To revive the Piazza’s shine, paint-by-numbers Terra Grill will need to find a true identity

My Uber driver could be forgiven for becoming a tad disoriented as we gingerly approached Terra Grill. After all, this newly cobbled stretch of Germantown Avenue in Northern Liberties has not appeared on a Philadelphia map since the 19th century, when the massive Schmidt’s Brewery rose here in 1860 on 14-plus acres east of North Second Street.

The legendary brewery is long gone, closed in 1987, demolished in 2000, and replaced in 2007 by developer Bart Blatstein’s original Piazza project, which supercharged gentrification of this once-industrial neighborhood. The mixed-use development quickly sputtered after an ownership change in 2013, just as nearby Fishtown and Kensington began to thrive.

Can Terra Grill help revive the Piazza dream? I’m not convinced a steak house alone will do the trick, even if it’s something different for Northern Liberties. (Remember the short-lived “vibe dining” of meat-forward SIN?)

But the development’s current owners, Post Brothers, clearly hope this modern American grill will help restore at least some of the neighborhood’s shine. It’s a $6 million anchor for the Piazza Alta, a new 1,100-unit high-rise complex targeted to families, not just the “frat boys in backwards trucker hats” that Post CEO Michael Pestronk said occupied the Piazza during its decline under their predecessor, Kushner Cos., whose tenure saw falling rents and shuttered retail storefronts.

The fact that there are people blithely wandering across our car’s path as we approach Terra Grill’s landscaped facade is both confusing and deliberate. Post Brothers has resisted adding road striping to the avenue (a technically private stretch now open to the public) to “prevent it from becoming a speedway.” The unmarked stones are meant to foster a street-facing, Euro-style pedestrian plaza.

Recruiting a nationally known chef for this project in Laurent Tourondel is also part of the strategy to give the neighborhood an upscale, Center City-esque aura — signaling that this once-edgy neighborhood has a new polish on top of its existing gastropubs (Standard Tap, North Third), cutting-edge vegan cooking (Pietramala), brunch spots (Honey’s Sit ‘N Eat, Cafe Maude) and standout BYOBs (Pera, Apricot Stone). With an apartment boom bringing thousands of new residents and medium incomes skyrocketing over the last decade, the affluence and density is suddenly there to potentially support something fancy like Terra Grill, whose entrees hover in the mid-$30s before you even touch the $50-plus prime steaks.

Is it a particularly adventurous place to dine? Not especially. But that may not matter. The restaurant exudes a textbook chophouse vibe, with circular booths clad in cushy black leather, a marble-topped bar, dark wood accents, walls of wine bottles, and hot pans of fresh, salt-speckled Parker House rolls served with little crocks of whipped miso-garlic butter.

There are culinary twists on classic cocktails to spark the meal, like the Quick & Dirty, an entry-level dirty martini washed with tzatziki yogurt and piqued with giardiniera brine, or the Golden Hour white Negroni, infused with red and golden raspberries as a nod to Philly’s Clover Club.

It’s the bar program’s nod to the kitchen ethos of the French-born Tourondel, a respected chef based out of New York best known for BLT Steak (which he no longer owns) and BLT Fish, which briefly held one Michelin star and is now closed. Tourondel has since evolved into a management chef for hire, having opened 58 restaurants, from Kazakhstan to Panama, over the course of his career. He now operates 12 locations under his company, from Manhattan (L’Amico) to South Beach, where we recently dined on a delicious and stylish rendition of steak and eggs for brunch at LT Steak & Seafood.

Terra Grill is large, with 139 seats inside and 50 on the patio, alongside the chef’s cozier and more casual Roman-inspired Scusi Pizza. But the menu is essentially straight off the Tourondel rack: quality ingredients in familiar dishes treated with a thoughtful flourish or a seasonal touch. In other words, something for everyone.

I especially enjoyed Tourondel’s octopus starter, coiled into a thick ring with its tentacles pointing out over a hash of crushed fingerling potatoes bright with lemon, olive oil, espelette aioli, and black dots of cured-olive purée. A baked crab cake is meaty and fresh, and fun to eat from the shell that it’s been stuffed back into.

Beside such successes, though, there are some fusion dishes that felt off-key, like the fried calamari with sweet chili dip, or the chimichurri-dabbed short ribs wrapped in bao buns whose puffy hinges had gone stale. A luxe hot dog encased in puff pastry with Gruyère and sauerkraut would have been delicious had its Wagyu dog not been so dense and rubbery. (Just as with burgers, a Wagyu pedigree does not make a hot dog better.) A tuna tartare stuffed into a flower-like bloom of shaved watermelon radishes beneath an avocado dome was flavorful and satisfying. But a mizuna salad draped with yuzu-dipped slices of yellowtail was awkward to eat and a waste of good fish.

