“It’s a learning experience, definitely,” Goldfarb chuckled, standing in his Dewey Beach hot dog eatery. And half of that, he said, is learning how to be a good middleman. Goldfarb uses local bread from Milford’s Bread and Butter Bakery; next April, he said, Dewey Dogs will supply rolls to the Cape May-Lewes Ferry.

Embracing new ideas means parting with old, unsuccessful ones. Many of the items on May’s menu aren’t served today, including gazpacho – branded “hangover helper” – and Italian ice. In October, Goldfarb installed a deli refrigerator and stocked it with meats, cheeses and New York specialties like kippered salmon and whitefish. Lack of interest may kill the deli idea, he said, sadly eying the display refrigerator. Ditto for the delivery program.

Goldfarb said he’s adapting to the unique rhythm of doing business in a resort town.
“Down here, you really have maybe a 10- to 12-week window of time – and then you need to catch events,” he said.

Dewey Dogs recently provided food at Rehoboth Beach’s Sea Witch Festival, selling sandwiches and hot dogs to costumed children and Halloween revelers.

“We had a lot of compliments,” he said. “It was great. They want us to come back next year.”

His success led him to follow up on some catering leads. He dropped cards and menus at local businesses. Now, he’s catering auctions hosted by Emmert Auction Associates at the Rehoboth Beach Convention Center.

“We can do anything from sandwiches to hot dogs, soups, you name it,” he said. Right now, he wants to cater smaller occasions – lunches, business meetings, conferences. But again, possibilities abound. Goldfarb’s brother, Brian, is a classically trained chef and may help cater dinners, should the opportunity arise.

Goldfarb said he plans to stay open year-round. There’s a real need for a casual, no-hassle sandwich shop like Dewey Dogs, he said, and it won’t take much to keep his head above the bottom line, he said.

“I don’t need many people to run this,” Goldfarb said. “Myself. Maybe one other person.” By shouldering the burden of labor himself, he said, he cuts down considerably on expenses and can survive on one or two catering events a week.

That’s his winter strategy. Come summer, Goldfarb said he plans to expand his operation, possibly adding a service window to feed late-night crowds breezing by on the sidewalk. Popcorn, Goldfarb said. He could sell popcorn. Another possibility.

When Dewey Dogs opened, Goldfarb said, it was unknown to residents and vacationers alike. But they found out, he said, and they’ll be back next year.

“With each week, it got better. And I think next year will be even better. They say it takes any business three years to break even – I’ll be even by the end of next summer.”