Photo credit: ny.eater.com
Beyoncé’s influence extends across various domains, from her Texas roots to her connoisseurship of food and drink. Recently, she has partnered with Levi’s in an imaginative campaign that showcases nostalgia, featuring her elegantly lounging on the counter of a classic diner. This particular establishment, the Bendix Diner, once stood proudly in Hasbrouck Heights, New Jersey, but has unfortunately shut its doors for good this year.
Bendix Diner, cherished as a local landmark since its inception in 1947, initially closed in January 2024 due to serious fire and health code infractions. Co-owner John Diakakis, who has faced considerable challenges as a legally blind entrepreneur, explained that he had been attempting to modernize the diner’s fire safety systems for years. The age of the building made this an arduous task, leading to a situation where the structure was deteriorating significantly. “It was just an uphill battle,” Diakakis stated, highlighting the struggles he faced in trying to sustain the operation.
The situation intensified for Diakakis in the latter part of 2024; he experienced the personal loss of his mother while concurrently navigating city pressures to address outdated operational systems. In an effort to appease the health department, he attempted to simplify the menu, reducing it to basic offerings, but this did not resonate with loyal customers accustomed to the diner’s beloved classics. Ultimately, Diakakis was forced to revert to using the outdated system, which led to the diner’s closure when the health department mandated it.
Now, Diakakis is contemplating the sale of the diner, which he co-owns with his siblings. He shared candidly that family dynamics complicated matters, particularly as he was tending to his mother’s health. Though he has a deep affection for the diner and roots in the community, commercial realities mean he must consider lucrative options. “If it was just my inheritance and my property, I would want to keep the diner going,” he noted, but recognized the need to prioritize his family’s financial stability.
In mid-2024, scouts from Levi’s visited Bendix to explore its cinematic potential. The diner has garnered attention in films such as Jersey Girl and Boys on the Side. Diakakis recall the crew was particularly focused on the iced tea and condiment fridges—details that later played a role in the commercial they produced together, where Beyoncé notably retrieves a denim shirt from a fridge.
During the filming, the environment was tightly controlled. Diakakis, unfortunately, was not allowed inside and faced restrictions on using his cell phone. “If she had to worry about me taking pictures, she never would have had a picture taken,” he quipped, emphasizing the added layer of challenge he faced during this process.
Now, with Bendix Diner on the market for $2.5 million, Diakakis has received interest but reports that some offers have been unreasonably low. “I think we’re just going to hang in there and not make any kind of crazy decisions,” he remarked. As Beyoncé’s recent advertisement provides unexpected exposure for the diner, it could ultimately assist Diakakis in finding a suitable buyer.
With plans to transition away from the diner life and the Northeast winters, Diakakis is optimistic about his future. He envisions continuing to work within the food service industry, perhaps in a new setting. “I will probably try to find some new place to just coexist and just do what I’ve been doing all of my life,” he shared, reinforcing his dedication to maintaining his role in the culinary world.
Source
ny.eater.com