In the kitchen: The black whale
A little taste of the interior of the Black Whale in New Bedford during dinner on Thursday.
Seth Chitwood, Standard Times
NEW BEDFORD — Renowned restaurateur Stephen Silverstein recently celebrated 30 successful years at Joe’s Original in Dartmouth. From humble beginnings in one restaurant to a thriving chain with more than 28 locations in six states, Silverstein recalled the special culture that allowed the business to grow and thrive.
To truly understand what 30 years looks like, Silverstein said the idea for Original Joe’s came about when his son, Will Silverstein, was still in the womb. This year, he also celebrates his 30th birthday.
“It all started at Dartmouth with an extraordinary group,” Silverstein said. “We all worked together under one roof and tried to build something great. And that team has stayed together to this day.”
As Silverstein reflected on his 30 years at Joe’s Original, he said he is still amazed by the dedication and talent of his team. “As I have gotten to know them over the years, they are all exceptional hospitality professionals and great people to work with and have accomplished other great things as well.”
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To celebrate this milestone, the Joe’s Original team hosted a party for guests and former employees on August 15th.
“We had a full house that night,” Silverstein said. “People were so happy to see each other again after all these years. We also brought back some of the original menu items and handed out retro T-shirts to honor our history.”
A special guest at the celebration was Silverstein’s father, Big Joe, who recently celebrated his half birthday at age 97.
“He’s been there every time Joe’s Original opened. He started this journey with me 30 years ago and now four generations of our family are in this business. It’s truly a legacy for us,” Silverstein added.
What’s happening this week as Joe’s celebrates its 30th anniversary?
Silverstein founded the first Not Your Average Joe’s in 1994. As a Dartmouth native, he said he wanted to bring his hometown a distinctive neighborhood eatery with delicious food and exceptional company.
Over the course of 25 years, Silverstein built Not Your Average Joe’s into a chain of 27 restaurants in six states. Despite the company’s growth success, Silverstein said he longed for his roots and yearned to be involved again in the day-to-day operations of a small local business.
With this in mind, he withdrew from Not Your Average Joe’s and bought back Original Joe’s.
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Through August 25th, Joe’s is offering a retro menu featuring some of Joe’s favorite dishes from the past. During this time, guests can enjoy a touch of nostalgia and win one of 30 prizes.
These prizes include two grand prizes of a $3,000 Joe’s gift card and a Big Joe VIP night with a private chef dinner at the restaurant, plus $10 and $28 Joe’s surprise gifts and Joe’s 30th Anniversary T-shirts with the purchase of any entree from the Throwback Menu.
The festivities culminate with a special birthday party on August 25th from 6-9pm. Guests can enjoy live music and enter a raffle for Joe’s birthday cake at 7pm.
What can you expect on Joe’s throwback menu?
The retro menu offers some classic cocktails, such as the Not Your Average Pink Lemonade, made with Nantucket’s 888 Cranberry Vodka, lemonade and cranberry juice with a sugar rim. Another highlight is the Caribbean Moondance 2.0, a refreshing blend of Bacardi coconut, peach schnapps, lemon and pineapple juice.
For starters, guests can indulge in the popular Coconut Shrimp, which is giant prawns rolled in coconut and served with an orange sambal dip. The Chipotle Chicken Salad also makes a comeback, with panko-breaded chicken fillets, caramelized peppered pecans, mixed greens and chipotle ranch dressing.
Main dishes on the retro menu include the Mezzaluna, a spinach and cheese-filled pasta dish with prosciutto, sun-dried tomatoes and onions in a creamy Madeira wine sauce. Another must-try is the Hawaiian Steak with sliced sirloin, chipotle, sweet potato and pineapple salsa.
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And for dessert, don’t miss the Devil’s Tower, a decadent tower of devil’s food cake, vanilla ice cream, whipped cream and drizzled with hot chocolate and caramel sauce.
What Silverstein has learned in 30 years
For Silverstein, this legacy is a source of great pride and a reason for connection and obligation to it.
“I refer to Joe’s as ‘mother’ because without the success of that first restaurant, none of our other restaurants would have existed. We are committed to our original roots and want to ensure that our company continues to be successful for generations to come,” he said.
Silverstein has also opened 40 other restaurants over the years, recognizing the importance of focusing on the local community, opening restaurants such as The Black Whale, The Sail Loft and Cisco Kitchen + Bar on the South Coast.
“I believe in investing in design and creating a stage where people are entertained. I also prefer to focus on a community that is easily accessible from my home,” he said.
“It’s incredible. I still feel like I’m learning something new every day in this crazy business.”
One of the most important lessons Silverstein has learned is the importance of focus. He used to believe that a large menu would satisfy everyone’s tastes, but now he realizes it’s more efficient to shrink the menu and offer specials to fill in the gaps. This not only reduces costs, but also leads to better execution in the kitchen.
Another important lesson Silverstein has learned is to focus on revenue and not to be too focused on controlling expenses. He said that if the restaurant is busy and thriving, additional revenue can outweigh expenses.
He also said that being near the water is magical and has a long-lasting appeal that draws customers in. This is one of the factors he looks for when choosing locations for his restaurants.
“As an entrepreneur, I’ve never seen a problem I couldn’t solve,” Silverstein said. “But the key is to stay true to your vision, especially once you’ve had success. You want to build on that.”
What’s next for Silverstein?
Silverstein isn’t done opening restaurants in the New Bedford area. His current project is opening an upscale Mexican restaurant in the National Club, just across from State Pier.
Silverstein said he recognizes the importance of investing in and developing his team – from the original 30 employees who helped launch Joe’s Original to the current staff.
“What makes these restaurants successful is the people,” he said. “You can have the best ideas, the best capital and the best vision, but without the right team it won’t work.”
Silverstein is excited about the restaurant’s future and its ability to continue to evolve and improve. He hopes that guests who visit the restaurant will continue to be delighted by the exceptional food, service and atmosphere.
“We want people to say, ‘These guys are better than ever,'” Silverstein said. “We don’t want them to think we’ve slacked off or that our other restaurants aren’t as good. We want to keep getting better.”
Standard-Times Editor Seth Chitwood can be reached at [email protected]. For more information about him, visit sethchitwood.com. Support local journalism by purchasing a digital or print subscription to the Standard-Times today.
