An old name has returned to Mill Avenue in a new location and with renewed hope for longevity.
Long Wong's, located on Mill Avenue just south of University Drive, opened its doors March 13.
Owners plan to offer specials to students once business gets under way, but nothing specific has been discussed.
"We are going to do whatever it takes to build a rapport with the students," said Richard Carlson, partial owner of the restaurant.
The original location was farther north on Mill Avenue on the corner of Seventh Street for more than 20 years before closing its doors in 2004.
The new location plans to eventually extend their hours to as late as 2 a.m. on the weekends to attract more of a late-night student crowd, Carlson said.
Since its opening, Carlson said the restaurant has fed more than 100 people a day. He said he expects the numbers to rise dramatically in the near future.
The business has not done any advertising for fear it would receive more business than it could handle, Carlson said.
"No sense in advertising if you can't take care of the crowd," Carlson said. "We wanted to be able to walk before we got slammed."
Norma Haro, another one of the restaurant's owners, said Long Wong's strives to provide a friendly atmosphere.
"We're all family," she said. "We're going to make you feel welcome."
Haro said they are only now beginning to see student business, since they opened while most students were out of town for Spring Break.
"Now with the students back it's just a matter of time," she said.
Response so far has been positive, she added.
"They say they love it," she said.
Long Wong's is located in the building that was previously home to Flavio's and Filiberto's Mexican food restaurants.
Flavio's wasn't successful because the owner wasn't able to devote enough time to the restaurant, said Doug Fielder, owner of Fantasy Costumes -- which is located next door to Long Wong's.
"The main reason he went out of business is [the owner] was never there," Fielder said. "He was spread too thin and the quality of business went down."
Fielder said the restaurant sold due to economic reasons.
Filiberto's stood for about a year before changing its name to Flavio's after disputes with the franchise, Fielder said.
Flavio's closed a few months later, he added.
The owners of Filiberto's and Flavio's could not be located.
The Long Wong's on Seventh Street closed in 2004 after the space it occupied was bought by the city, Haro said.
The old Long Wong's sold alcohol and hosted live music. Haro said the new location plans to eventually sell alcohol, as well.
"We plan on doing that somewhere down the road," she said.
Marketing senior Adam Landsman said he is thrilled to see Long Wong's back on Mill Avenue.
"I'm probably going there tonight," he said.
Landsman said he is excited to have one so close to school.
"I always find them and they close down," he said.
Reach the reporter at kelsey.perry@asu.edu.
