Stoked for Success: Surf Taco of New Jersey
The Sheetrock covering the walls inside Surf Taco in Point Pleasant Beach, New Jersey, was obviously not done by a professional. It's really rather rough looking. And those big fat TVs mounted on the wall are so outdated. In fact, the entire restaurant appears to be not much more than a shack.
And that's the exact look that owner Rob Nagel is going for. This was the first of what has grown to nine locations of Surf Taco on the Jersey Shore, and Nagel is the first to admit that he and his business partner, Ed Pierce, didn't have a clue as to what they were doing when they opened in 2001.
"We did the Sheetrock ourselves to save money, and now the roughness of it all is part of that location's unique personality," Nagel says. "My staff there thinks I should upgrade the TVs and improve the Sheetrock, but I have no intention of touching it."
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