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Jeb Aldrich Is IN as Chef de Cuisine at Jay Swift's Noble Fin

Aldrich will run the kitchen at Jay Swift's forthcoming Norcross restaurant.

Jay Swift.
Jay Swift.

Jay Swift has tapped his son, Jeb Aldrich, to run the kitchen at Noble Finper Atlanta Magazine. The restaurant, focusing on steaks and seafood, is on track to open in summer 2015. Aldrich currently serves as chef de cuisine at Swift's Old Fourth Ward restaurant, 4th & Swift, and will hold the same position at the new eatery.

Noble Fin will launch as "a contemporary American- and Mediterranean-inspired restaurant and bar focusing on premium quality seafood, steaks, homemade pastas, signature cocktails, bottled and draft beer, fine wine, and fresh local vegetables," according to the official website. It will take up residence in the former Peachtree Corners Dreamland space.

As for Swift's decision to go OTP with his next restaurant, numbers appear to be the deciding factor:

"It's about economics and demographics-you go where you think you can succeed," Swift told Atlanta. "ITP is great, but very expensive and there's a lot of competition. Chefs like being in a big city because that's where the foodies are, but foodies aren't enough. A big part is convention business and business travelers. [At Peachtree Corners], there are twenty-plus hotels in the area."

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