HPU ALUM OPENS SECOND 'HEARTHLY' BURGER RESTAURANT IN NEW JERSEY

HPU business alum Christopher Gooch has launched his second Hearthly burger restaurant in the quaint seaside town of Sea Bright, New Jersey. The grand opening on July 25, 2024, was a big hit, drawing a crowd eager for organic burgers, fries, and sandwiches. Gooch describes his restaurants as “really good food, served quickly,” aiming to open a third location in 2025 and ultimately expanding to 10 restaurants in the next five years. His vision includes the dream to open a Hearthly at HPU’s Aloha Tower Marketplace. 

“If we open a Hearthly in Hawaiʻi, at Aloha Tower Marketplace, I know we have officially made it,” Gooch said with a smile.

A New Jersey native, Gooch launched his first Hearthly with his wife and business partner Alexa, in Shrewsbury in 2019. By ensuring that the first location was stable and profitable, he set the stage for expansion. The two locations are just five miles apart, which allows Gooch to oversee and visit them effectively. His commitment to organic, non-GMO ingredients is evident, with a menu featuring pasture-raised beef for cheeseburgers and sustainable fried chicken, alongside seasonal specials like poke and fresh fish.

“Our aim is to deliver high-quality food. We're redefining fast food with organic ingredients and avoiding GMOs and factory-farmed meat,” Gooch said. “We focus on the food’s health benefits, proper nutrition, and eliminating harmful additives.”

Hearthly Burger stands out in New Jersey for its quality and environmental focus. Gooch’s restaurants offer chef-curated burgers made from premium, locally sourced ingredients that emphasizes sustainability. He currently employs 30 people across both locations, including part-time college students and about 20 full-time staff.

The Sea Bright Hearthly location features a similar menu and design to the Shrewsbury location but introduces new technology like self-ordering kiosks and AI to streamline operations. “Our kiosks cut down on human error and food waste, ensuring accuracy and efficiency,” Gooch explained. “They let us handle three times the volume."

Gooch is also working on franchising opportunities. “The second store was challenging with more guidelines and a clearer vision. We're focusing now on replicating our success with each new Hearthly location.”

In spring 2023, Gooch gained national exposure on Food Network’s Guy’s Grocery Games, where he showcased Hearthly’s popular Maple Shroom Burger—a burger topped with sautéed mushrooms and onions, Swiss cheese, and maple syrup aioli.

“It was a great time,” Gooch said. “Meeting Guy Fieri was a surreal experience, and I learned a lot. I hope to return and compete again, this time without forgetting the cheese!”

Although Gooch doesn’t cook daily, he works 60-80 hours a week to develop and refine the business. He and Alexa are continually looking for improvements and ways to make the restaurant even better.

Gooch credits his business success to the education he received at HPU and the guidance of his mentors, acknowledging how both have played a significant role in his achievements. “[HPU Associate Professor of Economics] Ken Schoolland was the best professor I ever had. He introduced me to Blue Ocean Strategy, which we applied to the new restaurant. By identifying a unique market need, we’ve established a strong presence in Sea Bright.”

With prices around $19 for a cheeseburger and fries, Gooch maintains a balance of quality and affordability. Hearthly Burger’s focus on fresh, seasonal ingredients and its inviting atmosphere make it a standout among fast-food options in the state. “The restaurants have a great vibe—a comfortable place that people really enjoy,” he said.

To learn more about Hearthly, and to order online, click here. 

 

All photos courtesy of Christopher Gooch.