Matt Hines always heard great feedback about his cooking, but he never really knew if it was truly noteworthy or simply popular because he had a captive audience. Now, he’s testing his mettle with a dedicated brick-and-mortar location of Nubby’s BBQ, which opened May 27 in Oakville.
Hines started the brand in 2017, setting up shop in All American Sports Mall in South County. It was a great arrangement: Junior hockey parents and spectators packed the complex on a regular basis, with many dropping in for a bite to eat. Still, he wondered what might happen if he opened a standalone spot.
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“We love the people there and have had a great response,” Hines says. “However, we wanted to see where our food ranked with the public rather than just regulars, because 90 percent of our business was regulars.”
So this past October, Hines and partner Jami Rees decided to open a more traditional restaurant in the former Cellar House spot in Oakville. “The community was in desperate need of a new restaurant,” Hines says. “The whole thing has been a blessing: perfect timing, perfect spot, perfect geographic location. We’ve gotten such a great response.”
The new Nubby’s is serving many of the same high-quality smoked meats, sides, and sandwiches as the original location, including ribs, turkey, burnt ends, and pork steaks. Hines has also expanded his repertoire with comfort food created from family recipes, including chuck roast, chicken and dumplings, shepherd’s pie, and dumplings with sauerkraut and rib tips. “These are downhome German favorites you can’t get anywhere else,” Hines says.
Like the original Nubby’s, the new location offers counter service, and a full bar is available. In addition to the large dining room, the new Nubby’s location has a small patio. Hines also plans to roll out a trailer with a smoker for events.
Hines plans to continue operating the original Nubby’s location at All American Sports Mall and appreciates the consistent customer base. He’s also happy to have an additional location and the ability to bring his food to a new audience. He adds that none of it would be possible without Rees, who helps run both operations and manages the entire front of the house staff.
“We’re flattered at the unbelievable response,” says Hines. “Now that I’ve gotten out here, it makes me feel that what I am doing is good across the board and not just for a captive audience.”
