Bex, Reinvented

The Bex storefront, which began in 2011

Bex is back! (Although we were always here.) 

In business since 2006, Bex has been a success story in perseverance. The restaurant industry is one of the hardest to survive in and turn a profit. High overhead, competition, economic downturns, and unexpected events (such as pandemics) make it a field in which one has to be flexible and persistent. Chef Becky has a sports background in soccer, so is well-versed in winning and losing–  and keeping at it. But it’s hard to understand the restaurant world if your only vantage point is as a customer/patron. The restaurant industry is a 70 billion dollar industry, a significant facet of the American economy. It’s harder than it looks. 

The Backstory

Chef Becky began Bex out of her home in 2006. In 2009, she landed a gig making food for Ralph Lauren that put her on the map with photo shoots and special events producers. In 2011 she was able to open the brick & mortar Bex restaurant location in Califon, NJ. Many businesses fail in their first year, but Bex has been around for 17 years. Many people have business ideas or initial enthusiasm, but far less put in the hard work, innovation, and weathering of ups and downs that a successful small business entails. Small businesses are the backbone of America, as they aren’t large enough to be bailed out when the economy dips, but provide jobs, tax revenue, and services that often make or break small towns. 

The Emerging Future 

Younger generations place far more importance on the connection between ethics/values and business, so Bex has kept pace with

Bex serves the area’s cycling community and Columbia Trail enthusiasts

sustainability efforts, rapidly shifting social dynamics and politics, and how the covid pandemic (2020 – 2022) radically reshaped American culture. Restrictive, confusing, and ever-changing government mandates meant Bex had to pivot during the covid years, but the Chef’s business still turned out a great product with consistency. A labor shortage during the pandemic saw the Chef much like a one-man band at times, with help from a small, dedicated staff, cooking, answering the phone, making deliveries, running the business, and dealing with all the little details that are the harsh reality of small businesshood. As AI and automation loom as the way of the future, the Chef is in the process of keeping up with technology, an ever-faster-moving world, and consumer demand for healthy, affordable, ethical products. 

At the Local Level 

Bex is still putting out great products as always, but it’s important to understand how the restaurant industry has changed significantly in the last few years – from a restaurateur’s POV. There’s no way around it: inflation in the wake of covid has driven up prices across the board. Regardless of the causes of this inflation or blame-shifting, the culinary industry has been hit hard, as food involves the supply chain, human resources, weather, government regulation, automation, shifting consumer behavior, and a host of other issues. Bare shelves and shortages impacted small businesses just as much as the average American at the store. Since Chef Becky cooks from scratch, uses only the finest ingredients, and adds her artistic signature to presenting her food, it is a process that comes at a certain expense. 

We at Bex value your patronage, patience, support, and feedback over the years. We look forward to nourishing you and meeting the challenges ahead!