The menu has been designed with a paddock-to-plate style of thinking."
Adams is quick to note that while the restaurant has launched a brand new menu, it has an innovative take on the restaurant's iconic dishes.
"While we're always moving forward, we knew it was important to acknowledge our most popular dishes that customers have enjoyed over the last 10 years, so a selection of our new menu items are interpretations of those well-known dishes," he says.
"We've also introduced a new beef entrée which is cooked at your table by our wait staff on a hot rock, but it's not your typical hot rock."
Adams says the dish is indicative of Moo Moo's dedication to giving customers a memorable dining experience.
"With the entire menu, and the renowned Moo Moo experience, we always believe in delivering extra quality, unsurpassed service and a bit of extra theatre," he says.
Main picture L-R: Autumn Adams, Steven Adams, Lauren Mitchell and JP Duitsch
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