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EmpireWatch: Joie de Vivre Turns Focus to Restaurants

Yesterday's Chronicle had a 1500-word puff piece on Chip Conley and his (still) booming Joie de Vivre empire, which has managed to thrive during bad economic times and is now looking to expand its restaurant side. Conley says that the next two years will see JdV restaurant revenue expand from $15 million to $70 million, and also dishes on three of his dozen current restaurant projects, including Joey Altman's Oakland endeavor and Midi (above), the French resto going into the old Perry's space on Sutter that was inspired by an unlikely, uh, actress: "Midi will be a California brasserie that is 'Bridget Bardot inspired.' That is intended to mean 'lively, colorful, modern,' while the name is a play on mid-day snack and mid-district between the Financial District and Union Square." As mentioned earlier, former Ponzu chef Michelle Mah will be in the kitchen. Given that the space has been completely gutted, Midi is a ways off, with a tentative ETA of fall.
· Joie de Vivre Finds Room to Grow [Chron]
· Breaking: Perry's Downtown Moving to Steuart Street [~ESF~]

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