Eatery wants customers to smile

Eatery wants customers to smile

(April 18, 2014) JoAnn Mileski’s motto is, “You’re supposed to come to Ocean City with a smile on your face,” and she and her husband Jack stand testament to that.

Jack’s Lobster Rolls owners Jack and JoAnn Mileskie are happy to open their new restaurant on Second Street, one building back from the Boardwalk. They launched the business April 1 with their signature dish, Maine lobster on a split-top roll topped with butter and Crabby “J” Spice. (Clara Vaughn | Ocean City Today)

The duo opened their Jack’s Lobster Rolls on Second Street April 1 and have been dishing up their signature dish ever since.

The idea is to “keep it simple,” Jack said, and with a healthy portion of Maine lobster on a split-top roll, topped with butter and with Crabby “J” Spice, he’s achieved just that.

From across the bridge, the Mileskis got their inspiration from D.C.’s food trucks. JoAnn, like many, seeks out the lobster rolls that make their way across the city.

Lifelong visitors to Ocean City, the couple was waiting for a similar dish to debut in in the resort, but it never did.

“We didn’t see it happening, so we ran to it,” she said.

The pair took to work on their signature product, using a “panel” of family test tasters to perfect their lobster roll. About 10 iterations later, they landed on the dish visitors can now buy in the Second Street shop.

For $18, customers get a lobster roll — topped with a hearty portion of sweet Maine lobster — with chips, a pickle and a drink. There’s also a fresh fruit bowl made with locally grown produce and PB&J for kids — but the focus is on the lobster.

“We make one thing and it’s very good, and that’s what we’re known for,” Jack said. “I think we’re different.”

Jack’s Lobster Rolls also has an attached gift shop that sells beach-friendly products such as “spikers” to keep cell phones or drinks out of the sand. The business carries ice for customers eager to get back to the beach.

The food can be ordered to go or eaten in the beach-themed restaurant.

Jack’s Lobster Rolls is open on Second Street, behind the Ocean Gallery on the Boardwalk, from 11 a.m. to 7 p.m. daily. It will be a summer business, with a Sept. 26 closing date in mind, Jack said.

As JoAnn put it: “You’re on vacation, so why not have lobster?”

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