By Jacquelyn Pillsbury
Ewing High School alumni Brett Noonan and Jerrel Nowell turned their after school jobs into businesses. Both started working for Rick and Joel Leibowitz at RJ’s Café Bakery and Deli in the Birmingham Plaza, located near Marrazzo’s Thriftway, as a way to earn money during high school.
While attending college in Maryland, Noonan came home on weekends to continue working at the bagel shop. Eight years later when he was offered the opportunity to become a co-owner, he accepted it.
Nowell’s path took a little longer. He started working for the Leibowitz brothers in 2002. After 6 years, he moved on only to return in 2013 when he, too, was offered the “chance came to partner up with a friend.” Spend any time with these two, and their friendship radiates through the interaction.
In 2010, Tom Armenti, founder of Fat Shack, partnered with RJ’s Bagels to fill the void of available late-night food options in the area, while using a space that was normally closed during those hours.
Rick and Joel Leibowitz (who continue to be co-owners of both businesses) saw an opportunity to expand the hours of the bagel shop while also reaching a different customer base.
Fat Shack’s tagline is, “Late night done right.” Open six days a week (closed Sunday), from 7 p.m. until 3 a.m. on weeknights and 4 a.m. on Saturday, Fat Shack serves a late night crowd consisting of college students, police officers, municipal workers and anyone hungry late at night, including some of their former Ewing teachers.
Fat Shack has since expanded their business model into Colorado, with restaurants in Boulder, Denver and Fort Collins.
Today, Noonan manages the 5:30 a.m. to 3 p.m. daytime crowd serving coffee, bagels, and sandwiches. Four hours later, Jerrel Nowell reopens the shop to sell Fat Sandwiches, Shackers, and munchies. It closes again for a couple of hours while they make bagels and set up for the morning crowd. It is a recipe that works for them.
“We are more than bagels,” said Noonan of RJ’s. “We have daily lunch specials, a deli, and lottery tickets.” They are installing a new coffee bar with different types of coffees, flavored coffees, iced coffees, espresso, and teas. In the morning “much of our business is to go.” Thanks to their 2012 expansion, both indoor and outdoor seating is available.
Everything on their daytime menu is available at night, and vice versa.
Noonan says their breakfast wraps, especially the Heart Attack (sausage, bacon, pork roll, eggs, cheese and home fries) are very popular.
Nowell, a vegetarian, pointed out their meat-free options, including the Black Bean Fat Sandwich, an item not on the printed menu, but one they will make upon request.
The late night crowd also differs in that they are more likely to dine in the restaurant or have their food delivered. They come in for the Fat Sandwiches. The Fat Roscoe (cheesesteak, chicken fingers, mozzarella sticks, french fries and honey mustard), named for The College of New Jersey’s mascot, is one of the most popular.
To be non-partial, the Fat Bronc (chicken fingers, mozzarella sticks, french fries and marinara sauce) is named after Rider University’s mascot. Other sandwiches, including the Fat WonderGem (chicken fingers, mozzarella sticks, onion rings, french fries and golden honey-BBQ sauce), are named after customers.
Both RJ’s C and Fat Shack offer online ordering and delivery service within the Ewing area, including The College of New Jersey (TCNJ) and Rider University.
RJ’s Café Bakery and Deli and Fat Shack, 1410 Parkway Avenue. Phone: (609) 530-1700. RJ’s on the web: I8at.com/RJs. Fat Shack on the web: fatshack.com.
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