New Bedford Restaurant Makes Major Switch to Pizza and Subs

A popular downtown New Bedford restaurant is making a major shift, and it could change how often people stop in.

New Beige on Union Street is moving away from its higher end menu and leaning into something much more casual and accessible. Owner Howie Mallowes said the restaurant will now focus heavily on pizza, subs, calzones, and a smaller lineup of classic comfort food entrees.

Why the New Beige Menu Is Changing

Mallowes said the decision came down to one key factor: getting more people through the door more often. He explained that the previous menu, while well received, was priced in a way that made it more of a special occasion destination. Now, the goal is to become a place people can visit multiple times a week.

What's on the New Menu at New Beige?

The updated menu will feature pizza as the centerpiece, along with hot and cold subs, wraps, and grab-and-go options like empanadas and calzones.

A handful of entrees will remain, including chicken parm, steak tips, fish and chips, and pasta dishes with customizable add-ons such as chicken or shrimp.

What Will Make the New Beige Pizza Unique

New Beige will use the same dough recipe as Off The Boulevard, but with a conveyor oven instead of a brick oven. That means a more consistent cook from edge to edge on every pizza.

READ MORE: New Bedford's Off the Boulevard Hits the Pizza Nostalgia Notes

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Bigger Focus on Takout

Another big part of the shift is takeout. Mallowes said takeout and delivery made up less than five percent of the restaurant’s business before, but he hopes that number jumps to around 30 percent or more.

What Customers Can Expect Next From New Beige

The restaurant is also planning late-night pizza options and affordable pizza specials, potentially offering full size pies for $6 or $7.

For downtown New Bedford, that kind of quick, affordable option could fill a gap that many say has been missing for years.