You’ve seen the yellow Roxy’s truck, sales you love the grilled cheese, sick and starting at the end of this month, you’ll be able to get it right here in Allston anytime you want. That’s because Roxy’s Grilled Cheese is opening their first permanent location in Union Square right between perennial local favorites FOMU and Root.
We took a tour of the soon-to-be opened location with founder/owner James DiSabatino, who gave us the background on how Roxy’s came to be and why he choose to make Allston the business’s new home. DiSabatino has literally built Roxy’s from the ground up, (he was in the process of sanding down a recently constructed table when I walked in), and if all goes according to plan, the new location should become an Allston hot spot in no time.
Allston Pudding: So first the big question that everyone is asking – when do you plan to open?
James DiSabatino: We’re looking at the last week in April right now – we think that’s pretty realistic.
AP: You started the company when you were 22?
JD: Yeah I went to Emerson, and when I graduated I applied for a few office jobs, but just couldn’t do it – I needed to find something different.
AP: So where did the food truck idea come from? I know at that time it wasn’t really a thing in Boston
JD: Yeah, it wasn’t a thing, and for me that was the thing – I thought “why don’t I start a food truck” because I didn’t know any better. I worked seven days a week throughout college, and I figured I can either try to buy a house, which didn’t make sense because I didn’t have a job, or I can try to start a business, so yeah, I bought a food truck
AP: What was the hardest part about getting the business up and running?
JD: I was just such a beginner and I just wanted to do something new and cool at any cost – and the cost was not knowing a goddamn thing about anything when I started and figuring it out as we went along.
AP: Another big question is, why did you pick Allston for the location?
JD: Honestly it just felt right. I looked around at a lot of different locations, and I think what it came down to is the fact that I don’t really know what I want Roxy’s to be when it grows up. I think that’s going to take a lot of experimenting. Allston is the type of place where I know we can put something on the menu that’s completely random and totally experimental and I’ll get honest feedback on it.
People here are good judges of character and they’ll tell you if they like something or not. It just gives us that flexibility.
AP: Do you think it will be difficult to establish yourself here?
DJ: I’m not sure – I think one of the advantages is that I live here and this is me – it’s who I am and there are plenty of people here who are like me. I’m not some big businessman moving into a cool neighborhood – so that will be an advantage I think.
AP: Will the menu at the new location be the same as on the trucks?
DJ: No, it’s going to open up a little bit – we’re going to have more sandwiches and burgers and beer and wine. And for our more popular grilled cheese, we’ve been testing out vegan versions of all of them. And they’re just as good as the real thing. We wouldn’t sell them if they weren’t – believe me, it took a long time to figure out.
AP: So what about the beer and wine license – I know it’s not a liquor license, but aren’t those really expensive?
DJ: That’s actually a really bizarre process. A while back Tom Menino set aside a bunch of licenses for areas that he wanted to develop, like Allston and Roslindale.
It actually didn’t cost us anything because we applied for a license that was up in one of those neighborhoods and we got approved for it, so we got really really lucky. We don’t have any big investors, I really just couldn’t afford one. The average cost for an actual liquor license in Boston is like $450,000.
AP: Anything else you want people to know about the new spot?
DJ: We’re going to fuck up at some point – just let us know and let us fix it. Because we have to make mistakes and they’re going to happen, and that one of the reasons we came to Allston – because if we make a mistake, no one is going to judge us, they’re just going to say “hey why don’t you try this” because this is the type of neighborhood that can be more collaborative.