After 20 years in the breakfast business, RJ’s Bagels’ owner Joel Leibowitz knows how to make a mean wrap.
So the “Heart Attack” is true to its name, with its many greasy-breakfast ingredients.
“It has bacon, pork roll, sausage, eggs, cheese and home fries all in a wrap,” Leibowitz said. “It’s pretty intense.”
It’s no wonder, then, that the late-night delivery sandwich service, the Fatshack, joined RJ’s location two years ago. The two businesses are more popular than ever, and Leibowitz has decided it was time to expand the Ewing location.
“We want to expand and put in tables,” said Leibowitz. “Especially with the Fatshack, we need a bigger space.”
Leibowitz’s business has two locations: one in Yardley, Pa. and the original shop in Ewing. Leibowitz has been thinking about expanding his Ewing location for years. After buying some of the space from the neighboring store this past winter, RJ’s has been working on installing new counters, ovens and dessert cases, along with space for eat-in table and chairs. Leibowitz hopes to be finished with the renovations by July.
“We want to offer more,” Leibowitz said. “Almost like a diner, but better. I’ve been doing breakfast and lunch forever, so I want to do dinner, too. We’ll also offer desserts—cookies, brownies, maybe some cheesecake.”
RJ’s daily hours have been extended, too.
Leibowitz said the store will be open later coinciding with Fat Shack, until 9 p.m. Monday through Friday, 10 p.m. Saturdays and 8 p.m. Sundays.
Leibowitz said the hour change will help the business to reach a larger demographic, such as students from The College of New Jersey and Rider University, who are just minutes away.
Although there are many other restaurants and specialty-food spots in the Serenity and Birmingham Plaza, Leibowitz said the other businesses are happy for RJ’s as it might even generate customers for them.
RJ’s manager Brett Noonan has been with the shop since he was in high school and became full time three years ago. Noonan believes the expansion will be successful.
“With the expansion, I bought in and became a type of partner,” said Noonan. “There’s a whole other part of the business that we haven’t tapped in to yet, and once we get tables, I think it will really help us out with different types of customers.”
RJ’s currently is working to advertise via social media, such as Facebook and Twitter. Leibowitz is pushing to get the word out about the expansion to those beyond his business’s current customers. With its inexpensive prices for its wide array of foods, Leibowitz believes that’s what brings its customers back and could generate new business easily.
“Our customers want to see us expand,” Leibowitz said. “Our food is inexpensive. A bagel and cream cheese is just $1.87. I think that’s what makes us different. I can’t imagine our new menu of lunch and dinner being expensive at all. Our business is pretty good already, but the expansion should help us be more successful.”
RJ’s Bagels is located at 1400 Parkway Ave. in Ewing. For more information, call (609) 530-1700. Find RJ’s Bagels on Facebook at RJ’s Bagels (Ewing store) and on Twitter @RJ’s Deli.
