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    BBQ Comes to Montrose

    Montrose makeover continues: Acclaimed BBQ pitmaster plans new restaurant in former porn shop

    Eric Sandler
    May 11, 2015 | 10:20 am

    Montrose may be the heart of Houston's dining scene. People travel from across the Houston area to find everything from fine-dining restaurants like Mark's and Da Marco to casual neighborhood joints like Paulie's and Aladdin, with plenty of high-profile eateries, too. Big names like Common Bond, Underbelly, Uchi and Indika have all cemented the neighborhood's reputation.

    Yet, for all the accolades, the neighborhood lacks a dedicated barbecue restaurant. Rising star pitmaster Wesley Jurena operates the Pappa Charlies Barbeque trailer at Jackson's Watering Hole, but it's only open three afternoons a week. That just isn't good enough.

    Avila's restaurant won't just be a traditional barbecue joint. He says he's been inspired by travels to west Texas and his childhood in the Second Ward to offer a broader array of cuisine.

    Thankfully, that situation will change soon. John Avila, the native Houstonian pitmaster whose resume includes stints at Franklin Barbecue and Morgan's Barbecue in Brooklyn, has signed a lease for the building at 1201 Richmond that previously housed the Talk of the Town adult bookstore. Together with his wife Veronica, Avila plans to remodel the space to expose its original brick and to build a new kitchen and pit room onto the back of the structure. He's already begun the process of pulling permits for the project and hopes to be open as soon as September.

    It will not be the first time in Houston that an adult bookstore has been transformed into a popular restaurant. The original Carrabba's on Kirby Drive, Divino Italian Restaurant on West Alabama and L'Olivier Restaurant and Bar on lower Westheimer each opened in a space that formerly housed a porn shop.

    Avila says he's still deciding whether to continue with the El Burro & the Bull moniker he adopted for a series of well-regarded pop-ups and two appearances at the Houston Barbecue Festival or to dub the restaurant The Firebox. Either way, Avila's restaurant won't just be a traditional barbecue joint. The chef says he's been inspired by travels to west Texas and his childhood in the Second Ward to offer a broader array of cuisine.

    "I feel like there’s a lot of guys making fires in boxes these days," Avila tells CultureMap. "We want to make sure that we’re doing it with our heart in it and our story behind it."

    Flavors of Texas

    The restaurant will serve traditional, slow-smoked meat, but Avila envisions a restaurant that celebrates all of the flavors of Texas by blending Gulf Coast seafood, Tex-Mex and European influences that include German smokehouses and Czech kolaches.

    "We have to represent Texas regionally. There will be Cajun-influence. There will even be steaks that represent the ranches in Texas. We hope to do vegetables, because there’s vegetables in certain parts. Fredericksburg peaches, when those are in season, we’ll have peach cobbler coming out of our ass, Avila explains. "Texas is such a big state it’s like a country. When you go to Italy, you go to difference regions and get different food. It’s the same thing here, whether other people realize it or not."

    Even the proteins will evolve seasonally. For example, Avila expects to serve venison during deer season. Wild boar, duck and cabrito (roasted goat) will also make appearances.

    "You’ll see fajitas when we get beautiful pieces of meat and do it over mesquite," Avila explains. "We won’t have stuff that’s just a simple part of the menu that’s always going to be there. We hope to do those things really well and move on to something else."

    Houston opportunity

    Avila has worked all over the country and had been considering a consulting opportunity in London before deciding to open in Houston. Between his recent marriage and with his daughter at Lamar High School, he decided the time was right to stay home.

    "Out of all the opportunities, even in London, it doesn’t mean as much as doing it in Houston," Avila says. "Even when I was in New York and we were doing interviews with all those newspapers, all I could think was ‘it’s not the Chronicle.’ It’s great that it’s the New York Times, but it’s not the Chronicle . . . I appreciate it all for sure, but my heart is here."

    As for Jurena, he doesn't seem to be worried about the prospect of a little competition. He channeled the spirit of one of his professional mentors, Austin pitmaster John Mueller, in a Tweet posted Sunday night.

    @Sambrooks44 @BurroAndBull oh Samsbrook your a bit of a wanna be, found your man, eh? My trailer will be right next door. Bring it

    — Pappa Charlies BBQ (@pappacharlies)

    May 9, 2015

    Nothing like a little friendly rivalry, right?

