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No, the Aurora restaurant is not taking away the literal brand that can be found burned into the crust of its burger buns. The iconic moose logo is here to stay.

Instead, operations manager Zachary Phillips is focusing more on families.

Since COVID-19 people don't drink as much while dining out, he told ÈËÊÞÐÔ½», so the former dive bar is pushing its patio space, live music and other family attractions over alcohol.

At some point, kids may even be able to take home a moose hat. 

"My goal is for travelers, families and locals to have one spot where they all have a similar experience. It’s a place where people should be able to mix together," Phillips said.

"It's not the bar that it was in the '80s or '90s."

What's on the menu at the Fargo

The Fargo is a village staple, said Phillips, who was previously its sous and then executive chef. The Sennett native has worked for the Inns of Aurora, which owns the restaurant, for almost six years. He graduated from the Culinary Institute of America in Hyde Park in 2011, and moved back to the area after a few years cooking in Florida.

To describe the Fargo's menu and atmosphere, Phillips frequently used the word "comfort." Soft lighting glazes its wooden walls and furnishings, giving off an Adirondack vibe. 

By incorporating flavors and products found throughout the region, he aims to make locals feel at home and provide travelers with something to remember during their visit to the Finger Lakes.

Take the house beer, Moosin’ Around. The session India pale ale is produced by Brewery Ardennes in Geneva. The Fargo also has a new double-sided frozen drink machine offering non-alcoholic beverages, such as the current strawberry limeade, and wine slushies using recipes from Treleaven Wines in King Ferry.

While pot roasts, braises and heavier fare can be found on the restaurant's winter menu, the Ithaca Garden Griller is one of the many lighter summer items. The sandwich features grilled vegetables, mixed greens and provolone slathered with a zucchini garlic spread over Ithaca Bakery's stretch bread.

Another highlight of the Fargo's summer's offerings is the CNY Steak Bowl. Steak marinated in Binghamton's spiedie sauce is served with Syracuse salt potatoes, grilled corn and zucchini garlic spread.

"My hope is people are coming in from out of town and they’re getting a little piece of what it’s like being in Central New York," Phillips said.

The Fargo has always been a burger joint, he noted, and along with those he touted the loaded tater tots — with bacon, scallions, cheddar and a side of malt aioli — as other customer favorites. 

For vegetarians, there are options like the gluten-free Firecracker Naan, with an in-house black bean burger, roasted red peppers, jalapeno, goat cheese, chipotle lime dressing and herbed cauliflower.

"We have a great advantage being in Aurora, being surrounded by local farms," Phillips said. 

'A beautiful place to be'

Since the 1800s, the Main Street building housing the Fargo has been an integral part of Aurora. 

According to the restaurant's website, the building was constructed by E.B. and Henry Morgan and served as shops, a residence, a post office and a garage before it became the food and beverage destination it is today in 1959. It was also the site of the first pottery studio of Richard and Victoria MacKenzie-Childs.

As a local hangout and a place to grab a bite for those passing through, Phillips hopes the restaurant continues to be an important part of the community.

Aside from carrying local products like bread and beverages, it has a farm trade program with area growers and hosts fundraisers for local causes. The Morgan Opera House, Aurora Free Library, Camp Gregory and the King Ferry Food Pantry are just some of the organizations that have received $5 per sandwich or entree at the Fargo's Community Days. 

One reason the restaurant celebrates all things local is because, for many customers and staff, it's home. Phillips said some of them first came there as children to eat with their parents.

Now, he hopes even more families continue to have that experience at the Fargo.

"I want it to be an interesting and fun experience without it being too expensive or rushed," Phillips said.

"Even with being a fast-paced restaurant, you kind of slow down for a second and take it in. That’s Aurora in general. It’s a beautiful place to be."