The entrees are naturally headlined by the steaks — all high-quality prime grade (except for the Angus filet mignon) and properly cooked over the live flames of a hardwood grill, served simply with the sauce and side of your choice. The 22-ounce rib eye was the ultimate beefy cut of the four options, and also the most expensive at $98. The entry-level skirt steak wasn’t huge for $52 (and oddly, more expensive than the signature dish at Tourondel’s Skirt Steak in Midtown Manhattan), but the 10-ounce flap of black garlic-marinated beef glazed in hoisin was delicious, especially with crispy croquettes of dauphine potato puffs on the side.

Considering designer Olya Volkova’s attention to fostering the clubby comforts of a swank dining room, it’s a shame the mood is so often squashed by the glaring flash of big TVs behind the central bar. It speaks to a personality conflict this fledgling restaurant is still trying to resolve: Is Terra Grill a special-occasion destination, or a chic weekly hangout for neighbors to watch the Phillies over a $28 burger?

I’d actually come back for that prime beef burger encrusted with seven different kinds of peppercorns and topped with molten raclette cheese — if only they manage not to overcook it next time.

I can also see returning for the excellent branzino, which gets butterflied and crisped skin-side down over the wood fire and served with a seasonal garnish — a lemon-soy salsa verde in spring, and now a summery puttanesca of blistered tomatoes with capers and olives. That fish is a fair deal at $36. However, even the chef conceded the entree of head-on red shrimp was “a little small” when I sent him a picture of my plate with three crustaceans for $36.

The rigatoni in lamb Bolognese is understandably popular with Terra’s regulars, both hearty and flavorful for $28. But it also feels random on a menu that has few other Italian flourishes — even if Tourondel’s adjacent pizzeria, Scusi, is right next door.

With its blond wood, aperitivo hour, and appealing menu of salads and pies (many available by the slice), Scusi could very well be just the affordable counterpart Terra needs. But its thin-crusted Roman pies were so strangely heavy from a blend of grains, including bran, that the dough was leaden and tough. My weighty slice of sausage and pepperoni was also incinerated.

Having previously enjoyed Tourondel’s Neapolitan-style Sag Pizza in the Hamptons, I know he’s capable of good pies. But Scusi’s troubled crusts reflect one of the perils of having a remote-control chef conducting from out of state.

Even more difficult than executing recipes, though, is finding the soul of a cookie-cutter concept, such that it feels like it fits the fabric of a place. Of course, in a literal blank slate like the Piazza Alta, the right restaurant can help set that tone. I did enjoy much of my food here, including the whimsical finale of a caramel popcorn sundae with a tableside chocolate sauce drizzle.

There are good ingredients in place. And the service is friendly enough (despite some rushed pacing with the starters). But there is still a paint-by-numbers corporate energy to Terra Grill.

Maybe its stride will come with more customers: The restaurant was less than half full during my visits. Perhaps they will materialize if the neighborhood gains the kind of momentum its developers hope to conjure — including the promise of an undisclosed local star chef slated to take a prime space across from Terra. Tourondel’s restaurants alone do not carry the gravity to fully animate this recently revived stretch of Germantown Avenue, but Terra could complement a broader scene. Just like the chaotic, slow-motion traffic patterns outside the restaurant’s doors, it feels like a work in progress.

1099 Germantown Ave., 267-962-0011, terragrillrestaurant.com

Dinner 5 to 9 p.m. Sunday, Wednesday, and Thursday; until 10 p.m. Friday and Saturday. Brunch 11 a.m. to 3 p.m Saturday and Sunday.

Entrees, $28-$98.

Wheelchair accessible.

A little over half the menu items are gluten-free, with several others being easily modified with care to avoid cross contamination. Fried items are not available.

Menu Highlights: Parker House rolls; fried calamari; lemon chicken parm sandos; grilled octopus; stuffed crab cake; grilled branzino; Terra burger; prime steaks (skirt; strip, rib eye); potato puff dauphine; caramel popcorn sundae.

Drinks: Creative takes on classic cocktails with culinary twists are front and center, including a tzatziki-washed riff on a dirty martini and the rummy Crazy Bird tinged with bitter Campari. The sub-50 label wine list covers multiple styles with a balance of big names (Whispering Angel, Jordan) and lesser-known options (Decibel, Txakoli rosé). There are solid choices by the glass at $20 and under.