The Madness brings sushi and burgers to downtown Morganton in former Root & Vine location

Eyes from the Morganton community have been focused on the former Root & Vine building, patiently waiting to see what new restaurant would make its home there.

The Madness Sushi, Burger & Bar is coming to the heart of downtown at 139 W. Union St. Based in Asheville, The Madness promotes itself as an eatery “where fresh sushi, classic and creative burgers, and local taps and mixed drinks all meet under one roof,” according to its social media pages. “The Madness combines good food and drink with a good time.”

On a cloudy Tuesday afternoon, owner Aaron Cheng signed the leasing contract with his new landlords, Sam and Maggie Cantor. Just minutes before, posters announcing the restaurant were placed in the display windows facing West Union.

Cheng is a well-seasoned sushi chef, and the Cantor couple are N.C. Main Street Champions as well as vacant building rehabilitators. The West Union building was formerly owned by a good friend of Sam’s, Mike Fulenwider (Big Mike), before it was passed onto him, and he bought it.

Standing in his future restaurant, Cheng said he expects The Madness to be open within four to six months as it undergoes thorough renovations.

“This is probably the biggest location that we have, it is around 4,500 square feet,” Cheng said while standing by the bar area undergoing renovation. “Everything is going to be the same as Asheville.”

The Asheville location’s hours are all week long from 11 a.m. to 10 p.m.

“The City of Morganton is excited to welcome The Madness, a unique burger sushi bar, to our downtown community,” Main Street Manager Makenzie McGinnis said. “We believe this innovative establishment will make a significant positive impact on our local economy and tourism.

“As a fusion of two beloved culinary traditions, The Madness offers a dining experience unlike anything else in Morganton. This exciting new concept is sure to attract both locals and visitors from surrounding areas, contributing to increased foot traffic and economic activity in our downtown core.”

This restaurant’s menu joins two comfort-food cuisines, American and Japanese, including burgers, sushi rolls, Bento boxes, barbecue-style sandwiches, and a variety of appetizers.

The building will need extensive upfits with new kitchen equipment, expansion of the bar area, and other touch-ups, Sam said while giving a tour. Each room, only an echo of the restaurant that used to be there, will be remodeled with a new life.

Cheng will soon have restaurant interior designers on site and will create the Asheville atmosphere with unique touches appropriate for Morganton to add something new to West Union.

City Support

Since Root & Vine moved out of the location in April, the Main Street department and the Cantors have been collaborating to bring in a new business.

“We were hopeful that this opportunity would come to life and are so glad that it is going to,” McGinnis said.

Sam said that the City’s support has been good, although they haven’t asked for much help. Looking onto the busy street of Morganton, Sam explained that he had kept quiet about his plans until receiving approval from investors.

Cheng’s been working with the Cantors and the City once he found the location.

“We were from Asheville. It just happened that we found this location and we met with Sam. He’s a great landlord,” Cheng said. “The City of Morganton wanted us to come in, they were trying to help us a lot with coming in to put a restaurant over here. They said they needed something new, a fusion restaurant in Morganton.”

McGinnis explained that The Madness will not only add new flavor to Morganton, but also generate new jobs, stimulate spending locally, and draw in tourists.

The City helps businesses like Cheng’s through several initiatives:

• The City of Morganton’s Community Development Block Grant (CDBG) Small Business loan/grant program (a federal program). Offers either $30,000 or $75,000 loan programs depending on the number of jobs that are created.
• A restaurant loan program, works the same way as the CDBG loan program.
• Façade grants available through the Main Street Office to assist with exterior work on buildings.

“We also help to support them in other ways — find places/buildings, connect them with property owners, promote their offerings through our downtown social media pages, e-newsletter, and more,” McGinnis added.