The name of the Pacific Beach restaurant has changed, but the traditional baby-back ribs – all 900 pounds a week of them – are familiar, with new and creative sauces. After almost three decades at the Promenade at Mission Boulevard and Pacific Beach Drive, this former Tony Roma’s franchise has gone independent, with the new name Beachtown BBQ.
And with the name change comes a continuing list of new menu items, in addition to the ribs, fish and chicken that evoke memories of the restaurant’s history, according to owners Dan and Peggy Mazzella and their son Matt, the floor manager. The couple – Dan is a lawyer and Peggy, an architect – have been involved in the enterprise since her late father opened the doors, and the couple have owned and operated the restaurant since 2009.
“We already had the most extensive menu (of any of the Tony Roma’s) in the country,” Dan said. Venturing out of the corporate structure allows for more flexibility. “This move frees us up to work with local vendors for more organic, fresh offerings.” The evolving menu will feature even more fish choices, including tacos, while the owners are experimenting with new recipes. The list of local craft beers and California wines will continue to expand as well.
“If you enjoyed what we’ve been doing,” Matt said, “you won’t be disappointed. There’s always been a local flavor and now we can embrace it.”
Being independent also allows the family, enthusiastic environmentalists, to continue using their cornstarch straws that are biodegradable and “bird-friendly,” while discovering even more ways to reduce Beachtown BBQ’s impact on the environment. With three sons who took turns working in the restaurant, the Mazzellas are enthusiastic community advocates. Dan is president of Discover PB, while the restaurateurs participate in an array of community activities, including the Susan G. Koman Breast Cancer Foundation walks and Taste of PB. Beachtown BBQ also will continue to donate to a variety of local organizations, as well as continue to serve as a game-day base for alumni of Syracuse University, where Peggy and Dan met. Meanwhile, they’re in the midst of giving the place a facelift, including paint and colorful patio umbrellas. They have replaced the iconic neon cowboy wall-hanging with beach and surfer photos by local photographer Michael Sangiolo.
More-inclusive renovations, including a home-like lounging area, where patrons can linger, and “community” tables, where multiple families can socialize, are set for December, one of the slower months at the beach.
“We want to keep our prices reasonable and maintain our family-dining niche in Pacific Beach,” Dan says.
According to Matt, “We’ve been doing things our way for a long time.”
Only now, his dad says, “We are no longer worrying about that phone call from corporate in Florida, calling us on the carpet for changing the menu.” Beachtown BBQ (formerly Tony Roma’s)
4110 Mission Blvd.
858-272-7427, beachtownbbq.com