‘Something for everyone’: Aaron Yarmuth & Company’s Rye is the latest restaurant concept headed for NuLu

Is there room for yet another restaurant in NuLu?

Some investors are betting there is providing that the concept and quality are compelling.

“My uncle, Bob Yarmuth (CEO of the Sonny’s Real Pit Barbecue chain), said, ‘Always go for an A location,’ ” said Aaron Yarmuth, one of the people involved in the new Rye restaurant venture. “And right now, East Market is that A location in Louisville.”

Rye will go into vacant space at 900 East Market, on the corner of South Campbell Street, that once was a Hausman Jeep Eagle dealership.

(Editor’s note: Cask 55, an ambitious wine-centric project, was announced in 2010 for the site, but never materialized.)

The burgeoning Market Street arts and retail district just east of downtown is that A location because traffic pours past in the afternoons, carrying workers east from downtown jobs, Yarmuth said.

“We did some research that suggests 30,000 cars drive by that location every day,” said Yarmuth.

The plan is for a soft opening for Rye in October and a grand opening in November.

The primary mover behind Rye is Michael Trager-Kusman, grandson of Bernard Trager, chairman of Republic Bancorp.

Michael Trager-Kusman has imported some strong talent, such as general manager Erin McDonald from Chicago and Chef Tyler Morris from The Breslin in New York.

Rye will be about fine food in a casual atmosphere, with an emphasis on local ingredients.

“We envision having the younger, louder bar crowd and the quieter, older, more sophisticated diners,” Yarmuth said.  “Something for everyone.”

Yarmuth recently took friends from New York on a whirlwind dining weekend in Louisville, visiting Basa, 732 Social, Hillbilly Tea, Mayan Café, Proof on Main and Lynn’s Paradise Café.

“They were blown away,” he said, “but they also commented that the quality of food made sense to them because there’s so much great produce available here that you don’t get in New York City, for example.”

However, there will also be an oyster and raw bar at Rye because, noted Yarmuth, “with UPS, you can get fresh anything from anywhere several times a day.”

The name is a tribute to the emerging popularity of American rye whiskey in these parts. But it almost wasn’t thus.

“We spent days on the name and considered every possible option,” Yarmuth said. “At one point, we were on a tight deadline because we had to file papers for our liquor license, and Michael was leaning toward Four-Eyed Fish.”

Fortunately, saner minds prevailed.

The current NuLu lineup:

The Bodega at Felice, 829 E. Market. A market, deli and coffee bar all in one.

Decca (opening in the fall), 812 E. Market. Decca owners promise to bring a San Francisco esthetic to Louisville.

Harvest, 624 East Market. Locavore pioneer/ farmer Ivor Chadkowski’s showcase for high-quality, local foods.

Ghyslian on Market, 725 E. Market. Part of Ghyslain Maurais’ four-location network of French-style patisseries and retail/wholesales chocolate business.

Mayan Cafe, 813 E. Market. An authentic Mayan restaurant featuring Bruce Ucán recipes inspired by his native Yucatan.

Mozz, 445 E. Market. Grisanti alum Mathew Antonovich’s high-end Italian restaurant featuring farm-to-table recipes from Lazio-Rome-Naples, Tuscany-Florence, and Emilia-Romagna regions.

Garage Bar (under construction), 700 E. Market. Garage Bar will feature wood-fired pizza from Proof on Main Chef Michael Paley.

Please & Thank You, 800 E. Market.

732 Social at 732 E. Market in the Green Building. An innovative menu with lots of small-plate offerings.

Taco Punk, (opening this fall.)

Toast on Market, 736 E. Market. Known for hearty breakfasts and a C-level clientele on weekday mornings.

Wiltshire on Market, 636 E. Market. Caterer Susan Hirschberg said she’d never have a restaurant. Now she has a loyal following at Wiltshire on Market, which offers an ever-changing menu.