(Credit: Photo provided by the establishment)
The Morons isn’t exactly the kind of name people forget. That’s precisely the gamble Bashar Krikor and his daughter Ruby took when they opened their new restaurant to the public on Aug. 7. “When the name came up, we looked at each other and said, that’s the one,” Ruby says.
Located on the main street of Naccashe, in Antelias, The Morons aims to bring together food, bar and music into one concept. The name is also a wink to those who thought the project was crazy. Originally from Iraq, Bashar and Ruby say they often heard friends and relatives ask why they would want to invest in Lebanon, especially in the restaurant business, one of the country’s riskiest sectors.
Behind this self-deprecation is a significant investment: around $550,000, according to Bashar. The owners, based on their feasibility study, are banking on a two-year return on investment.
The choice to open in early August was not random. “It might even be better to start in low season than in high season,” Krikor says. It’s a way to build up gradually, while the restaurant’s business model remains subject to seasonal fluctuations and Lebanon's economic situation.
Covering about 170 square meters, indoors and outdoors, The Morons can seat up to 90 people. The setup offers several layouts: high and low tables, lounge seating, tables for two, banquettes, and a large communal table near the bar. The terrace, according to the owners, is one of the few of its kind in the area.
Cuisine, cocktails and music
The concept rests on three pillars: food, the bar and music. The menu features around 30 items inspired by international cuisines and mainly designed for sharing: raw preparations, hot and cold bites, salads, main courses and desserts.
The kitchen opens widely onto the main room. A “chef’s table” allows customers sitting nearby to observe how dishes are prepared, especially with a mirror placed above the work area.
Drinks-wise: seven signature cocktails, along with classics and mocktails. Music is given equal weight. A playlist was developed with the help of a specialized consultant, and DJ nights are scheduled for Fridays and Saturdays.
The idea, Ruby explains, is simple: “We take the food, the service, the bar, the mixology and the music very seriously. But we’re here to have fun and enjoy ourselves.”
About 20 employees
The restaurant employs about 20 people. The average bill currently ranges between $55 and $60 per person, including alcoholic drinks. The Morons is open seven days a week starting at 5 p.m., closing at 1 or 2 a.m. depending on the day and the season.
Beyond the menu and the décor, The Morons is also the gamble of an Iraqi-Lebanese family choosing to invest in Lebanon, in a sector where there is little margin for error. With capacity for 90 people and a two-year goal for a return on investment, the project behind the intentionally provocative name is taken very seriously.
