There's a new 'female-friendly' restaurant in Virginia - here's what it's like
Matchbox American Kitchen + Spirit
A Matchbox American Kitchen + Spirit location in Ashburn, Virginia that opened earlier this week is being touted as "female-friendly" by Matchbox Food Group CEO Ty Neal, reports Northern Virginia Magazine.
The aspects of "Matchbox 2.0" intended to appeal to women include more health-conscious options and specialty salads. The portions are also smaller.
According to Neal, the new location will have the best bar Matchbox Food Group has ever built. It also has an open kitchen, with a modern design the Northern Virginia Magazine says is "much like the trendy lofts millennials crave with exposed ductwork."
STK
Matchbox is far from the first restaurant attempting to attract female customers in a slightly hamfisted manner. A huge part of the business model of steakhouses STK and Eva Longoria's shuttered SHe has been marketing food traditionally associated with male customers to women. While it clearly didn't work out well with SHe, which labeled steaks He-Cuts, She-Cuts, and We-Cuts, STKs today has around a dozen locations around the world.
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