Lonnie Schiller’s search for a new concept with little competition took him all the way to Carrizo Springs, TX, and the launch of Red Dog Ice House, smack dab in the middle of the Eagle Ford Shale.
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The first Red Dog Ice House is in Carrizo Springs, TX, right in the heart of the massive Eagle Ford Shale region.
The core customer of the new concept is the massive influx of workers related to the fracking, and the vehicle of choice is clearly the white pick-up truck.
Concept creator Lonnie Schiller described the scene he saw there as straight out of the movie “Road Warriors.” This vehicle might be, too.
Although the restaurant is actually made of a portable kitchen and massive tent, the customer doesn’t notice it’s not a permanent structure.
The bar is a critical part of the restaurant. Bud Light, Coors Light and Dos Equis are the drinks of choice. An experiment with craft beer was quickly dropped.
Many customers come straight from their fracking work, sometimes still wearing their uniforms or red jumpsuits.
If they do get cleaned up, it’s usually into jeans and a T-shirt.
Although the customers might look a little rough around the edges, general manager David Swartz says he’s had no problems.
The food is good, but simple. Meat and potatoes and burgers and fries highlight the menu.