CASE STUDY: Salt "Gastropub" Introduction 'Salt' is New Jersey's first gastropub, which was opened by Bradley and Laurie Boyle in April of 2008. In case you're not already familiar with the concept, a gastropub is simply a pub that serves better-than-average fare, which originated in England in the early 1990 s. " Salt Gastropub" features upscale food served in a casual setting without the pretense of a fine-dining establishment. Its menu items are complemented by its vast assortment of quality beers, wines, and specialty cocktails, all of which are reasonably priced to encourage frequent patronage. The name "Salt" was chosen after much deliberation and debate, but the idea was simple: what better way to sum up a concept that is focused on great food than to name it after the key ingredient used in all food preparations - sait. Background In 2001, Bradiey and Laurie opened their first restaurant, "Bula," in Newton, New Jersey. They owned and operated Bula for eight years before they decided it was time for a larger restaurant operation with a different concept in mind. While driving through the Township of Byram, New Jersey, one day, they discovered a "roadhouse-style" bullding that was for saie in a rustic setting with highway frontage. Bradley and Laurie seriously considered purchasing the bullding for its ideal location, architectural potential, and with hopes that they could get if for a good deal, which they did. Bradley and Laurie spent six months trying to get the approval for an SBA loan. The timing was a key factor in getting their loan approval, as the economy began to struggle shortly after. Customers and Employees Before it was Sait, the previous business was a local dive bar known as 76 ers Waterloo Inn that attracted a rough and often rowdy crowd. Bradley and Laurie wanted to cater to a completely Customers and Employees Before it was Salt, the previous business was a local dive bar known as 76 ers Waterfoo inn that attracted a rough and often rowty crowd. Bradley and Laurie wanted to cater to a completely aiflerent market from the previous concept, and they knew it would be a challenge to change the location's teputation and give people a reason to come to the estabishment. Furthermore, they wanted to be a pillar of the community, as the building is lacated in a tamily-oriented community. There is a huge emphasis placed on "the Salt family," which encompasses the staff. customers, and the community. The employees have bought into this philosophy and embrace the culture. The Mena When creating the menu, they wanted it to be approachable, with familar fiems and ingredients prepared in a unique way; all they while keeping the theme of traditional Englsh pub tare in the background. For this reason, some of their most popular items include Fish ' n ' Chips using beer-battered tilapla; Bangers and Mash using pork sausage in sweet apple gravy with creamy smashed potatoes; and garlic and rosemary marinated Hangar Steak. The key to the .

1. CASE STUDY: Salt "Gastropub" Introduction 'Salt' is New Jersey's first gastropub, which was
opened by Bradley and Laurie Boyle in April of 2008. In case you're not already familiar with
the concept, a gastropub is simply a pub that serves better-than-average fare, which originated in
England in the early 1990 s. " Salt Gastropub" features upscale food served in a casual setting
without the pretense of a fine-dining establishment. Its menu items are complemented by its vast
assortment of quality beers, wines, and specialty cocktails, all of which are reasonably priced to
encourage frequent patronage. The name "Salt" was chosen after much deliberation and debate,
but the idea was simple: what better way to sum up a concept that is focused on great food than
to name it after the key ingredient used in all food preparations - sait. Background In 2001,
Bradiey and Laurie opened their first restaurant, "Bula," in Newton, New Jersey. They owned
and operated Bula for eight years before they decided it was time for a larger restaurant operation
with a different concept in mind. While driving through the Township of Byram, New Jersey,
one day, they discovered a "roadhouse-style" bullding that was for saie in a rustic setting with
highway frontage. Bradley and Laurie seriously considered purchasing the bullding for its ideal
location, architectural potential, and with hopes that they could get if for a good deal, which they
did. Bradley and Laurie spent six months trying to get the approval for an SBA loan. The timing
was a key factor in getting their loan approval, as the economy began to struggle shortly after.
Customers and Employees Before it was Sait, the previous business was a local dive bar known
as 76 ers Waterloo Inn that attracted a rough and often rowdy crowd. Bradley and Laurie wanted
to cater to a completely Customers and Employees Before it was Salt, the previous business was
a local dive bar known as 76 ers Waterfoo inn that attracted a rough and often rowty crowd.
Bradley and Laurie wanted to cater to a completely aiflerent market from the previous concept,
and they knew it would be a challenge to change the location's teputation and give people a
reason to come to the estabishment. Furthermore, they wanted to be a pillar of the community, as
the building is lacated in a tamily-oriented community. There is a huge emphasis placed on "the
Salt family," which encompasses the staff. customers, and the community. The employees have
bought into this philosophy and embrace the culture. The Mena When creating the menu, they
wanted it to be approachable, with familar fiems and ingredients prepared in a unique way; all
they while keeping the theme of traditional Englsh pub tare in the background. For this reason,
some of their most popular items include Fish ' n ' Chips using beer-battered tilapla; Bangers and
Mash using pork sausage in sweet apple gravy with creamy smashed potatoes; and garlic and
rosemary marinated Hangar Steak. The key to the entire restaurant is the extensive beer
selection, which consists of over 70 beers to choose from, most of which are either craft or
imporked. At Salt, they make an effort not to serve mainstream beer brands; however, there are a
select few avallable for the everyday guy who yeams for the staple American brand. Sinpe
opering in Aprl of 2008, satts businnss tas grown every quarter. Ovorall, it has seen Success and
chasenges approximalely 35 peicent increase in business in the past four years, Bradey and
Laurie approxinate their succosa to "7he pertect storn' of tactoes that woeked out in their favor.
They had the fight concept for a strugging economy, combinng a reation bie price point, good
food, and a easual selting and tive entertaininent, all of which rosulted in a desirable experience.
Most a casportant, they embedded themseives in the communty, and the community embraced
them in retum by supporting their business. Finaly, they maintained an acthe presence through
advertising, social media, and partipating in various events to give the restaurant recognition. in
2010, Bradiey was featured as a contestant on Food Netack's hit velevision show Chopped,
which gave the restaurant instant notoriety and signiticantly increbsed demand. Braciey and
Lautie have faced virious chatenges over the past tour years at Salt. One of the braghest

2. challenges has been handing the various customer conceens that arise. There is curtently a notion
in the hospitaity industry that "the customer is always right. "This can be difficult because
custorers can be extremely demanding. and the fact is that they are not aiways right. The Boyles
have stated, 'We have had suggesbons on colors we should paint the a.ways right. The Boyles
thave stated, the of musio we should have, the beers we should serve, the uniotme we should use,
the hours wo should be open, to lust about anything you can imagine. We love the supgestions,
and get a kick out of a lot of them . . but Salt was a well-thought-out concept that had been
developed over years, and we are what we are and always attek to our guns " 52 . Questions 1)
What is a "GastroPub* 150 words 2) Tell me something about the "Food Network" and the
program called "Chopped". 150 words. 3) Briet history of "Salt Gastropub" 150 words 4) What
elements of the menu do you think have contributed to the restaurant's overall success? 5) How
can the owners further improve the menu? 6) In their previous restaurant, Bula, Bradley, and
Laurie offered bread service with their meals. They used a local bakery and served artisan
breads. When they opened Salt, they took this into consideration to determine whether they
should offer bread service. 7) Do you think it is a good ldea to serve bread at Salt? Why or why
not?