Family recipes build foundation for New Jersey Shore Institution

“My parents put everything they had into the business, starting with money saved from my father’s job as a meat cutter at a Long Branch, New Jersey, supermarket,” says proprietor Joe Bossone, who runs the restaurant with the help of his wife Patti, his sister, Trish, and two of his children, Meredith and Nick.

The family still uses the traditional recipes for meatballs, tomato sauce, pizza dough, and other Italian specialties Bossone’s grandparents brought from Italy. The business is celebrating its 60th anniversary this year, and Bossone’s children are committed to the business being around to celebrate 100 years in the community.

Squan Tavern was recently honored by Jersey Shops, a New Jersey Devils program presented by Citizens to spotlight New Jersey-based businesses making an impact on the community. The honor was particularly meaningful to Bossone, a Devils season ticket holder for 33 years.

“Locals know the Devils games will always be on at the Squan Tavern,” he says.

Bossone recently talked with us to share more about the secrets to running a successful restaurant, how to retain good employees, and the importance of being a true member of the community.

Tip: Treat your employees right

Bossone has worked in the family business since he was 15. What started with a small menu of pizza and Italian specialties has expanded into a full restaurant employing 15 full-time and 35 part-time staff. He and his wife, Patti, took the restaurant over when his parents retired in October 2019.

Like many food industry businesses, Squan Tavern lost numerous staffers who didn’t want to come back after the shutdowns in 2020. Bossone knows that retaining good workers is critical for his business, and he takes steps to keep his current employees loyal.

“I do what I can to take care of them and let them know they are valued,” he says. “I realize we are who we are because of the people who work here.”

This commitment includes hosting celebrations such as a staff Christmas party, a summer picnic for team members and their families, and a private Facebook group to keep employees informed about what is happening at the restaurant. He also offers benefits such as health insurance and a commitment to closing the restaurant on major holidays.

“We know it’s important that our staff be able to spend that time with their own families,” he says. “Closing on major holidays makes sure they can do that.”

Bottom line: Good employees are one of the most valuable business assets. Communicate your appreciation by providing benefits, creating a staff-friendly schedule, and routinely thanking the people who work for you.

Tip: Support many different markets

While the restaurant’s dining room does a robust business, the last few years have highlighted the importance of offering alternatives for customers who may not want or be able to eat on site.

At this point, weekend takeout orders typically account for 30% of Squan Tavern’s business. To support this important revenue stream, the restaurant uses ChowNow’s platform to manage online ordering and delivery.

“Our pizza takeout business has always been good, but now overall takeout is a bigger part of what we offer,” Bossone says.

There is no “slow” time of year for the Squan Tavern. Its Jersey Shore location means things are hopping from Memorial Day to Labor Day. There is also an uptick between Thanksgiving and New Year’s, thanks to holiday get-togethers. The restaurant also offers a catering menu.

“We’re a family restaurant in the truest sense of the word, so people come here to celebrate,” says Bossone.

Bottom line: Support steady sales by providing a variety of ways for customers to buy from you. Multiple sales channels and different product offerings can help you deliver something for each of the many types of customers who want to buy from you.

Tip: Connect with the community

Being a part of the Manasquan community is built into the Bossone family DNA. In 1991, Dominic Bossone was a founding member of the Manasquan Tourism Commission, which was established to manage the Jersey Shore area’s profile. Joe Bossone followed in his father’s footsteps, serving on the commission for 30 years before stepping down last year. The Tourism Commission sponsors weekly concerts on the beach, fireworks, parades, a Christmas festival, and more. Joe also served as an elected councilman on the Manasquan Borough Council for 12 years, which ended in 2019.

The business itself also contributes to the Manasquan community in many ways. Squan Tavern donates gift cards to local schools and organizations for fundraisers and helps with events such as the “Squan-a-Thon," by hosting a “Dining for Dollars” day, in which 20% of the restaurant’s proceeds are donated to local pediatric cancer patients.

This past Christmas was the Tavern’s 25th year supporting the Madonna House in Neptune, N.J. With the help of customer donations, approximately $4,000 worth of toys and bikes are donated to needy families. And, in addition to its support of the Devils, the Bossone family has also held season tickets for the Jersey Shore Blue Claws minor-league baseball team for about a decade. These tickets are given out as a thank you to loyal customers and friends.

“We want to help everyone we can; we are 100% devoted to Manasquan,” he says. “Unexpected things always happen in business, and the community has been there to support us in good and tough times. We give back that support.”

Today, the restaurant is a firmly established community institution. “We were just in Florida and when I was walking along the beach wearing a Squan Tavern shirt, people would constantly yell out, ‘I love that place — we used to go there all the time when I lived in New Jersey!’” says Bossone.

Bottom line: Getting involved in your local area helps raise the profile of your business with your customers and prospects. It is also an important way to thank the people who support your company in both good and challenging times.

Do you need guidance on your small business journey? Schedule an appointment with Citizens to receive personalized assistance for your business.