Shoppers wandering through Bergen Town Center got an unexpected treat this week: free burgers, chicken sandwiches, and shakes served up by celebrity chef Josh Capon himself, as he previewed his newest fast-casual concept ahead of its opening in Paramus. Capon stopped by the mall to hand out samples from Capon's Burgers, the restaurant slated to open in late August or early September.
According to Daily Voice, Capon personally trained the new location's employees and distributed training food to shoppers, mall workers, and passersby during the visit. Kenneth Rosado, who is from Weehawken, tried the Smokehouse Burger and a chicken sandwich, and credited the burger's quality to Pat LaFrieda beef, onions, bacon, and a soft bun. Rosado told the outlet that Capon was kind enough to offer to buy him lunch, saying it was a nice gesture from the chef, and Rosado has since started following Capon's Burgers on Instagram.
Maywood resident Judy Felix, who was there with Katherine Gonzalez, tried the chicken sandwich and a chocolate shake and said the food was delicious. Caitlin Silber sampled the Classic Burger and a chocolate shake and said it was better than Shake Shack's. Capon, for his part, kept the mood casual, telling shoppers, “I love to buy people lunch.”
A Second Location, Built On A Vegas Debut
Fontainebleau Las Vegas's Promenade food hall offered Josh Capon's $13 Classic Burger, as Hoodline detailed in a broader look at celebrity-backed food halls on the Strip. The Bergen Town Center location marks the brand's second nationally. The Paramus menu will include three signature burgers, three chicken sandwiches, crispy chicken tenders, onion rings, shakes, and both waffle fries and sweet potato fries.
Capon is no stranger to Bergen County dining. He recently opened Capon's Chophouse at The Shops at Riverside in neighboring Hackensack, occupying the space once held by LT Bar & Grill, per New Jersey Monthly. Hackensack and Paramus now serve as twin nodes in Capon's growing regional footprint, giving the chef both an upscale chophouse and an accessible burger counter within a short drive of each other.
Backed By VCR Group And A Premier Meat Supplier
Capon's ventures are backed by VCR Group, the hospitality company he co-founded in 2021 alongside internet personality Gary Vaynerchuk, David Rodolitz, and Conor Hanlon. The group's portfolio ranges from the accessible burger concept now landing in Paramus to Flyfish Club, an exclusive New York City members-only restaurant that made headlines for selling access through blockchain-based NFTs before the physical venue even opened, according to the Flyfish Club. That combination of celebrity partnership and unconventional financing has fueled VCR Group's rapid expansion beyond its flagship New York projects.
The burgers themselves have been associated with Pat LaFrieda beef by one diner. Capon has built a national reputation around that patty, winning seven People's Choice Awards at the New York City Wine & Food Festival's Burger Bash. Capon's broader résumé includes television appearances. Capon has also appeared on Good Morning America, Today, Rachael Ray, Beat Bobby Flay, and Chopped.
A Historic Mall Leaning On Restaurants For Sunday Traffic
Bergen Town Center is a Paramus mall, according to Route 1 Views.
Paramus Planning Board minutes from Mar. 5, 2020, show the Bergen Town Center adapting to changing shopping habits through a Target application for four drive-up lanes. According to the Bergen County official website, Bergen is the only New Jersey county that enforces Blue Laws, and Paramus strictly observes them, making Sunday dining and entertainment especially significant for local malls. The Bergen Record reported that Paramus malls such as Westfield limit Sunday operations to dining and entertainment in accordance with the Blue Laws. According to Bergen County's official website, Blue Laws limit Sunday shopping, so major malls and other retail stores in Paramus are closed on Sundays.
Capon's Burgers' debut adds a restaurant to Bergen Town Center.
