Maxwell’s Tavern in Hoboken – a name gimmick?
Couple things. This new “family friendly artisanal pizza joint formerly known as gritty Maxwell’s” (Maxwell’s Tavern) had some signs up in the papered windows last week. Here are the general sentiments to those we spoke with:
“Coming this spring to a corner near you.” Umm, no. It’s coming this spring to those that live near 11th & Washington ONLY.
“Food. Beer. Legend.” No. There is no legend. It is gone.
And lastly, many wonder what the M.O. was for keeping the name. You’d think that “New Owners. New Menu. New Journey” would also encompass “NEW IDENTITY.” Instead, it’s my belief that the new owners felt the only way they could survive is by tapping whatever name-recognition power was still left. I suppose this is along the lines of “Ray’s Pizza” in NYC, when you couldn’t even tell them apart at one point, which destroyed their reputation.
Maybe we should open up a bar and call it “Mack’s Well Watering Hole” or something along those lines. But they’d probably sue.