The Pandemic-Friendly Transformation of Bread Board Plus

Owner Jason Wiseley on updating Haddonfield's beloved sandwich shop.

bread board plus
The D-Money sandwich (crispy breaded chicken, bacon, lettuce, tomato, American cheese, mayo/honey mustard); owner Jason Wiseley.

The Bread Board Plus has been serving the Haddonfield community for over 30 years. In 2006, Jason Wiseley took over. In January, the classic sandwich shop—which once operated as a self-serve and sit-down eatery—opened a modern new space right next door.

When Covid-19 hit last year, Wiseley and his crew crunched some numbers and realized about 75 percent of their business had always been made up of takeout. When the adjacent storefront opened up in April 2020, Wiseley seized the opportunity to modernize what he’d been doing for the last 15 years. Self-serve salad and soup bars seemed outdated, especially amid the pandemic. Change felt scary, yet beckoned.

“It was 35 years old,” says Wiseley of the original location. “Our kitchen was old, and we had some frank conversations about where we needed to be.”

Working with architects and designers, Wiseley and his team began planning a remodel—complete with a brand-new kitchen, ordering stations, stainless-steel counters and a lot of technological adjustments.

The sleek new Bread Board Plus—“an updated model,” as Wiseley refers to it—is hyper-focused on takeout, delivery and catering. Ten counter seats replace the former location’s 70. (Around 15–20 outdoor seats are likely for the warmer months of the year.) While stopping in and ordering at the counter remains a viable option, guests can also order via the shop’s self-serve kiosks, the Toast app or the website.

[RELATED: A Hoboken Company’s Intriguing Alternative to Coffee]

bread board plus

Despite its remodel, the shop has not made any changes to its menu, and continues to serve guests in the friendly atmosphere with which they’ve been familiar for years. Throughout the adjustment period, Wiseley says his team and the community have been nothing but supportive.

“Generations of families have grown up coming here,” Wiseley says. “It’s the kind of place where everybody knows your name.”

The Bread Board Plus opened their new location in January at 605 Haddon Ave. in Haddonfield. The shop opens daily at 9 am. Pre-order online for takeout and delivery, or via a self-serve kiosk in the shop. Check out their Instagram for updates on daily specials.

Click here to leave a comment
Read more Table Hopping articles.

By submitting comments you grant permission for all or part of those comments to appear in the print edition of New Jersey Monthly.

Required
Required not shown
Required not shown