New Brunswick Restaurant Week an Invitation to Sample City's Diverse Food

Recently Opened Smashville Will Surely be a Popular Stop for Foodies

Owner Omar Habib describes this spring’s soft opening of the fast-casual restaurant at 377A George St. as “absolute bedlam,” with lines of diners hungry for burgers made with flat halal patties like the ones he used to make for his family and the type of hot chicken that was popular in his native Texas.

“During that first month, I want to say people waited anywhere from 30 to 45 minutes to place an order, and then by the time they got to the front, I would tell them, ‘Your food is going to take at least 45 minutes to come out,’” said Habib, who came to New Jersey about two years ago. “That was on pretty much a daily basis. On the weekends, up until about a month ago, that’s what it was, too. We’ve hired more people since then and added more space to the kitchen. We’ve added more equipment and that’s really helped.”

Smashville will surely be a popular dining destination during New Brunswick Restaurant Week, which starts Saturday, July 9.

Restaurant Week will actually run 16 days, through July 24, and the City Center restaurants have cooked up special offers to invite diners to sample the wide variety of dining choices.

With some restaurants offering prix fixe dinners, others offering discounted meals, and still others offering complimentary desserts, Restaurant Week is an invitation for foodies who have always wanted to try the steak pizzaiola at Catherine Lombardi, a steaming plateful of seared diver scallops at Salt or a hearty bowl of pho at Indochine.

Diners will immediately notice that Smashville has a fun, young vibe, with its graffiti-inspired décor and thumping rap music. The food seems to be a hit with customers ranging from Muslim families looking for a halal fare to Rutgers students craving a Chicken Sammy smothered in Comeback Sauce. Starting next week, they can wash it down with signature milkshakes.

Although halal meat is pricier because of the care put into its preparation and the price of chicken has almost doubled since the restaurant’s conception, Habib has been able to turn to his uncle/partner for guidance. After all, Syed Masood Ali also owns Chai Chenak (Pakistani) and Jinsoy (Chinese fusion) on George Street.

“I said to him, ‘You have two nicer restaurants. I think you should do a fast-casual concept. I think it would do really well here,’” Habib said.

City Center New Brunswick will also be running three contests during Restaurant Week.

There will be a rewards program for diners who eat out five times at participating restaurants will be able to enter for a chance to win New Brunswick gift certificates from local restaurants.

The Tweet from Your Seat contest encourages diners to share photos of their New Brunswick Restaurant Week experience for a chance to win gift certificates to their favorite local spots.

The Gift Certificate Sweepstakes is a chance for diners to enter to win free gift cards from participating shops and restaurants as part of New Brunswick's Restaurant Week.

Click here for contest details and a list of participating restaurants and shops. 

Story by: Chuck O'Donnell