Captain Jack's Lakefront Bar and Grill replaced Rojo Mexican Bistro and opened Thursday.
The restaurant takes its name from a fictional character from prohibition who ran booze and rum from Canada to St. Clair Shores.
But what started as a joke. turned into an ad campaign that included fliers and a social media campaign that went viral.
"We wanted to capture the young market in the area," said general manager Patrick O'Sullivan.
Shortly after the Facebook and Twitter campaign in early August, social media followers began taking photos with "Who is Captain Jack?" cards and placing it around metro Detroit.
The new restaurant will feature new American cuisine, burgers, unique appetizers and kids menu with items including fried peanut butter and jelly. It replaces Rojo, which opened in early 2011 and closed Sunday night. Crews than spent the next three days renovating the restaurant.
O'Sullivan said his goal was to bring, "something that appeals to the broader market than the Mexican concept."
He added that the restaurant will have "competitive" prices in the area with a "price point that people could afford."
The year-round restaurant will have a grand opening Sept. 26, and will feature a happy hour from 3 - 6 p.m. Monday - Saturday, and all-day Thursday, with $3 selected beer, wines and cocktails and half price appetizers - which include portobello fries, wings with Sweet Baby Ray's BBQ sauce, loaded fries and coconut shrimp.
"It is a comfortable place to hangout," said Ray Kurmas, operations manager.