Get ready South Florida, the burger invasion has begun. The Beauty and The Beeeef — a restaurant with the motto “good food brings people closer and makes you feel better, one burger at a time” — will officially open to the public on Thursday, May 10 at the Mall at Wellington Green.
“We’re just three guys from Montreal who are sick of the cold,” owner and restaurateur Sam Salah said. “We’re ready to enjoy South Florida and share our passion for comfort food, cocktails and culture. Palm Beach County has terrific energy, and we know The Beauty and The Beeeef will be a nice complement to an already awesome area.”
Salah credits the choice of South Florida to fond memories spent building sand castles on the beach during winter family vacations. Stunning visuals and alluring captions of Discover the Palm Beaches’ Instagram account convinced them that Palm Beach County was where they would make their fantasy of living the American dream into a reality.
Since childhood, Sam and Mario Habre grew up ensconced in their family’s restaurants. Today, the two friends are each second-generation restaurateurs who credit their culinary philosophy to their fathers.
“Our fathers were chefs and co-owned restaurants together,” Salah recalled. “We would debate whose dad was the better cook!”
Recently, the two men were introduced to Mark Miessels, the new restaurant’s third partner.
“Everything we do for our guests is over the top, from reinventing classic cheeseburgers and crafting cool cocktails, to spelling ‘beef’ with four vowels,” Salah said. “If a guest can correctly guess what each ‘e’ stands for, then their meal is on the house. That’s just how we roll.”
Open daily for lunch and dinner, The Beauty and The Beeeef has a guest capacity of 300, including al fresco dining. The spacious floor plan has an industrial vibe with a mix of warm fabrics coupled with funky street art murals with a rock ’n’ roll flavor. A curated collection of novelties add a splash of whimsical charm.
The Beauty and The Beeeef’s menu includes a selection of globally inspired flavors, including salads, grilled burgers and gourmet sandwiches, and more than 20 varieties of poutine, which is arguably the largest selection south of Montreal. Happy hour is Monday through Friday, 4 to 7 p.m., and features beer, sangria and handcrafted cocktail specials.
The Beauty and The Beeeef is located in the Mall at Wellington Green at 10300 W. Forest Hill Blvd., Suite 239. Restaurant hours are Sunday through Tuesday, 11:30 a.m. to 11 p.m.; Wednesday and Thursday, 11:30 a.m. to midnight; and Friday and Saturday, 11:30 a.m. to 1 a.m. Bar hours are Monday through Sunday, 11:30 a.m. to close. The restaurant is located on the upper level near Macy’s and the Paragon Wellington Theater.
For more information, visit www.thebeautyandthebeeeef.com or call (561) 612-4511.
