Business Buzz By Rich Baehrle
It’s rare to find a family of entrepreneurs who not only own one successful business, but also work together daily while expanding multiple hospitality ventures.
Meet Robert Idell Jr., his wife, Jillian and his parents, Bob and Sharon Idell – lifelong Ocean City residents with deep roots in both hospitality and real estate at the Jersey Shore.
Robert Idell Jr. has spent more than a decade building restaurant concepts and growing the family’s commercial and residential investment portfolio. His entrepreneurial focus on hospitality and real estate has helped shape several popular local destinations.
Jillian Idell, a graduate of Saint Joseph’s University with a master’s degree in special education, brings creativity and passion to the family businesses. While her academic background is in education, her energy and ideas play a major role in the hospitality side of the operation.
Bob Idell Sr. is a longtime local real estate professional with extensive experience helping clients and securing strategic investments for the family.
Sharon Idell oversees administrative operations and supports the expanding footprint of the business.
Together, each family member plays a distinct and important role in the continued success of the Idell hospitality brand.
Building a local hospitality legacy
The Idell family owns and operates several well-known hospitality concepts in Ocean City, employing dozens of loyal team members – many of whom have been with the businesses for years.
One of their earliest successes was Sunrise Café, which opened in 2013 at the corner of 12th St. and Asbury Ave. in Ocean City. The café quickly became known as a friendly neighborhood spot with a welcoming atmosphere.
They later introduced Drip N Scoop, a coffee, doughnut and ice cream concept that is currently on hold, but expected to return in the future.
Momentum continued with the opening of Dead-End Bakehouse in 2018 at 1050 Bay Ave. in Ocean City, a creative coffee and bagel concept featuring specialty breakfast and lunch sandwiches, fresh-squeezed orange juice and their now-famous chicken pies.
Another popular venture is Dockside Kitchen, located at 228 Bay Ave. in Ocean City, offering a bayside brunch experience from 8 a.m. to 3 p.m. and a seasonal dinner club Fridays and Saturdays from 4:30 to 9 p.m. The concept helped revive the waterfront dining experiences the town once enjoyed.
The family also operates Sand House Kitchen, at 9 Beach Road in Ocean City, delivering a true beachfront dining experience.
Each concept has its own personality while maintaining a strong focus on quality ingredients, consistent branding and community involvement.
Dead-End Bakehouse comes to Somers Point
The family’s newest venture is an expansion of their successful Dead-End Bakehouse brand.
In addition to the Ocean City flagship location, and a pop-up at the former Gillian’s Wonderland Pier (600 Boardwalk), the Idells officially opened their newest location Feb. 21 at 746 Shore Road in Somers Point, directly across from City Hall.
The response was immediate – and overwhelming. Customers began lining up as early as 6:30 a.m., eager to try the now-famous bagels and specialty breakfast offerings.
The menu includes all the popular favorites from the Ocean City location, including fresh-baked bagels made daily; traditional and creative cream cheese spreads; signature breakfast sandwiches; premium sourdough toasts; espresso drinks, cold brew, matcha and chai; fresh-squeezed orange juice and catering trays for offices and events, Robert Jr. said.
“People go crazy over our unique bagel flavors – our cheddar jalapeño sells like madness. Our everything bagels are covered with a ridiculous amount of everything seeds,” he said.
The team also offers fun, specialty flavors such as cheddar Old Bay, squid ink and creative sandwiches like the Jersey Hangover, Loxed and Cheesesteak Bagel.
The newest Dead-End Bakehouse is at 746 Shore Road, Somers Point. For more information, call 609-788-4702.
Remember to support local businesses, especially small businesses, because they are the backbone of our communities.
Rich Baehrle, of Berkshire Hathaway Fox and Roach, can be reached at 609-226-6680 or 609-641-0011. Email richardbaehrle@gmail.com or see www.getrichinrealestateSJ.com
