Phil Greer is a patient man. It was only when Midwestern tastes began to open up to the bolder, spicier, more exotic flavor profiles of Cuban, Latin American, Mexican, Tex Mex and Baja cuisines, that he knew the time had finally come for a restaurant on the scale of Coba. Not in New York or Las Vegas or Chicago, but in Lexington, Kentucky. Phil’s hospitality philosophy, rooted in his time with Shoney’s and the hugely successful Cheddar’s concept, puts value front and center: large, moderately priced portions of fresh food cooked from scratch from ingredients delivered that day (there are almost no freezers at Coba). With wow factors like “the best chef in the southwest” and the world’s largest private jellyfish aquarium thrown in just to make sure the bar starts – and stays—high. “I’m a lucky guy”, says Phil. “I’ve had a lot of success in life, climbed a lot of mountains, done a lot of cool things. But I have to say that this chance to build something with my son, from scratch, is maybe the coolest of all.”