I agree with you on Spilt milk... loved the food, but could not figure out what they were going for.
But I am not sure I agree that this is the problem for Laly's..
Let's contrast Laly's with the Queensboro. The Queensboro is unquestionably an "American restaurant." How can we tell?
1. It has an American-sounding name
What do you mean by an "American-sounding name"?
1. Choose what cuisine you're going to be: American, Mexican or diner
American/Mexican is an extremely popular fusion cuisine, look up Tex-Mex.
Let's contrast Laly's with the Queensboro. The Queensboro is unquestionably an "American restaurant." How can we tell?
1. It has an American-sounding name
2. The decor is similar to other American restaurants
3. The food is all the type that's served at other American restaurants and it's all of a similar quality (opposed to how Laly's offers Buffalo Wings and a Kale Salad on the same menu)
Taking a quick look at the Queensboro menu, I see:
- Spicy popcorn chaat [Indian]
- Shishito peppers [Korean/Japanese]
- Pasta (several types) [Italian-ish]
- Thai Steak Salad [Thai]
- Scallops [Japanese-style I think?]
- Burgers ["American"]
Queensboro doesn't seem to have food that is all the same "type that's served at other American restaurants"... these seem like pretty diverse, fusion options to me.
And they certainly don't offer "all one type of food". IMO, this fusion is working pretty well... if that's what you're going for. I like their food and I like Laly's food. I don't think the suggestion of picking one cuisine, and offering one type of food is necessarily advantageous..
I mean a name that makes people think "American restaurant" or "Bistro" or something. Here are some names of actual restaurants in NYC and I bet you can guess what kind of restaurant it is just by the name:
New Dragon
La Pequena Colombia
Bamonte's
Doughnut Plant
Do you see what I'm getting at here? When you hear the name "Laly's" do you think of a restaurant that is serving a steak frites and kale salad?
As far as the food served at the Queensboro. The pasta, shishito peppers, etc is served at bistro style restaurants all over NYC. They did not make that up. And the popcorn chaat is them trying to show they are influenced by the neighborhood.
And if they want to do Tex-Mex, fine. But that's a separate thing and different from "American and Mexican food." They can do what they want but I think some, if not all of my suggestions would help them succeed.
Why do you think they don't have more business?