Your Average Joe's, Steve Silverstien's five unit operation
is building up a "not your average track" record
as a casual concept offering diners upscale, affordable
food in the suburbs. With this approach , Not Your Average
Joe's has been defining a new niche in the restaurant
industry since it first opened its doors in Dartmouth
Massachusetts, in 1994.
Not Your Average Joe's has grown at a rapid pace, the
1994 unit opened and beat its projected revenues by
almost 50% and the trend has continued. 2001 will see
the birth of two more units bringing Joe's empire up
to eight restaurants.
Silverstien grew up in Dartmouth knowing that one day
he would take over
the family's century-old retail clothing store. However
he was drawn to restaurant management. Continually disappointed
by the level of service, the variety and quality of
food available he came upon the concept that would be
Not Your Average Joe's; Good Food Cheap. The
concept does not just stop at the food and service.
Working with a cost plus program Silverstien devised
a three tier wine list "Chateau Joe" in which
wines were either $14, $18 or $24(per bottle). Wine
by the glass starts at $3.95 and never exceeds $6.95.
The real winning feature of the wine program is the
intimidation factor has been removed and the wines categorized
as "good Joe, great Joe or exceptional Joe"
there are also a few "extraordinary Joe" selections(
Opus One only $95).
menu encompasses American Regional cooking, offering
Cajun, Tex-Mex, Pacific Rim and Californian dishes.
The culinary team is headed by Terrence Bell-Director
of Culinary Operations and Christopher Bodington. Between
them they maintain the menus which range from pizzas
and pasta to more upscale items of Wood Grilled Sushi
Grade Tuna on wasabi mashed potatoes and tobiko caviar
or Choice Sirloin with shallot sage butter and fried