It’s fair to say Joe’s used to have high hopes for the New York–metropolitan–area market — 16 of its 128 locations are presently located in it. But according to today’s New York Post, the company admits its carefully crafted, witty image (the go-to spot to “take your top off” and maybe receivea casually racist place mat) isn’t scoring the requisite “urban appeal.” The confession comes just a few months after Joe’s also shuttered its location in Harlem — the city’s first to open, back in 2013. The only remaining location will be out in Elmhurst, Queens.
Robert Merritt, head of parent company Ignite Restaurant Group, says Joe’s will finally just accept its sad fate as a hokey souvenir store that also offers food. “It’s a vacation brand,” he told investors, adding, “Florida is a perfect market for us.” Read more.
