The restaurant provides a new Pan-Asian culinary experience for the hotel
August 27, 2024
The vibrant culinary landscape of Arlington, Texas, added another color to its palette with the opening of Soy Cowboy, a Pan-Asian restaurant located inside the Loews Arlington hotel. The brainchild of seasoned restaurateur Ben Berg — founder and CEO of Berg Hospitality Group — Soy Cowboy offers a unique blend of flavors that sets it apart in the market.
The inception of Soy Cowboy began with a partnership that dates back years. Berg, who has been a significant player in the Texas dining scene since 2015, said Loews approached him due to a pre-existing relationship with Alex Tisch, president and CEO at Loews Hotels & Co.
“They wanted a Texas-based restaurant company, and we were able to put together a really good partnership and concept,” Berg said.
The idea was to create a restaurant that not only catered to the diverse tastes of Texas residents but also added a new dimension to the culinary offerings within the Loews property.
Berg observed that the market was saturated with American and Italian options, particularly in the context of the hotel, where the Loews restaurant focused heavily on these cuisines. The hotel’s other eateries include Farena, a three-meal Italian restaurant with two striking 900-degree wood stone pizza ovens; lobby outlet The Bar, offering a traditional hotel menu with an expansive cocktail list; The Veranda, an outdoor dining experience that offers late-night dining; Railbird, a market stocked with a variety of gourmet grab-and-go food options; and poolside venue Tomar El Sol, serving cold beverages and an array of savory Mexican snacks.
Recognizing a gap in the market, Berg developed the Soy Cowboy concept around shareable dishes — perfect for large groups and convention-goers, which are frequent in Arlington.
“Sushi and dim sum have quickly become the stars of our menu,” Berg said, that the chicken satay and beef skewers are also popular dishes.
Soy Cowboy aims to break the stigma often associated with hotel restaurants, said Berg. The team has gone to great lengths to ensure that the restaurant stands on its own, with a separate entrance and a dining experience that strives to rival standalone fine-dining establishments.
The goal, Berg said, is to provide a seamless blend of luxury and comfort, whether diners are hotel guests or local residents. Since Farena tackles the three-meal role for guests, Soy Cowboy is able to truly avoid the “hotel restaurant” vibe.
The restaurant adapts its service model depending on the flow of guests, which varies between convention crowds and Dallas Cowboys gameday visitors.
“We aim to offer full fine dining service, even during peak times like football season,” Berg explained. “Our focus is on speed without compromising quality, ensuring that every guest leaves satisfied.”
Embracing challenges and celebrating success
Launching during the sweltering Texas summer presented its own set of difficulties, but it also provided an opportunity for the team to fine-tune their operations before the busy fall season.
“We’ve had a chance to learn about our guests and refine our service, which has been invaluable as we prepare for the months ahead,” Berg said.
Despite the challenges, Soy Cowboy has already made a significant impact on the Arlington market. The restaurant received high service ratings from guests on OpenTable, which Berg attributes to the dedication and hard work of the entire team.
“There’s a lot of flexing up and down,” Berg explained. “So, when there’s convection groups in the hotel, we know their schedules when it’s game day. We provide full fine dining-style service. Obviously, as football season hits, we will have to limit the menu, just because you have to incorporate that speed component when people have somewhere else to go, and everybody wants to eat at the same time.”
Looking Ahead
As Soy Cowboy continues to settle into its new home, Berg said the team remains focused on maintaining high standards and delivering an exceptional dining experience, particularly as they gear up for the busy football season (after getting their feet wet during baseball season) and the influx of convention visitors.
“We’re excited about the future and proud of what we’ve accomplished so far,” Berg said. “Our goal is to keep improving, keep surprising our guests, and continue to make a mark in the Arlington dining scene.”
Tad Wilkes, former editor of Hotel F&B and Nightclub & Bar magazines, is a writer covering the food service industry.
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