Tuesday Jan 24 2012
Selland’s prepares for Monday grand opening in El Dorado Hills
By: Art Garcia, Telegraph Correspondent
A soft opening for invited guests is scheduled from 5 p.m. to 8 p.m. this Friday, Saturday and Sunday at Selland’s Market-Café at its downstairs corner location in the New Orleans Building in El Dorado Hills’ Town Center. Formal opening and regular operating hours are set for next Monday, Jan. 30, a date extended from a planned earlier launch last November. Construction delays pushed back the opening locally of the first move out of the popular restaurant’s east Sacramento base. Besides the Sacramento Selland’s, the family run business also owns that city’s Ella Dining Room and Bar and the Kitchen, both highly rated restaurants. For the soft opening, Selland’s will offer guests script money. “We’ll get people working there used to what they’re doing, figuring out how to make it work,” said Randall Selland, 56, executive chef of The Selland Group and its vice president and secretary. “Then on Monday we’ll start using real money.” “We’re going to go with the flow of what our customers want us to do,” Selland said. “We’re just going to play it by ear since it’s a whole new area for us.” He likens the El Dorado potential market to the one served for years in east Sacramento. “They’re both great communities, very family oriented,” he said. Local hours will be the same or similar to those in Sacramento “because we think the clientele will be pretty much the same thing.” If guests arrive just over regular closing time, the restaurant crew will “take care of you,” Selland said. “It’s not like at 8 or 9 p.m. they put up a ‘closed’ sign and you can’t get any food. It’s just the opposite. If we can accommodate people, that’s what we’re here for.” Frederick Knight, co-owner of the Ruff Haus Hot Dog Co. in Town Center, said he looks forward to the Selland’s opening because he believes it will bring more people to El Dorado Hills’ downtown “and that’s good for all the businesses there.” Knight has eaten at the Sacramento Selland’s and said he “enjoyed it very much. I hope they do well here.” Bob Bashore, creative director at Bashore Design in El Dorado Hills and a cook, said he’s glad to see Selland’s come to town and that he’s “anxious to try them out.” Casual and family style is the focus of the 11-year-old Sacramento store and that’s the objective for the 4,100-square-foot El Dorado Hills outlet. The local restaurant’s menu will be the same as what’s served at the Sacramento Selland’s. “We hired a great chef to run the place up here,” Selland said. The chef, Jordan Davis, 36, previously worked at a high-profile restaurant in Los Angeles, he said. Selland’s wife, Nancy Zimmer, co-owner and company president, creates the menus for all the Selland Group restaurants. Hours of the El Dorado Hills store are Monday through Wednesday, 10:30 a.m. to 8 p.m.; Thursday through Saturday, 10:30 a.m. to 9 p.m.; Sunday brunch 9:30 to 2 p.m., open 9:30 a.m. to 7 p.m.