First Auto Dealership/Restaurant Concept Opens in US

A new idea came to life for the first time in the U.S., as wealthy customers can purchase a Mercedes-Benz while having a meal and enjoying some wine. For example, imagine going to buy a new E-Klasse while enjoying Escargots a la Bourguignonne with a glass of Blanc de Blancs champagne.

U.S. car dealership Mercedes-Benz of Rocklin partnered with SRO restaurant group and opened a dining establishment called Bistro 33, Riverside Clubhouse and Tre in California, as part of the worldwide Mercedes-Benz Autohaus Image Program.

Both the dealership and the restaurant feature futuristic dark blue columns rising to a thin aluminum clad soffit and fascia. The building also has a glass facade and a stairway made of wood treads and stainless steel.

What is really interesting is that the idea was discussed over dinner at Bistro 33 in El Dorado Hills about a year ago. "While enjoying a meal, and looking across the lake at our dealership situated in Town Center, we thought why not bring two great brands together under one roof," said George Grinzewitsch Jr., owner of Von Housen Automotive Group, the parent company of Mercedes-Benz of Rocklin.

"At Bistro 33 Rocklin, our customers will experience the ultimate luxury destination while dining on infused interpretations of timeless American classic fare with a modernistic sensibility at appealing prices,” said Matt Haines, co-owner of SRO Inc.

"Just as they did in stately East Sacramento with 33rd Street Bistro and in Sacramento's classic Land Park neighborhood with Riverside Clubhouse, we have created a restaurant in Rocklin that the Placer County residents truly believe to be their own," Haines added.