    John and Veronica Avila will bring barbecue to a former adult bookstore in Montrose.

    John Avila Burro and Bull
    Photo by Eric Sandler
    John and Veronica Avila will bring barbecue to a former adult bookstore in Montrose.
    unspecified
    news/restaurants-bars

    Notes from a chef

    Globe-trotting Houston chef reviews Noma's $1,500 Los Angeles pop-up

    CultureMap Staff
    Oct 9, 2026 | 4:00 pm
    David Skinner Noma Los Angeles
    Courtesy of David Skinner
    Pink pepper Dungeness crab.

    [Editor’s note: When David Skinner, chef and owner of Kemah’s celebrated eculent and Ishtia restaurants, offered to share his experience eating at one of the world’s best restaurants, we said, of course. Read on for his experience at Copenhagen restaurant Noma’s pop-up in Los Angeles that took place this summer. Take it away, David.]

    The crab was alive a few minutes before I ate it.

    Just before service, the kitchen broke down a Dungeness crab and set it over open charcoal, the downtown Los Angeles skyline behind the smoke. It came to the table wreathed in dried pink pepper branches, with a butter sauce built on the same pepper. I've eaten crab all over the world — this was maybe the best crab ever.

    That was the first of 17 courses at Noma LA, and the best bite of the afternoon. Leading with your best shot is either confidence or a statement. By the end of lunch, I'd decided it was both.

    The residency had begun in turmoil. Founder René Redzepi stepped away from the residency the day it opened, following a news investigation into allegations of demeaning treatment of staff — conduct that had been discussed in industry circles for years. Protesters gathered at the gate that day. The kitchen, led by Pablo Soto, carried on through the residency's close on June 26.

    I went for lunch at the Paramour Estate, the 1920s Mediterranean mansion in Silver Lake that Noma called home for 16 weeks. For more than 30 years, I've traveled the world in search of culture, a little mystery, and always food, eating everywhere from strangers' kitchen tables to three-Michelin-star dining rooms.

    As the chef behind eculent and Ishtia in Kemah, I also eat with a cook's eye — which means I'll tell you what was brilliant and what was oversalted. Noma LA had a little of both, but after a half dozen meals at Noma over the past 10 years, I can say this one was a standout.

    The setup

    The logistics alone are remarkable. Noma relocated roughly 130 staff members and their families to Los Angeles and built a pantry sourced within 300 miles of the mansion. Lunch ran 17 courses over about four hours at $1,500 per person, including beverages and gratuity.

    Chef Soto greeted us at the entrance with the full kitchen staff, a Noma tradition. By the time I arrived, the protesters were long gone, and the brigade seemed to be cooking with a sense of relief.

    Rather than choose between the wine pairing and the nonalcoholic program, we asked our server, Mara, to mix the two course by course. She nailed it, moving from a sparkling rose-and-pink-pepper drink to a bright cherimoya lemonade to a 25-year-old Tony Coturri zinfandel from Glen Ellen that became the table's favorite pour.

    The standouts

    The crab. It opened the meal, and nothing that followed topped it. The pink pepper did double duty with the dried branches perfuming the shell, the butter sauce carrying a gentle heat — the sweet, smoky meat needed nothing else. Alongside came a 2022 Phelan Farm chardonnay from Rajat Parr's Cambria operation: white Burgundy in spirit, California in its bones.

    The cactus. Pickled tacinga cactus, marinated in Oaxacan mezcal and citrus and crowned with honeypot ants, arrived beneath a live cactus paddle with a eucalyptus handle.

    The acorn. A single braised acorn, glazed with black pepper, sat atop an uni custard made with Santa Barbara sea urchin and caviar in hoja santa oil. The server described it as a nod to California's Indigenous peoples. As a Choctaw, whose ancestors relied on acorns for thousands of years, I felt that one. It was also the most technically accomplished savory course of the meal.

    The seaweed and clams. Six varieties of Southern California seaweed with butter-kissed clams tasted like the coast itself. This is Noma at its best: not interpreting California so much as listening to it.

    The tuna eye. I've eaten cod eye at Noma in Copenhagen, but this version was way better. The kitchen removed the tough cornea, replaced it with a thin disk of kumquat, and served the eye chilled inside a ruby-red banana flower bract. Rich and gelatinous, it's eaten in one bite. When our table wondered aloud where the rest of all that tuna goes, Mara had the answer: family meal for the staff.

