May 20, 2013
O, new little cheese place (with wine & beer) on L Street, call us, we really want to help spread the word that you're about to open, but, um, it would be helpful if you returned our calls

There is a new new cheese shop (with wine and beer) all set to open on one of the best blocks in midtown.

It's called The Rind.

It's at 1801 L Street.

It will have lots of cheese

And wine.

And beer.

And that's all we really know.

We've left voicemails. We've sent emails. We've done walk-bys. We've done everything but go all Dustin Hoffman from "The Graduate" when strolled past and spotted the owner and two others casually sipping wine while seated at the bar. Instead of banging on the glass, "Mrs. Cheese Person, why won't you return our emails and phone calls?" we decided better of it, dignity-wise, and opted to go to Ginger Elizabeth Chocolates for yet another amazing ice cream sandwich (with lemon ice cream).

Still, we wonder about The Rind. We'd like to know more about the concept, the cheeses, the grilled cheeses, the whole dream of opening a new business and forgoing silly things like phones and internets. We want to share these things with our readers.


I contemplated the possibilities: They're ignoring us. Yes, this is a clever counter-intuitive marketing strategy to absolutely perplex everyone and generate some kind of viral reaction that winds up on CNN, sells lots and lots of cheese and leads to a book deal: "Telling People About Your New Business is Stupid.".

We contemplated foul play. Did a giant wheel of cave-aged Gruyere tumble off a shelf and pin the owner to the floor? Does the owner have a cat? A cat sat that likes to sit on computer keyboards and freeze up computers? And the owner has no idea someone is emailing her to ask this potentially exciting new venture?

And wish her luck?

And ask when we can stop by and taste some cheese (and beer and wine)?

We hear it's Thursday.

But that's all we really know.

Blair Anthony Robertson is The Bee's restaurant critic. Follow him on Twitter, @blarob.

RELATED: Which restaurants do the best at marketing and promoting?

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