Behind the Line at Ohana Grill: How James Costello Built a Jersey Shore Staple
On this episode of the Grit Won’t Quit Podcast, Tom and Chef Mike sit down with James Costello, owner of Ohana Grill—a Hawaiian-inspired BYOB restaurant that has quietly become one of the most beloved dining destinations on the Jersey Shore.
What unfolds is more than a conversation about food. It’s a deep dive into the realities of restaurant ownership, the evolving economics of the industry, and the mindset required to deliver excellence every single night—whether it’s a packed Saturday in July or a quiet Tuesday in the off-season.
The BYOB Model: A Hidden Advantage
For many restaurant owners, alcohol sales are the backbone of profitability. But at Ohana Grill, the BYOB model isn’t a limitation—it’s a strategy.
Costello, who came up through the bar business, understands the power of alcohol margins. Yet he’s found that operating without a liquor license creates a different kind of efficiency.
Without alcohol keeping guests lingering for hours, tables turn faster. That means more covers per night—and ultimately, a sustainable business model.
It also creates a more intentional dining experience. Guests come to eat, enjoy, and return—without the drawn-out timelines that often come with full bar service.
The Real Cost of Running a Restaurant
One of the most eye-opening parts of the conversation is the breakdown of rising costs in the restaurant industry.
From skyrocketing food prices and labor wages to often-overlooked expenses like credit card fees and utilities, the margins are tighter than ever. What diners see as a $49 entrée is, in reality, the result of a delicate balancing act.
As Costello explains, restaurants aren’t inflating prices for profit—they’re doing it to survive.
And in a world where minimum wage continues to rise and operating costs follow suit, consistency becomes both the challenge and the differentiator.
Consistency Is Everything
At Ohana Grill, the standard doesn’t change based on the day of the week.
“The same exact food on Thursday night is the same as Saturday,” Costello emphasizes.
That philosophy is harder to execute than it sounds. It requires disciplined systems, a focused team, and the ability to perform under pressure—night after night.
In an open kitchen environment, there’s no hiding. Guests can see everything, from preparation to plating. That transparency demands professionalism, calm execution, and attention to detail at all times.
The Food Truck as a Test Kitchen
While the restaurant maintains a refined, white-tablecloth experience, Costello uses his food truck as a playground for experimentation.
It’s where trends get tested before they ever reach the main menu.
From viral TikTok-inspired ideas to unexpected hits like “dirty sodas,” the food truck allows for low-risk innovation. Some ideas fade quickly—but others prove successful enough to influence future offerings.
It’s a smart, modern approach: stay creative without compromising your core brand.
The Most Underrated Ingredient? Pork.
In a surprising take, Costello calls pork one of the most underrated proteins in today’s dining scene.
When prepared properly, he argues, pork can rival more expensive cuts in both flavor and versatility. Yet many diners overlook it due to outdated perceptions or dietary habits.
For chefs willing to elevate it, pork represents both an opportunity and a creative challenge.
The Reality Behind the Kitchen Doors
Beyond the business strategy lies the physical and mental toll of the industry.
Kitchens regularly hit extreme temperatures, especially during peak summer service. Add in the pressure of timing, volume, and expectations, and it becomes one of the most demanding work environments out there.
It’s not just about cooking—it’s about endurance.
And while guests may never see it, that intensity is what fuels the experience on the plate.
Rooted in Community
What truly sets Ohana Grill apart isn’t just the food—it’s its commitment to the community.
In the aftermath of Hurricane Sandy, Costello stepped up in a major way. From cooking for first responders to helping organize large-scale food efforts, he became part of a grassroots movement that fed thousands during one of the Jersey Shore’s toughest moments.
That spirit of giving hasn’t changed.
Whether it’s charity events, donations, or simply showing up when needed, Costello and his team have made community involvement a core part of their identity.
More Than a Restaurant
At its heart, Ohana Grill is exactly what its name suggests: family.
It’s a place built not just on great food, but on relationships—with guests, with staff, and with the local community.
And in an industry where trends come and go, that foundation is what keeps people coming back.
Final Thoughts
James Costello’s story is a reminder that success in the restaurant world isn’t just about what’s on the plate. It’s about adaptability, resilience, and a relentless commitment to consistency.
From mastering the BYOB model to giving back in times of crisis, Ohana Grill stands as a blueprint for what a modern, community-driven restaurant can be.
If you’re down the Shore, it’s more than worth the visit.
This podcast episode was filmed at Wingman Planning in Belmar.
