No Big Surprise: Diego Closes After Less Than A Year On Smith Street

It probably won't come as a surprise to many in the neighborhood, but Diego, the Mexican restaurant at 305 Smith Street at the corner of Union Street, has already called it quits.  The eatery never really took off and seemed empty on most nights.
Before Diego opened, its owner, James Geritano, who also owns Bagels By The Park, created some controversy when he claimed that Dos Caminos's Executive chef Ivy Stark was involved in designing the restaurant's menu, a claim that was later denied by Stark's PR people.
With or without the involvement of a top chef, one has to wonder why all three restaurants that have opened in that space in the last few years (Sonny's, Union Smith Cafe and now Diego's) have failed, despite such a great corner location.
Perhaps, this Yelp review from October '11 gives a bit of an insight for why Diego won't be missed by many:
A few friends and I ended up here on a Sunday when trying to find a brunch place that would seat us right away. Awful awful service and mediocre overpriced food.  The waiter was extremely rude after my friend made a complaint about our food taking over an hour to arrive even though it wasn't at all crowded.  Then, when the bill came, turns out we were overcharged for a couple of plates. He basically said too bad, that's the price on their system, even though the menu had different prices.  He ended up telling us to "just pay the bill and leave." Who does that??

What about it?  Do you think Diego will leave a big hole on Smith Street?  What kind of eatery would do well at that corner? Read more

It Barely Opened, But Carroll Gardeners Already Have Love/Hate Relationship With *Diego* On Smith

Diego, the new Mexican restaurant that opened in the space occupied until recently by the Union Smith Café at 305 Smith Street, just opened this week. However, long before its doors opened, the eatery generated a bit of controversy when owner James Geritano who also owns Bagels By The Park, told Carroll Gardens Patch that the Executive Chef of Dos Caminos, currently one of New York City's hottest Mexican restaurants, was involved in the new venture.

Eater.com doubted that Stark had such an involvement in the new place, and wrote that her association "has been exaggerated" and that she merely suggested a chef for Diego.

When the actual menu was revealed, many were disappointed and commented on the prices.

($5 for a side of refried beans does seem a bit steep for Smith Street.)

So how is the neighborhood reacting to Diego? Reader Sandra tried it out. She writes:

Diego is now open. We ate there last night and the food was delicious. The guacomole is prepared right at your table and the waiter asks you how much of each ingredient to put in. Very unique and fun. The choc cake was out of this world with the center nice and runny. Diego is def a must to try and go back again and again.

However, this anonymous commenter didn't quite buy Sandra's glowing review.

I think "Sandra" is a shill.

I saw the non Mexican owners quibbling over the old Cafe sign while piles of fake mexican stuff was being delivered. How can they OPEN with piles and piles of trash piled on the side? Two busted tree pots in front and a covered barbeque? FYI AGAINST THE LAW to burn/ grill use fire in front yards. If they try and use it I will report them. I loive a fw houses away from this dirty filthy place. I smell the greasy smelly trash in Summer and have to walk by strangers eating on a dirty corner with trash cans piled high. I will never go here.

Where do you stand? Have you tried Diego yet? How was it?

Related reading:

'Stark' Worthy? Check Out Menu Of Soon-To-Open Smith Street Eatery *Diego*

Before Smith Street Was Restaurant Row: Part 2

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'Stark' Worthy? Check Out Menu Of Soon-To-Open Smith Street Eatery *Diego*

Diego, the new Mexican restaurant that will replace the Union Smith Café at 305 Smith Street was supposedly going to open in time for New Year's, but obviously work on the new eatery has not yet been completed. It's name, however, has been painted on the building's brick wall and the menu has been posted in the window.

But is this the menu that was rumored to have been designed by star chef Ivy Stark?

Back in early December, restaurant owner James Geritano, who also owns Bagels By The Park, told Carroll Gardens Patch that the Executive Chef of Dos Caminos, currently one of New York City's hottest Mexican restaurants, was involved in the new venture.

Eater.com doubted that Stark had such an involvement in the new place, and wrote that her association "has been exaggerated" and that she merely suggested a chef for Diego.

Not sure the menu taped in the window of Diego is "Stark" worthy or not. I guess it doesn't much matter, as long as the food tastes good.

What say you, dear Reader?

Related Stories:

Before Smith Street Was Restaurant Row: Part 2

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Read more