At the New Deal Café’s board meeting on Monday, August 26, their special guest, incoming vendor Kenny Hilliard, who also goes by “The Kale King,” spoke about some of his plans for the Café. Fresh lump crab meat, steak, chicken, lamb chops and tuna (the latter currently in his D.C. location only).
Hilliard, who is also a musician, is excited to combine his passion for both food and music at the New Deal. “The New Deal is about to be a big deal,” said Hilliard. “With the plans that I have, with the ideas that I already have in my mind, with the team that I already have that’s coming to work with me and with those [current staff who are probably going to stay] … and the board behind me. This is about to be a big deal.”
Hilliard has a lot of musician friends, he says, and one of his ideas is a future Jazz Sunday brunch. He spoke of Blues Alley, a jazz supper club that draws renowned artists, as an inspiration for a small space with big musicians and crowded tables.
As for food, Hilliard spoke of quality and having a mixture of some “high plates” and “low plates” and creating “an experience.” He’d like to bring things to the menu that people haven’t tried before, like avocado French fries. He’s open to feedback and even recipes, he said. He plans to offer more than lunch and dinner, to continue smoothies, to have breakfast sandwiches and platters, a lunch menu, dinner menu and a late night menu.
Asked the typical cost of a meal, Hilliard suggested $12 to $15 but he also pointed to his 32-ounce bowl of lamb, crab and shrimp salad that costs $30. He plans to offer burgers and chicken sandwiches among other dishes and says the vegan options will be “absolutely amazing.”
Hilliard says there will be painting, wallpaper and new furniture to add to the cozy, warm atmosphere. Asked who will pay for new furniture and decor, Hilliard said he will.
One change will be table service, which Hilliard believes will make dining at the New Deal more of an experience. Hilliard was asked how he plans to balance table service and the community living room vibe that the community may not want to lose. He responded that he believes the menu they’ll create and the food will be so good that they may have to sell tickets for shows. He imagined popularity such that even on a night without a band, patrons will wait 20-30 minutes for a table at 8 or 9 p.m. He also mentioned that patrons who come to hear bands and not buy food mean the Café is missing out on money, and suggested it may be necessary to sell tickets for bands. He was asked to consider if they’ll be able to accommodate folks who just want to listen to music and stand rather than eat. He replied that if it gets to a point where they have to charge to make money then he’s open to that. Hilliard said he would also like to be able to pay musicians (currently they receive tips).
The New Deal will be Hilliard’s third restaurant but when he was asked about his divided attention, he assured the board and guests that though he’ll be maintaining his other locations he has staff and a general manager for them, so he will be able to be present at the New Deal. He’ll be bringing two chefs and a manager with him and plans to talk with current employees who may wish to stay. Hilliard also said he won’t be using the kitchen to do catering unless it’s catering for the New Deal location.
“I’m very energetic and fun,” said Hilliard, who used to put on costumed children’s parties. He said he learned to play the keyboard by ear and played for the choir when he was at Largo High School. Hilliard’s father was a pastor of a church, where Hilliard, who also plays the organ, used to play. For six months he toured with Montel Jordan and went on to work with other artists. Later, Hilliard began a career in education and became the behavior intervention director for D.C. public schools. He got into kale as part of a weight loss initiative. After one of the principals he worked with asked him to create kale for the staff during a special event, she told him he needed to do it fulltime. That was in October 2014 and he gave his two weeks’ notice and began creating flavored kale from his condo. Ten years later Hilliard is ready to open his third location with the New Deal Café. A soft opening is planned on or about November 1.