The COVID-19 pandemic hit many small businesses hard, but Doc’s Baja Surf Shack tells a different story.
Opening in the middle of the pandemic, the restaurant has managed to succeed despite the growing trend of closures. Now, after nearly one year, Doc’s is continuing to look to the future and seeking new opportunities to expand.
Most would have seen the restrictions of the COVID-19 pandemic and would have never thought they could lead to new opportunities. But Corinthian Lyles and the rest of the ownership team at Doc’s saw things differently. With the market for real estate thrown into chaos, they saw an opportunity to get their hands on a prime spot in downtown New Haven at 196 Crown St.
Meanwhile, with the help of Chef Mark Vecchitto, the Doc’s team worked to perfect their Baja-themed cuisine.
“We went through about 24 different menus,” said Lyles. He said tweaking the menu allowed for them to try out new concepts until they created a blend that worked.
The menu contains many fan favorites, such as the Doc’s Crab Cake Sliders. It encompasses a wide range of surf and turf options, cocktails served in fruit instead of glasses and do-it-yourself seafood boils.
Doc’s Baja Surf Shack in New Haven. PHOTO | New Haven BIZ
Now, the restaurant is open for dine-in as well as take out. With palm trees and brightly colored décor, Doc’s feels more like a tropical vacation spot than a restaurant. Lyles said he wanted the restaurant to carry a certain aesthetic that allowed people to have an experience and not just a meal.
Lyles said the atmosphere allows for a perfect social media moment, as it is designed to be a great spot for pictures.
“You know how people talk about fine dining. Well, I like to think of Doc’s as ‘vibe dining,’” said Lyles.
“Vibe dining” for Lyles is all about having a good time and giving customers not only good food but a good time as well.
“It used to be that, when you went out on a date you went to dinner and a movie. Now people are only going to dinner.”
With the meal now being the main event for many people, Lyles hopes that his concept of ‘vibe dining’ will translate into commercial success. And so far, he hasn’t been wrong.
This concept is one Lyles hopes to expand upon. Lyles said the ownership team is working on new ways to grow the Doc’s brand. Lyles believes growth is important to keep a business moving forward.
For more information, visit the restaurant’s website, http://dockssurfshack.com.
Maureen Lynch is an intern for New Haven BIZ.
