While customers might want to “Play it Again,” they won’t be able to at E3 Chophouse, the steakhouse owned by Luke Bryan (the author of that hit song), Jason Aldean, and former Major League Baseball player Adam LaRoche.

The restaurant, which has “paused” operations, according to a pop-up message on its website, opened with a noble mission.

“A great steakhouse is an American tradition, but we’re so much more. Dining with us and enjoying our top-shelf steaks means you are taking part in the E3 Ranch Foundation’s mission, which is to serve combat veterans, fight against human trafficking, and provide support during humanitarian crises globally,” the company shared.

Now, that mission has likely ended, at least in its current form.

E3 Chophouse closed with no warning

E3 Chophouse has been closed since right after Valentine’s Day weekend. At the time, it did not explain why it had closed its doors.

The restaurant has now shared a simple message on its home page.

“We’re temporarily pausing operations as we evaluate what Nashville needs next. Our team is assessing market opportunities and exploring potential rebrand and re-concept strategies for the future of this location.”

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Staff were not made aware of the shutdown beforehand.

“The closure was apparently a surprise for employees at the restaurant, which just last week was promoting their Valentine’s Day menu. But according to a post from a now-former employee in a Nashville hospitality employee Facebook group, the staff had no warning that the restaurant was closing,” WhiskeyRiff.com reported.

A celebrity name can bring attention, but can’t guarantee customers come back.

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Why celebrity restaurants fail

While famous people have backed a lot of restaurants, celebrity alone can’t guarantee success.

“Celebrity status offers a massive marketing head start, but in the brutal landscape, fame is often a recipe for financial disaster. Many stars find that “star power” cannot fix a broken business model, according to Parade.

Often, these restaurants fail because of the notoriously thin margins associated with the business. (Full-service restaurants average a 3-5% profit margin, according to Restaurant365).

“Investors often over-leverage these projects, betting on expansion before the flagship is stable. When novelty wears off, and the math doesn’t add up, even the biggest icons are served a reality check,” the site added.

In many cases, the risk may not be worth the reward.

“These ventures are often passion projects rather than primary revenue sources. If a restaurant isn’t performing well, it may not be worth the continued investment, especially when compared to the other revenue streams,” Paul Lochhead, managing director of Drinkstuff, told the UK Sun.

Failed celebrity restaurants

Like many celebrity-backed concepts before it, E3 Chophouse experienced a high-profile launch but struggled to sustain operations, a pattern observed in ventures by Justin Timberlake, Britney Spears, and Steven Spielberg (among many others).

As a seasoned observer of the restaurant space, celebrities usually do little more than show up at the opening and lend their name, which does little to ensure long-term success.

  • Justin Timberlake, Chi (West Hollywood): Opened in 2003 as an Asian-fusion restaurant and lounge. Closed roughly two years later after failing to gain traction, according to Yahoo.
    Justin Timberlake, Destino (New York City): High-end Italian restaurant that closed in 2013. Court filings later revealed repeated sewage flooding issues that contributed to the shutdown, reported Eater NY.
  • Justin Timberlake, Southern Hospitality (New York City): Memphis-style barbecue concept. Timberlake exited the business in 2009, and the original location closed a few years later, with later outposts also shutting down, according to Yahoo.
  • Britney Spears, Nyla (New York City): Cajun-Italian restaurant launched in 2002 that closed within months due to budget overruns and management problems, according to Mashed.
  • Steven Spielberg, Dive! (Los Angeles and Las Vegas): Submarine-themed restaurant that opened in the 1990s; the flagship closed in 1999, with later locations also failing, Yahoo reported.
  • Flavor Flav, Flav’s Fried Chicken (Iowa): Fried chicken restaurant that closed after just a few months following disputes with partners and unpaid rent issues, according to Yahoo.
  • Jessica Biel, Au Fudge (Los Angeles): Family-friendly restaurant opened in 2016 that closed in 2018 after struggling financially, despite heavy media attention, Delish reported.

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