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Date: 2/18/2022
EAST LONGMEADOW – Center Square Grill has been a staple in the East Longmeadow community for eight years.
According to owner Bill Collins, 2021 was the restaurant’s best year yet. Coming off of an all-time high, Center Square Grill now faces a new low.
On Jan. 4, unexpected and extensive water damage forced the restaurant to close. Collins said that they are now working to bounce back as fast as possible.
During the coronavirus pandemic, Center Square Grill was able to pivot in unique and innovative ways to keep the business open. Collins said that they installed different equipment to better handle takeout operations and greenhouses for comfortable outdoor dining during the colder months.
“I think we were probably the first in Western Massachusetts to do that, which was pretty cool. That was a very big hit that got a lot of attention,” he said.
The restaurant also added an entire new side to their patio to better maximize outdoor dining capacity.
“Throughout the whole course, business actually increased, and coming off of 2021 we had our best year ever due to some of those pivots, but also the state government’s allowance to increase capacity outside. That was a huge home run for us, so we finished the year about 15 percent up over our banner year which was a godsend given everything that transpired,” said Collins.
Coming into 2022, the restaurant has faced a speed bump given the water damage. According to Collins, he came into the restaurant on the morning of Jan. 4 and noticed that there was a malfunction with the heating system which caused the building’s sprinkler system to engage.
This destroyed the upstairs floors, artwork and tile work and seeped into the basement which Collins called “detrimental.”
“It’s the heartbeat, the brain if you will, of our restaurant. It’s where all of the food really starts off by being prepped or stored and the infrastructure down there was completely destroyed,” he said.
At first, Collins thought that the renovations would happen quickly. However, it turned into a project that needed a lot more time and work.
Despite this he has kept a positive outlook on the situation.
“It’s one of those things where you have to look at every situation with the glass half full. This is an opportunity to really make sure we’re operating the best we can, this is a chance to take a look at the business from 30,000 feet and say ‘Okay, who are we? What are we about? What can we do better?’ and set ourselves up now. We’ve been in business for eight years, I’d love to see another eight-year run as solid as the first eight,” said Collins.
Center Square Grill will have all new flooring and carpeting, updated artwork from Go Graphix to showcase scenes from the restaurant and a new bar display that integrates the East Longmeadow Spartans and the Longmeadow Lancers logos.
Collins said that they also plan to update their food offerings and add a full brunch menu.
“We’re just looking at elevating the whole overall experience when you come,” he said.
During this time, many community members and restaurant owners have reached out to support Center Square Grill. Collins himself is well-known for helping area residents and businesses in need. Most recently he started a GoFundMe for the Maple Shopping Plaza after their devastating fire.
“There’s been no shortage of outpouring,” he said. “I’ve gotten calls, Facebook messages, texts from restaurant owners from Northampton, Springfield, Longmeadow and what’s amazing is all of my friendly competitors have personally reached out to me to say ‘Hey, what can I do?’ and it feels great because I truly do believe that karma’s out there and we all have to be good to each other.”
Collins emphasized the importance of area businesses working together as a team and supporting one another.
“For me, I am just as happy when I’m sitting in Posto or Lattitude’s when they’re bustling and the line’s out the door as I am when I’m in my own restaurant and there’s a line out the door,” he said.
He said that the restaurant has an insurance policy which has helped take care of the financial aspects of the damage, cover the loss of business and pay employees fully through the closure.
Center Square Grill officially reopened to the public on Feb. 16.
Collins said he plans to welcome community members back with a reopening party.
“We want to open up with a benefit to an organization, we haven’t decided yet which one. Shriners is always at the top of our list, but we’re going to think about it a little bit and do some kind of reopening party with a benefit to another local organization,” said Collins. “I’d like to be open now, but if there’s any possibility for February 13, 14, something like that that’s what we’re shooting for. But that’s a moving target, so we’ll make an announcement closer to the date.”
He noted that reopening depends on both renovations and passing town inspections. He said that the most important part is making sure they are ready to reopen safely.
According to Collins, he is most looking forward to reuniting with customers.
“Customers is even the wrong word. They become friends. We’re in the people business and right now we’re not servicing people and so that’s the toughest part for me and what I’m most excited to get back to,” he said.
More information on Center Square Grill and their reopening can be found on their Facebook page at https://www.facebook.com/centersquaregrill.