The first rule of Black Jack‘s new “speakeasy” menu? You do not talk about the new “speakeasy” menu.
The 14th Street NW bar above Pearl Dive Oyster Palace promoted the secret cocktail list yesterday on Facebook and Twitter. But if you ask the bartenders about it, they’ll pretend they don’t know what you’re talking about. Instead, you have to ask for one of the four cocktails by name. This month, the cocktails include a Daiquiri, Daiquiri Suze, Caipirinha, and Old Tommy Elder. (Read more about them here.)
That said, bar manager E. Jay Apaga is more than happy to talk about his secret menu. The alum of Neighborhood Restaurant Group, who started at Black Jack in February, doesn’t take the speakeasy theme too seriously. “Honestly the secret menu is tongue in cheek. It’s just to get people talking,” he says. “How many speakeasies are there in D.C., and none of them are really speakeasies… The speakeasy business model has no purpose in 2013.”
The point of the promotion, he says, is to reward the people who follow the bar on social media: The “secret” drinks are $10, whereas the cocktails on the normal menu are $12.
“I wanted to give something to the people who actually follow us and like us on Facebook,” Apaga says. “I wanted to start a conversation with people that thoroughly enjoy alcohol about what it is we’re doing at Black Jack.”
Well, hey, at least Black Jack isn’t adopting a secret phone number.
Graphic via Black Jack