To most, it’s known as the old Hamburger Hamlet spot. It’s a large, typical strip mall space that fronts Old Georgetown Road across from the Wildwood Shopping Center.
But about a year-and-a-half after the longtime Bethesda institution closed, it will have a new identity as Not Your Average Joe’s.
The restaurant chain that got its start in Massachusetts in 1994 will officially open its 23rd location at the space July 13.
On Thursday afternoon, the 6,700-square-foot restaurant was bustling with activity. The restaurant was hosting friends and staff members’ family for lunch as part of its pre-opening staff training process.
Jeff Tenner, the vice president of culinary operations for the company, said he’s already heard the stories about the Hamlet.
“We had one person who said she got engaged at the bar here,” Tenner said.
You’ll be hard pressed to recognize the old space now. Not Your Average Joe’s performed a gut renovation, completely changing the building’s look. The tan façade once adorned with a big red “Hamburger Hamlet” sign is gone, replaced by an exterior of white bricks with a square black and yellow sign.
There’s a 200-seat dining room, split into two levels. The three-sided stone bar seats about 25 and has four large flat screen TVs. An open kitchen with an EarthStone gas-fired pizza oven is located at the back of the restaurant and the finishing touches are being added to a 40-seat patio behind the restaurant, which will include an awning and greenery.
Tenner described the interior as “California industrial” or “urban rustic chic.” There’s exposed duct work, a white brick wall, concrete and tile floors, tan leather booths and red painted accents.
The moderately-priced menu is a mix of American and global dishes. Tenner described it as a “globally eclectic menu that focuses on bold flavors.” It includes burgers, a variety of salads and chicken tenders; but also Rhode Island-style calamari, ahi tuna wantons and edamame dumplings with lime-infused chili broth.
“We feel we bring that quality food you can find in a high-end restaurant, but in a casual atmosphere,” Tenner said. “You can come here in your suit, but we don’t want you to feel like you have to.”
Michael Crenny, who will serve as the chef in Bethesda, joined the company after stints at P.F. Chang’s and Legal Sea Foods, according to Tenner.
The company was attracted to this particular location because of the neighborhood density surrounding it, the traffic that passes by and a “community that will appreciate what we do,” Tenner said.
“I don’t think there’s enough great restaurants for the demand in this area,” Tenner added.
Tenner said the company—which has most of its locations in New England, with a few outposts in Pennsylvania, Virginia and one in Gaithersburg—is not done expanding in the area. He says they’re planning to open a new restaurant in Reston in November and are looking to open a location in Silver Spring next year.
All photos by Andrew Metcalf.
