The Middletown Press (Middletown, CT)
BURGERS, WINGS AND CAFFÈ LATTES
Tried-and-true eateries to soon join city’s restaurant central, including Durham couple’s burger joint
MIDDLETOWN >> Three new fast-food favorites —Wing It On, Starbucks and Wayback Burgers — are coming to town.
In late March, a Wayback Burgers, owned and operated by local franchisees, Michael and Jessica Light of Durham, will open at 170 Main St. The 18th Wayback in Connecticut will host a formal ribbon-cutting in April.
Jessica Light said Wayback Burgers will offer crispy and grilled chicken sandwiches, veggie burgers, turkey burgers, fresh salads and “delicious sides, including fries, onion rings and house-made chips.” Wayback President John Eucalitto said in a statement, “With steady debt-free growth, operations in 26 states and new locations opening at a rate of two per month, it’s an exciting time to be a part of the Wayback Burgers brand. We wouldn’t be able to achieve this level of success without great franchise partners like Michael and Jessica.”
The new Wayback Burgers will occupy the former site of a frozen yogurt shop in Metro Square.
“We gutted the place,” said Jessica Light. “Our renovation started from the ground up.”
The restaurant will encompass a 1,344-square-
“Expansion into a market like this is something we’ve been dreaming of for some time. Middletown and Washington Street hit our age 18 to 34 demographic perfectly.” — Wing It On! founder and CEO Matt Ensero
foot design, featuring a warm red barn board interior with white and stainless steel accents, modeled after the great American roadside burger joint, and will include free parking behind the restaurant, she said. Patio seating for al fresco dining will also be available in the spring.
The Lights said the store will add 15 to 20 new jobs, some full-, some part-time. They are also looking to hire a store manager. Wayback will be open seven days a week from 9:30 a.m. to 10 p.m. and online ordering will be encouraged.
Wing It On! a quick-service chicken wing restaurant, just opened at 690 Washington St., where Alpha Pizza was located.
Founder and CEO, Matt Ensero, said that in addition to high-quality chicken wings and award-winning sauces, as well as a variety of burgers, wraps, salads and sides, patrons can expect convenient hours, local delivery and online ordering at wingiton.com. Ensero said approximately 20 percent of WIO orders now arrive online.
“Expansion into a market like this is something we’ve been dreaming of for some time,” said Ensero. “Middletown and Washington Street hit our age 18 to 34 demographic perfectly.”
Ensero added that when WIO’s first store in Waterbury was successful, he thought Middletown would be a great location. However, Naugatuck, Wolcott, Meriden, Bridgeport and New Britain came first.
Previously, Ensero worked at Suburban Stationers in Middletown in the school supply division.
Franchise co-owner, Nadeem Ahmad said he is looking forward to introducing Wing It On!’s buffalo wings and signature sauces. Ahmad, who also owns the Wing It On! in Meriden, said “people can finally try our wings they have heard so much about.”
Co-owner Ola Tabazh said the store will offer unique sauces such as BBQ Cheddar and Honey Blue, a sweet flavor. Though there will be seating for 12, most of the business will be takeout. He is looking to hire cashiers, cooks and delivery drivers.
WIO recently signed a five-store deal for North Carolina and South Carolina; another store will open this year in Newark, NJ. Ahmad said he also plans on opening his third Wing It On later this year in downtown Hartford.
Not far from Wing It On, Starbucks baristas will soon be serving such specialties as Doppio Espresso, Latte Macchiato and Flat White with latte art. Speaking by phone from his Boston office, Dan Brennan of Starbucks said the coffee house will open in February on Washington Street, in the Price Chopper plaza.
Mayor Daniel Drew welcomed the new establishments to the city.
“We’ve had the opening recently of a number of new restaurants and stores,” Drew said. “Starbucks is a nice addition and Wing It On and Wayback Burgers should increase the quality of life for residents and add more jobs. We create a welcoming environment here in Middletown. That’s why I think a lot of businesses want to come here.”
“The addition of Starbucks,Wing it On and Wayback Burgers demonstrate what we have always known — that Middletown and Middlesex County continue to be on the move,” said Larry McHugh, president of the Middlesex County Chamber of Commerce.
“Whether it’s large businesses like Fed Ex, to local restaurants, Middlesex County continues to be the place to be. We look forward to joining these three businesses in their opening and to the positive difference these businesses will (make in) the community.”