Customers need worth, particularly relating to on a regular basis eating places.
Individuals usually deal with particular events in another way, paying much less consideration to price, whereas on a regular basis eating selections are extra price-sensitive. This mirrors what I’ve noticed in informal eating visits over the previous many years.
Worth and value, in fact, usually are not the identical factor. That creates a problem for sit-down chains that are not vacation spot or event eating places, and due to this fact have not constructed their companies round a price proposition.
“They’re trying to aim at the average middle consumer,” Ernest Baskin, affiliate professor of meals advertising and marketing at Saint Joseph’s College, instructed WRAL. “When consumers start watching their budget, the middle shrinks.”
That places Not Your Common Joe’s, a sit-down American restaurant that is nicer and pricier than thriving chains resembling Chili’s, Texas Roadhouse, and Yard Home, in a difficult place. It is not a sequence that advertises $6 margaritas or $10.99 “3 For Me” meals with a drink, appetizer, and entree for $10.99.
As an alternative, it is a higher-end, basic American menu that is mid-priced. That is a difficult place to be within the present market, and over the previous few years, Not Your Common Joe’s has quietly reduce its restaurant areas by greater than half.
Not Your Common Joe’s has struggled
Chili’s has succeeded partially as a result of it already had a excessive notion of worth from shoppers, and it advertises nationally round its price-based offers. For a regional chain that is perceived as being a bit increased on the pricing scale, Not Your Common Joe’s has turn into a challenged model.
“In a time-starved world, people want something to be quick at an affordable price,” Brian Vaccaro, an analyst at Raymond James, instructed WRAL.
The father or mother firm not too long ago closed its Watertown Sq., Mass., location after 27 years in operation.
“Our leases are up and we have decided to not renew,” regional director of operations Sara Murtagh instructed WBZ-TV, as CBS Information reported. “We are very sad to leave after all these years.”
Extra Eating places:
- Chipotle’s new shopper technique raises eyebrows
- Burger King revives iconic youngsters’ meal toys after 22 years
- Walmart surprises buyers with daring new restaurant providing
That is not a really telling assertion, however leaving a location after that a few years means that the corporate believed its enterprise may now not help the lease.
From a peak of 25 areas, Not Your Common Joe’s now has solely 11 eating places. Its web site reveals 13, however that features two Massachusetts areas, which had been confirmed to have closed by WBZ-TV.
People have pulled again on restaurant spending.
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Not Your Common Joe’s restaurant closures
- Watertown Sq., Mass. (Feb. 2026): The Not Your Common Joe’s location in Watertown Sq. closed after 27 years in enterprise. An organization spokesperson confirmed the closure and thanked the neighborhood for its help, based on Boston.com.
- Norwell, Mass. (Feb. 2026): Not Your Common Joe’s in Norwell closed, persevering with a wave of shutdowns for the suburban informal eating chain. The Pond Road location’s final day of service was reported to be Saturday, Feb. 21, NBC Boston reported.
- Peabody, Mass. (Dec. 2025): The Not Your Common Joe’s restaurant at Northshore Mall in Peabody completely closed in late December 2025 because the chain continued to cut back its footprint, reported Boston Eating places.
- Burlington, Mass. (Dec. 2024): The Burlington, Massachusetts location shut down on the finish of 2024, eradicating one other long-running suburban Boston unit from the chain’s lineup, added Boston Eating places.
Shrinking footprint: Not Your Common Joe’s as soon as operated greater than 25 areas throughout a number of states. By 2025, that quantity had fallen to 11 following years of regular closures, based on Boston.com.
Not Your Common Joe’s isn’t distinctive
For a scratch-cook kitchen, Not Your Common Joe’s really gives good worth.
“At Not Your Average Joe’s we make everything from scratch and always use the freshest ingredients,” the chain shared on its Fb web page.
Doing that, nonetheless, prices extra money. And though shoppers could get affordable worth for the value paid, the notion of worth suffers in comparison with cheaper chains.
Clarence Otis Jr., the previous CEO of Darden Eating places, which owns chains together with Olive Backyard and LongHorn Steakhouse, defined that bottom-line value issues.
“Outback, which defined the casual dining steakhouse model in the United States, lost customers as it relied too heavily on promotions to draw diners and cut costs, while simultaneously hiking prices. Outback’s check average was $29 last year — $6 above rival Texas Roadhouse and $2.50 more than LongHorn Steakhouse,” he instructed WRAL.
“These brands got dated in terms of their menu offering, the look and feel of the restaurants, and how they reach consumers,” he added.
Within the informal eating house, chains like Not Your Common Joe’s have been harm by the state of the economic system.
“Casual dining chains typically cater to lower and middle-income families looking for a sit-down meal, but diners are abandoning these companies as their disposable income shrinks. These restaurants have been hiking menu prices at the same time their customer base has been squeezed by the rising cost of living,” CNN reported.
Since 2019, restaurant costs have elevated 34%, outpacing the general progress of inflation throughout that very same interval, based on Bureau of Labor Statistics information.
A Massachusetts native, Daniel Kline has visited lots of the Not Your Common Joe’s Eating places, which have closed.
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