    The kelp mole. Grilled greens, a squash blossom stuffed with huitlacoche, and an artichoke on its stalk arrived with tortillas from Komal, one of Los Angeles's top heirloom molinos, paired with a mole built on kelp.

    Between the acorn, the cactus, and the mole, a question kept surfacing: what does it mean for a Danish kitchen to arrive in someone else's pantry and cook as though it has always been there? Some of these ingredients have fed Indigenous and Mexican cooks for centuries. Noma handled them with obvious respect and real curiosity. Sometimes, though, the line between homage and borrowing comes down to whether you're willing to say the name out loud.

    Dessert kept the surprises coming, including a macadamia custard served in a sunflower whose base turned out to be beeswax. The finale arrived as a bundle of ferns tied with string. Diners snip it open with tiny scissors to find a chocolate cookie and a fortune inside. Mine quoted Nietzsche: You must have chaos within you to give birth to a dancing star.

    Nietzsche, at $1,500 a head, in a Silver Lake mansion, from a kitchen whose founder walked away on opening day while protesters stood at the gate. The kitchen knew exactly what it was doing.

    The full menu, course by course

    For those keeping score, here's the complete lineup.

    Pink pepper Dungeness crab
    Daylily crab dumpling — The rest of the crab, tucked inside a trumpet-shaped daylily with buds plumped in crustacean liquor. The flower dominated; the crab was the reason to eat it.
    Chilled lobster broth — Spiny lobster stock, dashi, and elderflower oil served chilled in the lobster's own coral-colored shell. A palate reset dressed as a course.
    Spot prawn with matcha — Served in real seaweed, the head filled with smoked pumpkin paste for sucking, the tail painted with matcha. Paired with the 2024 Verso from Caleb Leisure in Sebastopol.
    Sea urchin custard and braised acorn
    Cactus with mezcal
    Ragout of California botanicals — Seasonal greens, peas, and herbs in a warm, quiet preparation, tied together by a hint of horseradish.
    SoCal seaweed and clam
    Tuna neck — Minced tuna neck in a koji-inoculated steamed bun with the texture of suede, topped with translucent shards of dried chicken-stock skin. Paired with the 2000 Estate Zinfandel from Tony Coturri.
    Tuna eye
    Black pearl rice steamed in avocado leaf — Ringed with pistachio oil and scattered with dime-sized macadamia slices. Humble ingredients in the spirit of California great Jeremiah Tower.
    Morels with habanero and yuzu — Sierra Nevada morels on turkey-tail mushrooms over hot stones. Bright and spicy, but heavy on the salt.
    Greens and grilled artichoke in spiced kelp mole
    Cherimoya and lemongrass — A green cocoa butter shell shaped like a cactus, hiding a smooth cherimoya ice cream. A California fruit most California menus ignore.
    Macadamia milk custard and pistachio — Topped with heirloom Hong Kong kumquats from a handful of research trees that fruit four weeks a year, served in a beeswax-lined sunflower.
    Silver Lake fortune cookie — A Chiapas chocolate mousse cookie garnished with insects, hidden in a bundle of ferns you cut open with tiny scissors. Fortune included.

    The misses

    Not every course landed. Morels with habanero and yuzu were oversalted, and some presentations were delivered too quietly to catch the full story. At $1,500 a seat, the storytelling should be as confident as the cooking.

    The verdict

    Having now eaten Noma's traveling editions in Tulum and Los Angeles, I'll offer an opinion that may be unpopular in certain circles: the pop-ups are better than Copenhagen. Maybe it's the hunt for new ingredients, or the urgency of a 16-week run in a borrowed house. Whatever the reason, the results are hard to argue with. I put that theory to the test in August, when I returned to Noma on my birthday, three days after it reopened with Soto at the helm. More on that meal soon.

    Noma LA wasn't really a restaurant. It was an argument about a place, made in food, by people who flew 6,000 miles to make it. The argument was frequently brilliant, occasionally presumptuous, and closed with Nietzsche in a fortune cookie. On balance, it won.

    ----

    David Skinner is a James Beard Award semifinalist for Best Chef: Texas and the owner of eculent and Ishtia in Kemah. He also writes the culinary travel journal Destination Eater on Substack.

    David Skinner Noma Los Angeles

    Courtesy of David Skinner

    Pink pepper Dungeness crab.

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