Jim premised the atmosphere of his second restaurant on the classic Parisian Café/Bar: a place patrons would use as "a kind of alternative living room, to enjoy coffee and croissants in the morning, meet friends for lunch, dinner or drinks throughout the day or to have a late night bite or a night cap until 2am." The website builds upon the theme introduced by the yellow diamond and red feather - a familiar sight to Parisians but found nowhere in the United States - while promoting a European-style sense of simplicity with a slick, sporty feel.