Beacon Street Grille in Neptune

(Credit: Alex Biese)

Guests who walk into the Beacon Street Grille on Route 66 in Neptune may be surprised when they scan the bar and they spot, among the high-top tables and booths, a sushi bar ready and willing to serve up high-quality eats to bar patrons.

Explaining the presence of the sushi bar, which has been at the Beacon Street for about a year, manager Gil Benjamin said simply, "It's what people want."

That formula -- giving the people what they want -- looks to be the Beacon Street's game plan for staying open through these hard economic times. When asked how business has been at the restaurant lately, Benjamin said, "Better than most places. It's not what it was two years ago, but what business is?"

He explained that the bar, which has been in business for 11 years, has been trying different things to bring in new faces since repeat customers have gone from making up 80 percent of its business to 65 percent, and regulars that used to come in every week now come in every other week.

Karaoke and trivia 

Among the activities the bar is presenting to attract new customers is a now-running six-week $1,000 karaoke contest held on Thursdays starting at 8 p.m. This event, according to Benjamin, brings about 150 to 200 people to the Beacon Street each week.

"It's almost the end of the week, and it's a nice turnout," he said.

The bar also hosts trivia contests on Tuesday nights and live entertainment on Friday and Saturday nights.

When asked what sets the bar apart from other local watering holes, Benjamin said, "It's more the atmosphere. We try to keep it fun and exciting but relaxed at the same time. ... I can't have cheering sections for all the sports on all the TVs -- but we have some."

Discussing the newly opened Jersey Shore Premium Outlets in nearby Tinton Falls and the fact that the bar shows the big NFL games on Sundays, Benjamin said, "We're really hoping the wives will be up the street shopping and the husbands will stay here and watch the game with us."