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Moorestown Mall Lands Another Restaurant

Firebirds Wood Fired Grill and Marc Vetri's Osteria, as well as the new Regal Cinemas theater, are expected to open during the summer of 2013.

PREIT has announced another new restaurant that will join Marc Vetri’s acclaimed Osteria during next summer’s Moorestown Mall renaissance.

The company, which owns the mall, announced Wednesday that Firebirds Wood Fired Grill, the second of four full-service restaurants planned for the mall, is slated for a summer 2013 opening.

Aside from its “upscale, casual interior,” the restaurant will also feature an exposed kitchen, an indoor stone fireplace, a wine wall and an expansive bar (dubbed a “Firebar”), according to a release from PREIT. Firebirds operates 23 other restaurants across the country, primarily in the Eastern United States. The Moorestown Mall franchise is the company’s first foray into South Jersey.

Firebirds' dinner menu features items such as lobster spinach queso, crab cakes, tenderloin kabobs, wood-grilled salmon, along with a number of steaks and other dishes. (To view the complete dinner menu, click on the attached PDF.)

A call to Firebirds central office was not immediately returned.

Firebirds is the second restaurant PREIT has landed following the passage of last fall’s liquor referendums. Vetri signed a lease with PREIT in September to open Osteria, which has garnered rave reviews since opening on Broad Street in Philadelphia five years ago. The mall location will be Vetri’s first outside the city.

Osteria is also slated to open this summer. Both restaurants will be situated inside the existing mall building.

PREIT spokeswoman Judy Trias said both Vetri and Firebirds are “eager and excited” to open.

“We’re excited that we’re making significant progress,” she said, adding that the summer 2013 timeline was mutually agreed upon by PREIT and the restaurants. “We’re not forcing them to push and accelerate their pace … The restaurants feel that timeline works for them.”

Trias said PREIT is far along in negotiations with a few different establishments to find the other two restaurants for the mall. She said it’s difficult to speculate on a timeline for when those announcements would be made, but that it wouldn’t come until next year.

The new Regal Cinemas theater is also expected to open in the summer. The United Artists theater has already been completely demolished and constructon of the new theater is expected to start soon. Trias said PREIT would like to open the theater and both restaurants all around the same time to make a big splash.

"The acquisition of our liquor licenses has paved the way for transforming Moorestown Mall and the signing of these key leases is evidence of the progress we are making,” said PREIT CEO Joseph Coradino. "Restaurants have become a key component in creating a differentiated shopping experience offering our customers more options and reasons to come back more often and stay on site longer. We’re very encouraged by the traffic and sales productivity resulting from the addition of other high-profile dining venues elsewhere in our portfolio.” 

In addition to the news about Firebirds, PREIT also announced the acquisition of Corner Bakery, which signed a lease to open a location alongside Pei Wei by the summer.

The mall has also recently added several new retailers, including Cotton On, The Walking Company, Body Central and Crazy 8, with more to come, said Trias. 

"Getting the restaurants, getting the theater open—it's all great for mall traffic," she said.

