The Vig Uptown in Phoenix closes, will return in new form next year

PHOENIX – The Vig Uptown is no more, but the venue will return next year as a new wood-fired concept called The Genuine.

The restaurant on 16th Street north of Bethany Home Road in Phoenix, which opened in 2010, served its last meal as The Vig on Sunday.

Genuine Concepts is transforming the space into a company flagship location, aiming for a mid-February debut.

“It’s going to be a whole new feel to the restaurant,” chef Jeremy Pacheco told KTAR News 92.3 FM on Tuesday. “We’re really excited.”

The new kitchen’s centerpiece will be a Forno Bravo wood-fired oven that will play a role in nearly every dish.

Pacheco said The Genuine’s menu is a work in progress but will include pizza, pasta, steak, chicken and shrimp.

“We threw around doing pizza here, but we wanted it to be more than just pizza,” he said.

Plans include a core lunch and dinner menu and a weekend-only brunch menu, as well as daily specials.

The space will be redesigned to increase the natural light inside, expand the front patio and elevate the curb appeal.

The entrance is being moved, and the oven will be one of the first things patrons see when they come inside.

The building was originally a mid-century bank designed by noted Phoenix architect Ralph Haver. The bank vault became the restaurant’s back bar.

Pacheco said The Vig Uptown employees were given opportunities to work at other Genuine Concepts restaurants and some will come back when The Genuine opens.

In addition to four remaining The Vig locations, Genuine Concepts operates The Little Woody, The Womack, Ladera Taverna y Cocina, The McMillan and Campo Italian Bistro & Bar.

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