03 Oct Looking Toward the Future at Toast City Diner
Since 2007 when the first Toast City Diner opened in Montclair, the brand has gained a “cult-like” following. The restaurant’s emphasis on quality food, approachable atmosphere, and fair prices has earned the business a notable reputation. Whether individuals have dined at a Toast or not, it’s a name that consumers remember.
“We’re unique because I’d say we operate a 90% scratch kitchen,” said Amy Russo, founder and owner of Toast. “That means that we don’t buy pre-made salad dressings, we don’t buy cooked corned beef, we make our own mozzarella, and we make our hollandaise fresh every day multiple times a day, even though Adam might want to shoot me for that as we grow [laughs].”
All in one remark, Russo revealed the restaurant’s biggest differentiator as well as the team’s newest challenge to overcome. The team’s quality and hands-on approach has earned them loyal customers in three notable North Jersey towns. They will walk a fine line to create new efficiencies to grow the business.