Tony Herndon, owner of Joe Loves Lobster Rolls food truck, has announced plans for the opening of a brick-and-mortar location in the Brunswick County town of Boiling Spring Lakes.
 
Herndon launched his food truck in March last year and gained a loyal following almost immediately.
 
With a simple menu of buttered lobster rolls accompanied by pineapple slaw or Cape Cod potato chips, Joe Loves Lobster Rolls offered a product that couldn’t easily be found anywhere else in the region.
 
Prior to his arrival on the Wilmington food scene, Herndon operated one of the first permitted food trucks in the Savannah, Bluffton and Hilton Head areas of South Carolina, as well as brick-and-mortar locations in Ridgeland, South Carolina, and in the Florida panhandle.
 
Herndon said it has always been a part of his business plan to develop a franchise package that would include a restaurant and food truck. With this location he hopes to establish a general partnership with a potential franchisee over the next year, eventually turning over the business over to them. Herndon will then focus on bringing the franchise to areas of the South that do not have access to fresh seafood.
 
“I plan to target markets where I can continue to provide a product that no one else is offering,” Herndon said.
 
The menu at the Boiling Spring Lakes location will include not only Joe’s famous lobster rolls but other lobster creations such as tacos, Reubens and macaroni and cheese. Also on the menu are Ipswich whole belly clams, calamari, alligator and a variety of game meats such as house smoked wild boar, venison, bison and elk. Herndon will also serve traditional Philly cheesesteaks and New York Reubens with homemade pickles. Beer and wine will be available.
 
Herndon said he brings in only fresh seafood, stating that his restaurant will not even have a freezer, and is working with purveyors to source all of his produce from within 100 miles. His new space will seat around 20 guests, and carryout and catering will be available.
 
Set-up for the restaurant is now underway and pending all final inspections and permits, Herndon said he hopes to open by the second week in April.
 
Joe Loves Lobster Rolls will be at 3148 George II Highway #3 and be open Thursday through Sunday to start, with possible additional hours during the summer season.
  
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