The almost two-year-long wait for the opening of Diner 24 in the former Charlie’s Steakhouse location at 18 E. Coffee St., downtown Greenville, is over.
The 24-hour, seven-days-a-week diner quietly opened this week in preparation for the official grand opening July 17 at 6 a.m. when the first 30 customers will receive $10 gift cards.
Morgan Conroy, marketing director for the diner’s ownership company, Bottle Cap Group, says the few days prior to the official opening will be used to get the front of house staff and kitchen ready for the lunch and late-night rushes they anticipate.
“A lot of people are excited for a diner,” Conroy says. “It’s something different and being that it’s open 24 hours, it’s more opportunity to make money.”
The delay in opening was due to the Charlotte, N.C.-based group’s multiple projects in the Charlotte and Charleston areas. In Greenville, Bottle Cap Group also owns and operates Ink N Ivy, SIP, Brazwell’s, and Green Room, which is currently closed but the group plans to reopen it with a new concept.
The proposed retro-styled sign Diner 24 planned to mount on the exterior became a hot topic after the city’s Design Review Board Urban Panel nixed the design in May. A new sign following the DRB recommendations is currently being fabricated, Conroy says.
Diner 24 and all Bottle Cap Group restaurants, like many restaurants in town, are actively hiring for all positions. Conroy says not serving alcohol at the diner has allowed them to fill positions with high school students. Currently, the manager, Kim Underwood, has hired 50 employees, but the hours of operation will require more staff.
Initially named Butch’s Diner when the project was first introduced, Diner 24 has seating for 99, which is a smaller capacity than Bottle Cap Group’s other restaurants. Seating is divided between the two floors, with 49 on the first floor, which includes counter, booth, and four-top table seating, and 50 upstairs with similar options, minus the bar counter.
The décor is 1950’s-themed with chrome and teal tables, walls, vinyl seating, black and white checkered tile floors, the original wooden stairs, and original hammered tin ceiling on both levels. A juke box set-up to play retro and throwback tunes sits next to the semi-open kitchen on the first floor; non-gender specific restrooms, featuring black and white bistro tile, three separate stalls, and a common sink area are upstairs.
The menu, which includes breakfast, lunch, and dinner options, and hand-spun milkshakes and house-made pies, is available 24 hours a day. The diner serves local roasting company West End Coffee Roasters coffee and sells it by the bag. Daily dinner specials are available from 4-10 p.m.