Merivale Group's prominent figure, Justin Hemmes, has taken the unusual step of personally refuting public claims that his latest culinary project in Melbourne, Stir Fry 100, is a mere imitation of a much-loved local Thai establishment. The controversy arose as Hemmes launched his new venture in the very spot that previously housed Soi 38, a revered Thai eatery known for its unique car park setting and authentic street food. Hemmes's direct engagement on social media to defend his restaurant underscores the intensity of the local dining scene and the expectations surrounding new establishments, particularly when they move into iconic locations. He maintains that Stir Fry 100, focusing on Taiwanese cuisine, offers a fresh and distinct concept, aiming to create its own identity within Melbourne's competitive hospitality landscape.
The social media stir began when Justin Hemmes, the 54-year-old hospitality mogul, shared a video tour of Stir Fry 100 on Instagram, showcasing its open kitchen, fresh produce, vibrant cooking stations, and distinctive interiors, including a playful 'disco dunny.' He highlighted his vision to recreate the bustling atmosphere of Southeast Asian street food markets, drawing inspiration specifically from Taiwan. Hemmes pointed out the unconventional car park location, which he stated was a nod to similar food halls in Asia. Despite his enthusiasm and detailed presentation, many Melbourne diners quickly drew parallels to Soi 38, which had cultivated a devoted following for over a decade in the same spot, celebrated for its affordable Thai street food and traditional boat noodles.
The public outcry led Hemmes to directly respond to a commenter, explaining that Stir Fry 100 is not a copy but a "modification" to the previous operator, emphasizing the difference in cuisine—Taiwanese versus Thai—and the updated interior design. This direct interaction was notable, as Hemmes rarely engages with online critics. However, his explanation did not fully placate the skeptical Melbourne food community, with many expressing a preference for the former restaurant or critiquing the new establishment for allegedly gentrifying an authentic concept. Some also questioned the restaurant's Taiwanese authenticity, highlighting the challenges Hemmes faces as he expands his Sydney-based Merivale empire into a new and discerning market.
It's important to note that Soi 38 has not ceased operations but successfully relocated to a larger venue on Bourke Street in late 2024, continuing to offer its popular Thai dishes. Meanwhile, Hemmes is banking on Stir Fry 100 to carve out its own niche, presenting it as a fast-paced, casual Taiwanese dining experience with authentic flavors and a relaxed environment. This move is part of Merivale's broader expansion into Victoria, following other successful launches in Melbourne, demonstrating Hemmes's commitment to replicating his Sydney successes in the southern city.
