Not Your Average Joe's
Not Your Average Joe's is an American casual-dining restaurant chain founded in Massachusetts and focused on approachable American cuisine.
Last updated August 31, 2026
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Overview
Not Your Average Joe's is an American casual-dining restaurant chain headquartered in Milton, Massachusetts. The brand operates primarily in the Northeastern and Mid-Atlantic United States, with restaurants in Massachusetts, Maryland, New Hampshire, Pennsylvania, Rhode Island, and Virginia. Its menu is centered on familiar American restaurant categories, including seafood, sandwiches, pasta, pizza, and other broadly accessible dishes. The chain combines dine-in service with takeout, delivery, and catering, and its restaurants generally include a full bar, open kitchen, outdoor seating, and a gas-powered brick pizza oven. The business was established in 1994 by Steve Silverstein, a member of a Dartmouth, Massachusetts, retail family. The Silverstein family had operated Silverstein's Clothing Store since 1900, but Steve Silverstein, who had worked in public accounting and as a chief financial officer in Aspen, Colorado, identified an opportunity for an affordable, polished restaurant serving suburban customers in the New Bedford area. He opened the first Not Your Average Joe's on State Road in Dartmouth. The name was intended to distinguish the concept from large national casual-dining chains while retaining a familiar, accessible identity. The early restaurants used a global-village coffeehouse aesthetic and served standard American food with modest variations. Over time, the design evolved toward an industrial-chic style. By 2000, the company had five Massachusetts locations. Expansion accelerated during the following decade, reaching 17 restaurants by 2011 and extending beyond Massachusetts into Maryland and Virginia. In November 2012, the company obtained a growth investment from Bruckmann, Rosser, Sherrill & Co. through the issuance of convertible preferred stock. The investment was intended to support further expansion in the Northeast. The chain continued to add restaurants during the 2010s. Aaron Chambers, previously associated with Daniel Boulud's Dinex Group, became vice president of culinary and executive chef in 2016. Peter D'Amelio, whose earlier experience included The Cheesecake Factory and Cooper's Hawk Winery & Restaurants, joined as president and chief operating officer in September 2017. By 2018, the chain had reached a reported peak of 27 locations, with its footprint extending into Rhode Island, New Hampshire, and Pennsylvania. Leadership and ownership arrangements changed in 2018. Silverstein retired as chief executive officer in March of that year to pursue other restaurant ventures in the South Coast region of Massachusetts. D'Amelio was promoted to chairman and CEO in April. Later in 2018, Silverstein reacquired the original Dartmouth restaurant and relaunched it independently as Joe's Original. Although Joe's Original retained a menu similar to that of Not Your Average Joe's, it was no longer part of the chain. The company subsequently faced the pressures affecting many casual-dining operators, including intense competition, market saturation, and the operating burden associated with expansion into newer territories. The Gaithersburg, Maryland, restaurant closed in July 2019. The COVID-19 pandemic further affected the chain, and several Massachusetts restaurants, including locations in Arlington, Burlington, Methuen, Randolph, and Seekonk, closed during the early 2020s. Between 2019 and 2024, the chain reduced its footprint substantially, from roughly 26 locations excluding Joe's Original to approximately 14. The company remains active as a privately held regional restaurant business.
History
Not Your Average Joe's grew out of the Silverstein family's long association with retail in Dartmouth, Massachusetts. In 1900, Lithuanian immigrant Barnet Silverstein established Silverstein's Clothing Store. The business later passed to his son, Harry Silverstein, and then to Harry's sons Joe, Louis, and Bernard. Harry's grandson Steve Silverstein began his professional career in public accounting in Boston and later served as a chief financial officer in Aspen, Colorado. When he returned to the family business in 1993, he identified what he regarded as a gap in the market for affordable, full-service dining in suburban New Bedford. Silverstein opened the first Not Your Average Joe's on State Road in Dartmouth in 1994. The name was designed to differentiate the concept from both ordinary neighborhood restaurants and standardized national casual-dining chains. The initial menu focused on familiar American food with small variations intended to make the offering distinctive without making it inaccessible. Early units used a global-village coffeehouse design, while later restaurants adopted a more industrial-chic appearance. The concept expanded steadily within Massachusetts. By 2000, it had five restaurants. During the following decade, the chain moved beyond its home state, entering Maryland and Virginia and reaching 17 locations by 2011. In November 2012, Bruckmann, Rosser, Sherrill & Co. made a growth investment through convertible preferred stock. The transaction supplied capital for further development in the Northeast, although the available reference material does not specify the investment amount or detailed ownership percentages. Management was broadened as the company expanded. Aaron Chambers joined in 2016 as vice president of culinary and executive chef, succeeding Jeff Tenner. In September 2017, Peter D'Amelio became president and chief operating officer. D'Amelio brought experience from The Cheesecake Factory and Cooper's Hawk Winery & Restaurants, while Chambers had previously worked with Daniel Boulud's Dinex Group. Not Your Average Joe's continued opening restaurants and reached a reported high point of 27 locations by 2018, with restaurants in Massachusetts, Maryland, Virginia, Rhode Island, New Hampshire, and Pennsylvania. A significant leadership transition occurred in 2018. Silverstein retired as CEO in March to pursue independent restaurant ventures in the South Coast region of Massachusetts. D'Amelio became chairman and CEO in April. Later that year, Silverstein reacquired the Dartmouth location where the concept had begun and renamed it Joe's Original. That restaurant operated independently, despite retaining a menu closely resembling Not Your Average Joe's. Silverstein subsequently developed other independent restaurant interests, including The Black Whale, The Sail Loft, and Cisco Brewers Kitchen & Bar; these businesses were not affiliated with Not Your Average Joe's. The chain encountered mounting pressure from competition and saturation in the casual-dining market. Expansion into additional states increased the operating footprint, while the financial obligations associated with the private-equity investment added pressure during a more difficult trading environment. The Gaithersburg, Maryland, restaurant closed in July 2019. The COVID-19 pandemic intensified the sector's challenges, and the company began closing additional units in the early 2020s. Among the reported closures were restaurants in Arlington, Burlington, Methuen, Randolph, and Seekonk, Massachusetts. From 2019 through 2024, the chain's total number of locations fell by 13, from approximately 26 restaurants excluding Joe's Original to approximately 14. The surviving business remained a regional operator rather than a national chain. Its operating model includes dine-in service, takeout, delivery, catering, digital ordering, and loyalty-program activity. Restaurants generally include a bar, open kitchen, outdoor seating, and a gas-powered brick pizza oven. Units average about 7,000 square feet and approximately 200 seats according to the reference material. The chain's current identity is therefore that of a smaller Northeastern and Mid-Atlantic casual-dining group built around standardized American fare, neighborhood accessibility, and a full-service restaurant experience.