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Jones b December 19, 2012 at 06:52 PM
Ok. But we still haven't heard yet of a "big name" restaurant coming to the mall yet. Still awaiting to see if the mall will land a magnet or one that will draw people with name recognition. I guess we'll have to be more patient to see if the other two licenses come through that way.
Rob Scott (Editor) December 19, 2012 at 07:08 PM
Jones b, I would argue that Osteria and Vetri are that "big name." Vetri is nationally, and internationally really, renowned as a chef. And Osteria is a highly popular restaurant with critical and consumer acclaim. I don't know what the other restaurants may be, but in my opinion, that was definitely a coup for the mall.
Jones b December 19, 2012 at 07:21 PM
Maybe it's a good fit for you to believe that. But rumors always swirl and some think or thought a big name like "Ruth's Chris " or Morton's". Or T-Rex , rainforest, shulas, fultons, etc may come. But we'll be patient to see what the other two "licenses" bring us.
Sam Lepore December 19, 2012 at 07:24 PM
Osteria and Vetri is a huge name! Firebirds is nice as well. Looks at Redstone in the Marlton Promenade, that was a no name with only 4 locations nationally....now people love it there and it is popping up all over.
Tom December 19, 2012 at 07:27 PM
Does it really matter if the restaurant is a chain like Rainforest or chain like Ruth Chris if either has to support the $1 million cost of the license? And I wouldn't consider Rainforest a big name or even any good.
Sam Lepore December 19, 2012 at 08:04 PM
Corner Bakery is a REAL nice addition as well. That will fill the Old Pizzicato next to Pei Wei.
Sam Lepore December 19, 2012 at 08:32 PM
Agree. They have no idea what good food is....apparently.
ML December 19, 2012 at 08:32 PM
I can't believe that a James Beard-winning chef and a James Beard-nominated restaurant are being considered inferior to a "big name" like Rainforest Cafe in Moorestown. Really?
Jones b December 19, 2012 at 09:55 PM
Is there anything wrong with El Dente? That I hear is doing swell. And maybe that is another example of good dining. Hey I not knocking bad here, but there was so much hype last year of the eateries that could "draw people to the mall". Perhaps others out there who are not restaurant connoisseurs like us may question the same way? Maybe those who question like that could be "pleased" if the other two licenses go in that category? Would a top of line Irish restaurant work here?
Our Town December 19, 2012 at 10:15 PM
Al Dente is great. From take out to eat in, we've always had great service and great food no matter the size of the party, couple to full, extended family. It's silly that a restaurant such as that should do without a liquor license.
Denise M. K. December 19, 2012 at 10:30 PM
This all sounds great! Is anyone thinking about scaling up the shopping end? You also need the stores to attract people to the mall. It would be like putting nice restaurants in the Burlington Mall.Cherry Hill scaled up the shopping along with the dining.
Jones b December 19, 2012 at 10:32 PM
Our town.. If east ate is rumored to place an " Applebee's" style restaurant at friendly's then wouldn't "El Dente" get the other license? Would they pass that up? I don't see any pads where they could place one in any of the existing parking lots. Maybe behind pnc bank?
Denise M. K. December 19, 2012 at 10:33 PM
How about a big name anchor store? Bloomingdales? Neiman Marcus? Saks?
Jones b December 19, 2012 at 11:03 PM
Denise barring how these "establishments" Pan out, and the new movie center, perhaps those shopping decisions are tbd. The. "Draw to the mall" restaurants are the first steps
Dr. 08057 December 20, 2012 at 01:15 PM
Nice conceptual drawing but I hope they are planning on moving the bus stop that is currently there now. My wife doesn’t use this entrance now for this reason and I don’t think this will be favorable for nice upper end restaurants.
Gluten free cookies December 20, 2012 at 01:20 PM
Is the corner bakery going to have gluten free treats? Could a menu of choices be listed here on patch? Perhaps they could market that at this location?
ct December 21, 2012 at 09:16 PM
Whatsa matta don't like seeing poor people waiting for the bus? Oh noes poor people are skeery! I'm afeered!
Taryn Williams March 11, 2013 at 04:44 PM
I think thats great that they are upgrading the mall. Right now it is like a retirement home. I am excited for the new movie theater so I dont have to drive to Neshaminy everytime a good movie comes out. Is this theater going to have IMAX? I hope so. But the new restaurants are a big plus. They definitly need to upscale the shopping there. I would love love love love a Bloomingdales. There are none in the area and I think it would do great. It would bring in shoppers from Moorestown, Mt Laurel, Medford and take some of that business away from the CH Mall, which lets face it, its horrible going there. No one enjoys it.
Animal Lover November 20, 2013 at 09:00 AM
What's the new timeline on Firebird's and the theater? Clearly isn't summer 2013 any more (and Osteria just opened this week). Just curious if they will be open for the holidays :-)

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