A new “neighborhood gathering place” from Jon Alexis’ Imperial Fizz Hospitality will bring a Marfa vibe to a uniquely East Dallas location in the early winter.

The new concept—Birdie’s Eastside—is taking shape at the site of a former Luby’s cafeteria on Mockingbird Lane between Skillman and Abrams. Birdie’s will join Imperial Fizz’s other popular concepts TJ’s Seafood, Malibu Poke, Escondido Tex Mex, and Ramble Room. We told you about Imperial Fizz last year.

“We find a great neighborhood location and then go into the ‘concept lab’—what does that neighborhood need?” Alexis said of his ever-changing concepts. “East Dallas is casual, fun and outdoorsy—doesn’t it deserve a really groovy indoor/outdoor spot? Our projects are for the guests. They come from a sincere place of service and desire to enrich people’s lives.”

How does Alexis sum up his new concept? “Birdie’s is just like East Dallas,” he said in a statement. “Casually Texan, a little boho, super comfy, and easygoing.”

Aiming to be in East Dallas for the long haul

Aerial rendering of Birdie’s Eastside. [Image: Imperial Fizz Hospitality

Alexis said he bought the 2.2-acre former Luby’s space “with the intent of building something that will serve East Dallas families for many years.”

Birdie’s Eastside—designed by Hatsumi Kuzuu of kuzuu design—will bring cozy Marfa vibes to East Dallas, featuring distressed wood, custom beamed cathedral ceilings, pew-style benches, and western art with a slight “cosmic country” bent.

Marfa is a trendy West Texas town known for attracting artists and tourists to its Old West, ranching-centered location.

‘Nothing like this exists in Dallas,’ Alexis says

At Birdie’s Eastside, custom Mexican tile and breeze block was sourced locally from East Dallas-owned Riad Tile.

The patio features cedar fencing, West Texas-inspired landscaping and lots of trees. Adirondack chairs surround the fire pit. The entrances and exterior walls have living plants and electric lights growing out of the bricks. “Nothing like this exists in Dallas,” says Alexis.

Custom designed ‘resort-style’ outdoor patio prioritizes shade

Birdie’s Eastside will continue Imperial Fizz’s growth trajectory through a large-scale bar & grill uniquely designed for East Dallas, Alexis said.

Birdie’s will take advantage of the former Luby’s size, offering an indoor capacity of more than 250 diners and a 7,000-square-foot patio.

Huge patio with tons of shade offers a ‘no-wait’ option

Think that patio sounds big? It is.

A standard NBA basketball court measures 94 feet in length and 50 feet in width, making it approximately 4,700 square feet. So, a 7,000 square foot patio is notably larger than a basketball court.

“Our East Dallas friends tell us they’re tired of restaurant lines for dinner. We hope to give the neighborhood a ‘no-wait’ option,” Alexis said.

He said that Birdie’s Eastside centers around a cathedral-pitched dining room and an adjoining indoor/outdoor “resort-style” bar.

In a region known for its sunny days, Birdie’s has made shade a priority.

“We custom-designed a roof to extend around the mature trees, creating a massive, covered patio… You can be outside in the AC watching a dozen TVs without baking in the sun.” Alexis said.

The adjoining tree-filled open patio offers shade structures, landscaping, stone-paved walkways, a fire pit, rotating patio games, and “strong Wi-Fi” for outdoor productivity, he added.

‘Room for everyone to co-exist’

In addition to general public indoor and outdoor spaces, Birdie’s will have both a turfed area for kids to play and an “adults only” lounge featuring a larger selection of local craft beers and rare whiskeys.

“Whether you’re closing a deal, watching the game or letting the kids play — Birdie’s has not only a place for you, but the room for everyone to co-exist,” Alexis said.

A private room will seat 40, something Alexis said is perfect for events and large groups.

“It even has its own private decked patio—great for a last-minute kids’ soccer team or a 200-person cocktail party,” Alexis said.

As to the food, the menu will feature “casual but scratch-made” bar & grill options that emphasize both family favorites and healthy options.

Culinary Director Stan Rodrigues will offer a menu of shareable appetizers including wings, edamame hummus, and fresh-baked flatbreads, in addition to salads, sandwiches, burgers, wraps, pastas, and “knife & fork entrees”.

For the thirsty, the drink program offers beer, wine, and cocktails, and will include a menu of frozen drinks.

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