- 2024
Footprint reduced from its pre-contraction scale
[1]The chain had closed 13 locations between 2019 and 2024, leaving approximately 14 restaurants according to the reference account.
- 2021
Additional Massachusetts closures
[1]Several Massachusetts restaurants closed during the pandemic-era contraction.
- 2019
Gaithersburg location closes
[1]The Maryland restaurant closed on July 27, 2019.
- 2018
Chain reaches reported peak of 27 locations
[1]The company reached its reported maximum footprint while expanding across several Northeastern and Mid-Atlantic states.
- 2018
Founder leaves CEO role and Dartmouth restaurant becomes Joe's Original
[1]Steve Silverstein retired as CEO, and later reacquired and independently rebranded the original Dartmouth restaurant as Joe's Original.
- 2017
Peter D'Amelio joins executive management
[1]Peter D'Amelio was appointed president and chief operating officer.
- 2016
Aaron Chambers becomes culinary leader
[1]Aaron Chambers joined as vice president of culinary and executive chef.
- 2012
Growth investment secured
[1]Bruckmann, Rosser, Sherrill & Co. invested through convertible preferred stock to support further expansion.
- 2011
Expansion reaches 17 restaurants
[1]The chain expanded beyond Massachusetts into Maryland and Virginia and reached 17 locations.
- 2000
Chain reaches five locations
[1]The company had grown to five restaurants, all in Massachusetts.
Products and positioning
A regional, full-service casual-dining brand offering approachable American food in a polished but informal setting. The concept emphasizes broad menu appeal, neighborhood accessibility, bar service, open kitchens, and an industrial-chic restaurant environment rather than fine dining or highly specialized cuisine.
Main courses
Seafood menu
Seafood is one of the chain's principal menu categories, forming part of its broadly accessible American dining offer. The seafood selection is positioned alongside pasta, sandwiches, and pizza rather than as a specialized seafood-only concept.
Main courses
Sandwiches
Sandwiches are a core casual-dining offering intended to provide familiar, flexible choices for lunch and dinner. They sit within the standardized menu used across the chain's restaurants.
Main courses
Pasta
Pasta is included among the brand's major American-Italian-influenced menu categories. It contributes a familiar, approachable option within the chain's mixed menu of seafood, sandwiches, pizza, and other American dishes.
Main courses
Brick-oven pizza
Restaurants feature gas-powered brick pizza ovens, making pizza a visible part of the dining concept. The offering supports the chain's casual, broadly appealing menu and open-kitchen restaurant format.
Restaurant service
Complimentary focaccia bread service
The brand provides complimentary bread service consisting of caramelized onion focaccia and seasoned olive oil. This service is part of the standard hospitality experience described for its restaurants.
Brand decisions
2021
Reduce the restaurant footprint during the pandemic-era downturnStrategyBackground
The chain faced pandemic-related disruption and broader pressure in the casual-dining sector.
Action taken
The company closed multiple restaurants, including locations in Arlington, Burlington, Methuen, Randolph, and Seekonk, Massachusetts.
Aftermath
The closures were described as part of an effort to preserve the viability of the remaining chain. The overall footprint later declined by 13 locations between 2019 and 2024.
2018
Transfer chief executive responsibilities to Peter D'AmelioOtherBackground
Founder Steve Silverstein retired as CEO while the chain was at or near its largest reported footprint.
Action taken
Peter D'Amelio was promoted to chairman and CEO.
Aftermath
Silverstein remained separate from the brand and developed independent restaurant ventures, while Not Your Average Joe's continued operating as its own regional chain.
2018
Reacquire and rebrand the original Dartmouth restaurantM&ABackground
The original Dartmouth unit was associated with the founder and was separated from the broader chain after his departure as CEO.
Action taken
Steve Silverstein reacquired the location and relaunched it as Joe's Original.
Aftermath
Joe's Original operated independently and was not affiliated with Not Your Average Joe's, although the two restaurants had nearly identical menus.
2012
Accept growth investment from Bruckmann, Rosser, Sherrill & Co.StrategyBackground
The company sought capital to continue expanding its regional restaurant footprint.
Action taken
Not Your Average Joe's issued convertible preferred stock to Bruckmann, Rosser, Sherrill & Co.
Aftermath
The investment supported continued expansion, which eventually took the chain to a reported peak of 27 locations in 2018. The source does not provide the investment amount or detailed financial outcome.
Sources1 sources
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