Celebrity chef Bobby Flay was at MarketFair Mall Tuesday, personally opening his fourth New Jersey location of Bobby’s Burger Palace.
“At any time of year, my favorite thing to eat is a cheeseburger,” Flay said.
In fact, when he and his colleagues in the restaurant business used to go out after a long day of work, they didn’t seek nouveau cuisine.
“We were never looking for foie gras or caviar, we always wanted comfort food,” Flay said. “I always ordered a burger and I thought ‘Wouldn’t it be cool to have my own burger place.’”
His dream came true in 1998, when he launched Bobby’s Burger Palace, which now has 11 locations across the U.S.
The 73-seat casual burger restaurant on Route 1 in West Windsor is named after Flay, a chef, restaurateur, cookbook author and TV personality. He is best known for his television shows and the shows he participates in on the Food Network, including Throwdown with Bobby Flay, Bobby Flay's Barbecue Addiction and Iron Chef America.
The restaurant centers on a simple concept: offering burgers, French fries and milkshakes. The burgers are made from Angus beef and cooked to order on a griddle. Turkey burgers and chicken sandwiches are also available.
Burgers on the menu are inspired by geography. There’s a Philadelphia burger with provolone cheese, onions and red peppers. There’s a Buffalo-style burger with hot sauce and blue cheese dressing. Burgers cost between $6.75 and $7.75.
The restaurant features Flay's signature burger, the Crunchburger, featuring potato chips on top of the burger inside the bun.
All burgers can be “crunchified,” with potato chips on them. Flay said he didn’t invent the idea, but did trademark the word.
Doors at the restaurant in West Windsor opened at noon Tuesday, but by 11:30 a.m., there were about 100 people already lined up outside.
The other Bobby Burger Palace locations in New Jersey are in Eatontown, Paramus and Cherry Hill.
BBP Princeton is open Monday through Thursday 11 a.m. to 10 p.m.; Friday and Saturday 11 a.m. to 11 p.m. and Sunday 11 a.m. to 9 p.m. Takeout is available.