Tried and Tru for Three Decades (and Still Going Strong)

The accumulation of time as it relates to different aspects of society can feel, in certain instances, very short – and in others – a lifetime. Take, for example, 33 years. Certain pieces of cinema released 33 years ago –Reservoir Dogs, Unforgiven, A Few Good Men, Basic Instinct (to name a few) – have stood the test of time and feel like they could be released today. It certainly doesn’t feel like they were released over three decades ago.

On the flip side, in the restaurant industry – particularly as it relates to Houston-area restaurants, and even more particularly in the volatile time period in which we currently reside, 33 years can feel like an eternity. Truluck’s, the seafood and steak institution established in 1992, is one of very few restaurants that can say it has been in business for that many years in a city that has become more competitive by each passing turn of the calendar.

As Truluck’s leadership examined its stance in the hierarchy of Houston restaurants in its category, it was faced with an existential question: how to keep the legacy customers who have celebrated special occasions and milestones for many years coming back while also giving new generations of Houston diners something to be excited about? Not an easy question to answer – but one that Truluck’s knew it needed to tackle with a keen strategy and specific vision.

The result: over the summer, Truluck’s embarked upon a multi-million dollar total renovation of its interior – dining room, private dining area, and bar – that evokes the relaxed elegance of the Mediterranean with a number of prominent faux olive trees set against the backdrop of striking piano key tile floors, marble-inspired finishes, and supple leather booths. The design beckons years-long Truluck’s patrons and those entirely new to the concept alike, and one only need to visit today to see a dynamic mix of age ranges commingling together while the Truluck’s team delivers its signature exquisite service and delectable seafood and prime-cut steaks.

The food, you ask? Oh, did we mention it’s stone crab season? Truluck’s signature Florida stone crab – sustainably harvested from its own fishery to ensure the utmost freshness —remains the crown jewel of the menu and one that has set it apart in the Houston F&B landscape. Running now through the spring, stone crab season is a major element of the Truluck’s menu, but it is by no means the only reason to book a reservation. The concept also prides itself upon premium cuts of steak cooked with deft precision, an array of vibrant seafood offerings – including South African cold-water lobster (considered the “Rolls Royce” of lobster varieties) – and has recently added petite versions of some of its signature entrees.

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As no good cut of steak or portion of fish is complete without a perfect beverage pairing, Truluck’s is a wine lover’s paradise. Under the unwavering direction of Beverage Director Dave Mattern, who has been with the company since 2001 (longevity of service is one of the hallmarks of the Truluck’s brand), Truluck’s has built out a robust wine program that is designed to seamlessly augment any diner’s order. Think Jordan and Pippen when it comes to a glove-like fit. You may not get six NBA championships, but you’ll certainly feel like a winner.

In Houston, many restaurants come and go quicker than the heist in the aforementioned Reservoir Dogs falls apart. But for those that find the formula to maintain longevity, while never remaining satisfied with what is being delivered to patrons on a daily basis, the result is the ability to say that multiple generations have made their establishment a part of their lives. It’s something special, remarkable even, and something that Truluck’s never takes for granted.

As it enters a new era, the flagship Galleria-area Truluck’s remains steadfast in its mission to deliver high-quality dishes, singular service, and an overall quality of experience that is second-to-none. It will continue to iterate and find ways to deliver that experience in such a way as to delight the long-time regulars while at the same time courting younger diners. Tried and tru, indeed.