At 62, the petite Deidra “Dee” Lincoln has earned her title as a heavyweight lady of influence in the cafe enterprise. She been given her christening as “Queen of Steaks” around 20 many years back when she went to New York to announce the development of a Del Frisco’s Double Eagle Steakhouse in Manhattan, in the vicinity of Instances Square.
As the co-founder of Del Frisco’s, which she began in her indigenous New Orleans in 1981, Lincoln had expertise with opening dining establishments. In 1986, she and lover Dale Wamstad moved Del Frisco’s to Dallas wherever it later mushroomed with achievements when it was acquired by Lone Star Steakhouse and Saloon in 1995. At that time, Wamstad remaining, and Lincoln stayed as the vice president of functions to develop places with CEO Jamie Coulter, whom she calls her mentor.
Lincoln says likely to New York was “the major examination,” nonetheless. A male-dominated marketplace populated by giants like Peter Luger Steak Residence, Smith & Wollensky, The Palm and others will have to have questioned a Texas steakhouse encroaching on their territory, specially a person opened by a woman.
Lincoln recounts Pat Cetta, the late co-operator of the renowned Sparks steakhouse, who stood up in the conference and introduced, “I’m telling you appropriate now, this girl is the queen of steaks. She definitely understands her stuff.”
The name caught.
As of these days, Dee Lincoln, Queen of Steaks, has opened 15 restaurants in a job grounded in plushy primary beef. After what some businesses could possibly get in touch with a hole in her resume — from the time she left Lone Star in 2010 to a period used concentrating on her daughter Bella until finally 2015 — she begun “kicking the wheels” on a new notion, one particular that would evolve from a main menu of filets, ribeyes and New York strips, and one particular that would carry her title.
Dee Lincoln Primary opened in the Dallas Cowboys headquarters, The Star, in December 2017, with sushi, an omakase bar, and “seafood that is not secondary,” she suggests. The steakhouse is now a person of Frisco’s greatest grossing places to eat. Final December, it rang up $549,235 worth of alcoholic beverages by yourself, and in accordance to Lincoln, it expert 110% similar expansion final yr — a feat she attributes to being in a position to produce an natural environment wherever guests who crave normalcy can occur to be pampered.
Lincoln credits Jerry Jones for remaining the initial to stimulate her to brand name herself, and the first for having the vision to provide cafe organization north of Plano. He was the one particular who insisted she use her title for the Dee Lincoln Tasting Room and Bubble Bar in the Dallas Cowboys stadium. Later, when he invited her to open a restaurant in his new leisure district, he instructed her, “You are likely to be the star of The Star.”
“That’s rather substantial when he’s the most remarkable genius when it comes to marketing and advertising and branding,” Lincoln says. “He tells me to do it as a model, so I have to operate with it.”
Lincoln suggests she satisfied the Jones loved ones and the restaurant’s other companion, Dave Johnson, whilst entertaining, a skill that arrives obviously to her. “I’m from New Orleans it’s about the South. Hospitality was the explanation I obtained into this small business,” she says.
She also draws on her NOLA origins for the kind of food she’s normally served — “big, daring flavors” she credits to salt, pepper, butter, product, and garlic. “I usually say it’s far more about that than all the exotic seasonings you just cannot get. It’s a lot more about what was in my grandma’s cabinet.”
On any presented evening, Lincoln can be witnessed at the bar and in the dining home working her charms and making sure attendees are being cared for. She also tends to her 80 staff members. She notes with satisfaction that all but two workforce returned after Covid-related closures in March 2020, probably since she observed the benefit in shelling out anyone total salaries during the shutdown.
The most recent enhancement in Dee Lincoln Key is Havana Dee’s Lounge, a cigar club with stay tunes and a comprehensive meal menu that opened in 2020 right after several years of working with the town of Frisco to adjust its cigarette smoking ordinance.
Possibly it’s in Havana Dee’s Lounge the place it gets to be most apparent that the old boys’ club dynamic has altered. “The females can afford to consume as significantly as the males,” Lincoln states.
“I don’t search at it now like I am in a man’s earth mainly because I assume that females have evolved and are so strong — in any sector. … The corporate planet currently is male and woman, and there are powerhouse girls in the course of the place,” she states. “I’ve fulfilled numerous awesome females in this atmosphere. Steaks was where by it began.”
Of the selection of awards Lincoln has been given, the Ivy Award from the defunct publication Restaurants & Institutions was 1 she considers the biggest due to the fact it was voted on by her colleagues throughout the country. She retains the respect of other Dallas steakhouse moguls, like Nick & Sam’s chef Samir Dhurandhar, who satisfied Lincoln soon following shifting from New York 20 decades in the past.
Dhurandhar states Lincoln has “always seemed much into the future” in phrases of developing restaurants. “She has produced concepts that all of us required to do, but could in no way put alongside one another. I have generally appeared to Dee as an inspiration,” he states.
However, Lincoln suggests her proudest accomplishment is her daughter, Bella. She’s hardly ever been open for lunch throughout her profession and has been intentional about producing a flexible enterprise product that delegates authority to trustworthy coworkers. This is how she’s mastered the equilibrium of expert and spouse and children existence, something not anyone knows how to do, she states.
Lincoln hints at an growth of Dee Lincoln Primary to other North Texas metropolitan areas in the approaching a long time. “This is my baby, but I’m an entrepreneur, and the restaurant is in its fifth 12 months,” she points out.
Whatsoever she does, she will not reinvent. “This is the crème de la crème,” she states. “This a person is about my legacy.”
Dee Lincoln Key is found at 6670 Profitable Push, #400, Frisco. deelincolnprime.com.