The often-disregarded gift card — traditionally the last resort to give someone when you don’t know what to give — may keep many New Jersey restaurants afloat during the state lockdown.
Restaurants across the state — from high-end haunts to pizzerias and taco joints — are offering special deals on gift cards to sustain business during the lockdown and spark it when the restaurants are allowed to re-open.
"Through these hard times we wish you health and safety and can’t wait to see you ASAP!'' 10th Ave. Burrito in Belmar posted on Facebook. "We would love if you could continue to support us through online gift card sales.''
The bar/restaurant, part of Belmar Plaza, the state’s best strip mall for food, has a generous gift card promotion out there. Buy a gift card now, and 10th Ave. Burrito will give you an extra card for half the amount when it re-opens. Buy a $100 gift card now, get a $50 gift card free later. The restaurant has sold 30 $100 gift cards since last Saturday, it says.
Co-owner Brian Katz closed the restaurant 10 days ago; pickup and delivery are not available. "It was the reasonable thing to do,'' Katz said. "We don’t want to put employees in an uncomfortable situation.''
Help Main Street! is a newly-formed group of volunteers, including Hoboken mayor Ravinder Bhalla, dedicated to keep small businesses going during the state lockdown. It lists 100+ businesses, including 30+ restaurants, bakeries and cafes, that are offering gift cards.
"Help your local business by buying gift cards to provide critical cash support during the COVID-19 crisis,'' the web site says. "America’s small businesses are the backbone of our economy.''
Ani Ramen, with two locations in Jersey City and one each in Montclair, Summit and Maplewood, is matching all gift card purchases. “There is no maximum amount,'' according to the web site. ”We appreciate your support during this challenging time and can’t wait to serve you again soon.'' All five Ani Ramen locations are closed, with no pickup or delivery.
The Crosby in Montclair — an American gastropub offering craft cocktails and "energetic nightlife'' — is bumping up the amount on their gift cards. A $50 gift card automatically becomes a $75 gift card, a $75 gift card becomes a $100 gift card, a $150 gift card a $200 card.
"During these unforeseen circumstances we are offering discounted gift cards for future use to all patrons during future dine-in reservations,'' reads a message on the web site.
Frank Anthony’s Gourmet Italian in Verona, open for pick-up (window service only) and delivery, is offering similar bumps — $10 on $50 cards, $25 on $100 gift cards, $50 on $200 gift cards.
TSTBBQ in Leonardo is taking gift card promotion a step further.
Through its Operation Gift Card program, the Route 36 barbecue joint is adding 20% to any gift card, then using all the proceeds to provide meals to the Middletown and Atlantic Highlands police departments, local EMS squads, the nurses at Riverview Medical Center in Red Bank, the Middletown Health Department, plus, so far, a dozen students in the National School Lunch Program.
To date, TSTBBQ has provided about $1,300 in gift card-generated free meals, according to owner Charles Mule.
"You get extra value on your card, we get much needed cash flow, the community gets a free meal in their time of need,'' Mule said.
Meals are delivered to a different group each day — police one day, nurses the next, and so on. Mule calls up each department or office, asks how many staffers are on duty, then packs up ribs and other items and has them delivered.
”Anyone on the front lines, we’re trying to support,'' Mule noted.
One extra bonus for buying a gift card at TSTBBQ — spend $50 or more, receive a free game of mini-golf and a roll of toilet paper. A miniature golf course is located at TSTBBQ.
The barbecue joint is now offering a novel eating out twist — parking lot dining. With permission from the local health department, it moved its inside tables to the parking lot and is allowing motorists to pull up next to a table, and eat there. Cars are kept 12 feet from each other.
"Be outdoors. See other human life forms,'' Mule posted on his Facebook page. Pickup and delivery are still available at the restaurant.
Doug Walsh, co-owner of Jersey Shore BBQ in Belmar, says gift cards "are absolutely'' helping keep restaurants going, "bringing revenue for those who can’t do takeout.''
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Peter Genovese may be reached at pgenovese@njadvancemedia.com. Follow him on Twitter at @PeteGenovese or via The Munchmobile @NJ_Munchmobile.