Scheffer Group Announces The Majestic, Opening May 2026
The Scheffer Group announced it will open The Majestic, a Chinese American counter service restaurant, in late May 2026 at 319 Merrimon Avenue.
The Majestic is built around a shared nostalgia for iconic Chinese American dishes. Owner/chef Eric Scheffer, who grew up in Brooklyn and Long Island, remembers the steady presence of New York City’s Mott Street and neighborhood Chinese restaurants as part of his family’s Jewish cultural life.
“I created this concept because I’ve heard repeated demand from people in Asheville,” says Scheffer. “There’s a real longing for this kind of restaurant: something familiar, comforting, and done with intention. But for me, it’s also deeply personal.”
A New Chapter for the Scheffer Group
The Majestic marks the fifth addition to a portfolio that has come to define the modern Asheville dining landscape. Under the leadership of Asheville’s independent dining pioneer and 25+ year hospitality veteran Eric Scheffer, the group has established a reputation for excellence through concepts like Vinnie’s Neighborhood Italian (Original and South), Jettie Rae’s Oyster House, and Gan Shan. Each establishment is known for its commitment to consistent hospitality, great food, and high operational standards.
The decision to expand into the Chinese American space was an intentional move to fill a clear gap in the local market. While Asheville has a wide range of restaurants, the specific style of neighborhood Chinese food that shaped so many dining memories has remained largely absent. The Majestic is designed to meet that demand with a format that feels familiar, disciplined, and built for repeat visits.
Rooted in a Regional Dining Tradition
The Majestic draws from the mid-century Chinese American restaurants that became fixtures in New York and across the Northeast. Those dining rooms, takeout counters, and family meal rituals helped define what "going out" looked like for generations of New Yorkers.
For Scheffer Group, the project is less about reinvention and more about careful stewardship.
The goal is to honor the structure, flavor profiles, and emotional familiarity of those classics while applying the sourcing standards and operational discipline the group is known for.
Culinary and Design Leadership
A project as specific as The Majestic requires both technical rigor and cultural care. Executive Chef Kaya Rehnberg brings more than a decade of professional experience to the opening and has held key roles within the Scheffer Group, including positions at Vinnie’s and Gan Shan.
Supporting the project is Chef Ray Hui, Executive Chef of Gan Shan. Hui, a first-generation Chinese American and the son of restaurateurs, has helped shape the menu with an emphasis on context, respect, and precision. His involvement grounds the project in lived experience and reinforces its commitment to honoring the Chinese American restaurant tradition with care. Gan Shan’s Chef Ray Hui has long spoken about the importance of protecting culinary heritage, and that perspective is central to The Majestic.
A Menu Built on Comfort
The Majestic’s menu is a curated collection of "the hits." These are the dishes that people recognize, crave, and return for week after week. By focusing on a counter-service model, the restaurant emphasizes accessibility and efficiency without sacrificing the quality of the ingredients. Think: shrimp with lobster sauce, General Tso’s tofu, and more.
