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Business & Tech

Four Locations in Three Years for Bubbakoo's

Eatery banking on customized burrito options made before customer's eyes

Bubbakoo’s Burritos has opened a new location at the Orchards at Dover mall, 1311 Route 37 west, marking the eatery's fourth location in three years. Opening day was yesterday.

When Paul Altero, a Brick native, first conceived of the idea for a “fun and fresh” burrito restaurant while a student at the University of Delaware, he wasn’t sure there was a market for it here at the Jersey Shore.  But, decades later, in 2008, partnered with co-founder Bill Hart of Point Pleasant Beach the first Bubbakoo’s Burritos opened in Point Pleasant. 

“After seeing national and local restaurants trying to create a ‘burrito scene,’” Paul Altero said, “Bill and I realized Bubbakoo’s would be a perfect fit for the Jersey Shore.”

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The chain took off. 

Since then, they’ve opened three stores, the latest one being the one here in Toms River.  Their other locations are in Brick and Manasquan.

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“We’re proud to be a part of the Toms River community,” Altero said.  “We hire from the local community, thus aiding in the job growth in the area.”

Bubbakoo’s Burritos works closely with its employees, customers, and neighbors to foster a community where people work, eat, and gather as a family. 

“It’s a concept Paul and I have honed as a team, for more than a decade,” said co-founder Bill Hart a native of Albany, New York.

The atmosphere is like that of a beach, with a hut where the food is prepared being the focal point of the restaurant.  Avocado-green walls, a blue ceiling to represent the sky, sand colored tiles on the floor, along with streaming videos of beach scenes all add to the ambience. 

“It was conceived to give one the feeling of being at the beach, said Altero. “But it is not just for the younger people and the skaters and surfers, it is a place for the whole family.  Everyone in the family enjoys the beach.”

Bill Hart handles the operational end of the business. Capitalizing on his culinary training and 15 years of restaurant experience he has played a critical role in the destiny of Bubbakoo’s Burritos. Bill developed his love and passion for food from his grandfather. Hart believes the success of Bubbakoo’s Burritos can be attributed to a combination of food, setting, and service.

“Our signature dishes,” said Hart, “include the Chiwawa, a seasoned rice ball stuffed with cheese and topped with chicken, beef, pork, shrimp, or vegetables; and El Hefe, a monster-sized dish whose diners are photographed for the restaurant’s wall of fame.”  

Bubbakoo’s boasts fresh ingredients and no waiting for your food to be prepared.

“We’re set up to mimic the subway shops,” Hart said. “The customer takes part in how the food is prepared.  Standing in front of the counter they move along with the person preparing the food behind the counter, directing the preparer in what ingredients to use.  By the time the customer is ready to pay, the food is finished.”

Hart said, customers appreciate the consistent, “order as you go” experience at Bubbakoo’s. Specific requests make a meal unique, and they’re encouraged by the knowledgeable staff. 

There is even a chart in the restaurant with instructions on how to eat a burrito.

Altero and Hart admit that it was risky opening a new restaurant in such a light economy. 

“It hasn’t been easy,” Altero said, “but we’re thrilled with the response of the communities to our restaurants.  It’s because of our customers that we’ve been able expand Bubbakoo’s, in the current economy, without losing sight of our brand.”

Altero believes that they are the fastest growing burrito concept restaurant, locally, with four restaurants in three years and slotting for more to come.

Altero’s and Hart’s advice to those seeking to open a new business is five-fold.

“Make sure you get your experience first,” Altero said.  “Make the mistakes on someone else’s dime.” 

Altero has 25 years of restaurant experience. Over the past 18 years, he’s held restaurant management positions at national corporations.  He and Hart worked together at Johnny Rockets.

“There we were exposed to every type of relationship in the business, all geographies, franchising, etc.,” said Altero.

“And we have experience working together,” said Hart.  “Paul was my boss.  It was a mentorship turned to a friendship turned to a partnership.”

“Go into it with a lot of experience,” Altero added.

“Secondly,” Altero said.  “You have to have super people.  And, you have to be passionate about the people who work for you.  We try to develop our people, promote from within.  We’ve had 16-year-olds who started with us and three years later at 19 they are running one of the restaurants.”

“Thirdly, the food has to be great,” Hart said.  “The quality has to be awesome, and consistent.  It has to be right—fresh and handled safely.”

“Fourth, you have to offer value,” said Altero.  “We’ve nothing on our menu over $10, except the El Hefe, which is actually a contest more than anything else. And, we have pretty good specials for students and seniors at only $5.”

“And,” added Hart, “You have to have good portions, good taste. The customer has to feel satiated, full for the price.”

“Lastly,” Hart said.  “You have to work.  You have to have a passion for the business.  You have to live it—believe in it.”

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