C’mon baby, light my fire … It’s time to meet Ash, a new restaurant concept that will open inside our hotel this fall. The brainchild of JVR Group, the hospitality firm founded by renowned chefs Dan Jacobs and Dan Van Rite, will be firing up the Milwaukee restaurant scene with hearth-grilled foods and flavors.

“The thought behind Ash was to create a simple, seasonal, American menu — highlighted by the use of fire and smoke,” says Jacobs. “Hearth cooking allows for the full use of fire. From slow cooking in embers to smoking and finally charring over an open flame, hearth cooking creates an enhanced flavor in everything from meats to vegetables.”

JVR Group, the much-lauded team behind some of Milwaukee’s most unique dining destinations like DanDan, EsterEv and Fauntleroy, has been consulting with the hotel since April. The team already reimagined the property’s entire food and beverage program this spring by launching new breakfast, lunch and dinner menus — as well as a popular new plated brunch experience — in Branded and The Yard.

The name itself is an homage to the fiery hearth that is the heart and soul of the restaurant’s concept. Jacobs and Van Rite say the current menus give a few hints at some of the dishes you will find at Ash, such as the roasted cauliflower and venison tartare — and even the texture and depth of the rich seasonal salads.

Follow Ash on Instagram and Facebook at @ashmilwaukee.

Photo cred: Kevin Miyazaki for Plate