Behind the Bar: Neighborhood Classics

April 27, 2019 / by Trent Johnson

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Jake’s Tavern Bartender Jason Fellman

The name Jake’s Tavern sounds like a neighborhood spot that might be featured in a modern-day rendition of Cheers. Though you won’t find Ted Danson drinking a Pimm’s Cup at the bar, the casual establishment in Shaw has already found a niche since opening in late January. 

“The thing we kept hearing over and over again after we opened the doors was, ‘We’re so happy you’re here,’” bartender Jason Fellman says. “There was an appetite for a simple, honest place that was doing things at a high level of service with a low level of pretense. [We’re] just trying to do things well.”

Unlike other neighborhood taverns, Jake’s is extremely bright with white walls and blue trim. The bar is lit by a large window, and the outdoor patio recently opened for warm weather months. The bar’s simple decor is reflected on the menu, which features a plethora of beers from local to national favorites as well as classic cocktails. 

“We’re not going to have a ton of esoteric amaros on the list,” Fellman says. “We’re not going to be bending the curve with ingredients. When I go out to a cocktail bar and look at the ingredients list, I may not know some of them. As a consumer, that can be off-putting or intimidating and we’re trying to get away from that. We want you to feel comfortable with a nice, well-prepared Old Fashioned or a Tanqueray and tonic. We want to be as approachable as possible.” 

Before the bar established its aesthetic, they wanted to put feelers out to gauge consumer preferences. There was no preconceived notion other than wanting to give locals what they desired most. 

“[We have] a tremendous dexterity to engage,” he says. “One of our big objectives was to come here without being steeped in a concept, with the flexibility to be open to feedback from the community. There’s an effort here to simplify service and always be smiling and responsive. People love Manhattans and Old Fashioneds, and that’s where we want to be.” 

The current menu features those classics along with variations on the Orange Crush, Martinez and Pimm’s Cup. 

“I think it’s spirit-driven and season-driven. You’re going to see a lot more gin-focused stuff as we head into the summer. I’m not trying to show you something you’ve never seen before. What I’m trying to do is [make] what you like the best I can.” 

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PIMM’S CUP NO2 BOURBON
Pimm’s
Fresh-squeezed lemon juice
House-made mint syrup
Ginger beer

Jake’s Orange Crush
Vodka
Triple Sec
Fresh-squeezed orange juice
Sprite

Seth Design Group

Restaurant Branding