First Look: Fitz's in South County

The second location of Fitz’s softly opened Friday, Jan. 25, at 5244 S. Lindbergh Blvd., in South County.

The original location, a St. Louis staple serving house-made sodas, floats and classic American fare, made its name in the Delmar Loop, where it opened in 1993.

“I’d been looking for a second location for quite some time, and my family encouraged me to head this way,” said Michael Alter, Fitz’s CEO and founder. “My wife graduated from Lindbergh High School, and my son played hockey at the Affton rink for many years. The Fitz’s brand has been well supported here from the very beginning, especially the numbers in the retail stores around here, so it stood out as a strong area for us. South County is quintessential St. Louis.”

Billed Fitz’s SoCo, the new location is modeled to replicate the Delmar spot with its large windows and airy feel. It also retains the same menu featuring a range of literally over-the-top floats and shakes, as well as typical Midwestern classics, from burgers, barbecue, chili and salads to sandwiches, wraps, pizza and tacos. There’s also a full bar featuring exclusively Missouri-brewed beers.

“At the heart of our menu, value is an important part of the restaurant,” Alter said. “We’re also kind of in the entertainment business, from the open kitchen and the dairy bar, where people can watch floats being made, to, most of all, the bottling. All our sodas are made onsite.”

Although the craft soda maker – which boasts classics like root beer and cream soda along with more inventive flavors like berry-pomegranate and Key lime – is not yet operational in the new spot, Alter anticipates a grand opening event in the spring. At that time, the vintage bottling line will be in full swing and a 40-seat patio will be open. He also said he is “patiently waiting” for signage to arrive.

The 9,000-square-foot space, slightly bigger than the original, houses just over 200 seats, 12 of which are at the classic ’40s-style dairy bar and 20 at the regular bar. Take a look at South County’s newest restaurant.

Lauren Healey is associate editor at Sauce Magazine.