When asked, Chef Antonio Bettencourt responded that the change is not due to an issue with the current brand, but rather a “touch up” of the logo and a recognition that most of the restaurant’s customers refer to it just as “62.”
“I wanted a new look, and I think [the new name and logo] speaks to the simplistic fresh approach we take to our food and the uniqueness of our wine list. That’s also why we added winebar to the name,” he said.
Bettencourt said that 62 has one of the most unique wine lists on the North Shore and possibly in all of Massachusetts. “Some bottles we have you simply can’t find at other places,” he said. “I’m also not sure people know that we serve by the quartino, and we want to put an emphasis on that as well.”
In discussions yesterday on Twitter and Facebook, the response to the change was positive. Diane Wolf, owner of Salem’s Lobster Shanty said, “I think it is a good idea…handmade pasta and wine; is there any better combination?” And reader Geoff Millar echoed the sentiment of others: “I don’t care what they call it as long as they don’t mess with the food.”
To celebrate the new 62, Chef Bettencourt has come up with a fresh three-month promotional dinner series with an international flair. The Passport Series features a $28 prix fixe dinner nightly Tuesdays, Wednesdays, and Thursdays from September through November. Each month will feature culinary inspiration from a different country, and each week concentrates on a different region in that country.
- Basque region
- Ile-de-France (Paris)
For added incentive, 62 will be issuing “passports” to diners that can be stamped when they complete a meal. Guests who dine once a week for a month, eating from every region, will earn a free prix fixe dinner the next time they come in.
Guests that dine once a month for all three months will be entered to win a free vacation to Europe compliments of 62 and Lynnfield’s Colony Travel. The trip will include a three-night stay and a cooking class at Relais Riserva di Fizzano, Castellina in Chianti. The Riserva di Fizzano is an ancient medieval “bourg” owned by Rocca delle Macie, situated on a hilltop in the Chianti hills, surrounded by vineyards and olive groves.
So if you haven’t dined at 62 lately, it sounds like there are plenty of reasons to return: new identity, new dinner series, and, heck, you may even win a free vacation.
62 Restaurant & Winebar
62 Wharf Street, Salem