Worcester Business Journal

wbjournal.com | June 2, 2025 | Worcester Business Journal 11 shut off its delivery apps during the third shi because of customer volume in- house. is demand for third-shi service has pushed George to open up overnight operations over the past few years. Family ties George's family has owned the Bou- levard for the past 60 years, with James' father John purchasing the diner with a business partner in 1965, shortly before assuming sole ownership in 1969. Since then, the diner had operated 24/7 until John became elderly and then passed in 1993. James officially took over the business in December 1999 and imme- diately opened up 24-hour service again in 2000. George originally revived the business model in tribute to his father. "I said, 'Dad, I'm going to open up the diner. I'm going to go back to 24/7, the way that you always wanted to see it. And that's what I did all those years right up to the pandemic," said George. Operating in a bona fide college town, the Boulevard frequently hosts students study- ing late at night, and that has stayed consistent both pre- and post-pandemic. What has more so changed has been a decline in those who partake in nightlife frequenting the diner. Pre-COVID, the Boulevard saw a lot of club and bar owners and third-shi workers come eat aer they got off work, as well as club-goers sobering up before heading home. But today, fewer people engaging in nightlife; clubs are closing due to rising rent and insurance prices and young people drinking less post-pandemic, according to an April story in e New York Times. e Boulevard has seen that shi affect its clientele demographics in real time. e issues of the rise of delivery apps and the decline in nightlife have been compounded by the limited workforce availability. "Employees didn't come back with that joy. Didn't come back with that spark," said George. Just getting employees to apply to the Boulevard post-pandemic has been challenging, let alone finding staff for the third shi, he said. Luckily for George, the diner is small and he has family and a small group of trusted employees to run the restaurant. As business has picked back up, they've been willing to take on those overnight shis that others shy away from. Opening back up? When it comes to opening back up to Breakfast is the best diner meal The 24/7 diner is a dying breed. Between 2020 and 2024, the nation lost 18% of its 24-hour restaurants. Worcester is home to the Boulevard Diner, which offers 24-hour service on Thursdays, Fridays, and Saturdays, but beyond that, all-night eateries are few and far between across the region and state. When polled online, more than three- fourths of WBJ readers said their favorite meal to eat at a diner is breakfast. Dinner Breakfast 78% 4% Lunch 7% I don't go to diners. 7% 4% Late-night snack What is your favorite meal to eat at a diner? Reader comment: "And I like breakfast any time of the day at a diner!" - Barbara Macaulay 24/7, the George family is split. Gabriella George, James' daughter who works nights, hopes the restaurant extends its hours once again. But James isn't too keen on the idea. Never shutting off equipment like dishwashers and grills predictably makes them wear down quicker, and replacing them is no cheap endeavor. Further- more, it can be a financial gamble as to whether the diner recoups the money it pays staff depending on how busy any given night is. But Clark thinks the pendulum may start to swing in the opposite direction, and 24-hour establishments may start to see more customers in the not- too-distant future. "If you look at the Gen Z-ers, they might have different desires now at age 20 than they do at 30. ings might change. ey might change. ey might not always want to stay at home and have a quiet existence with their friends. ey might want to go out again," he said. e country has continuous- ly gone through economic and social phases that have shied consumer preferences and abil- ities, Clark said. e Roaring Twenties was followed by the Great Depression and the Baby Boom starting in the 1940s was followed by the rebellion of the 60s and 70s. "ere's always these gen- erational swings that happen throughout history. And why wouldn't that happen again?" said Clark. "Why wouldn't that apply to 24-hour dining?" Erika George (right) and Nickie Beshai, daughters of the Boulevard Diner owner, help operate the restaurant their family has owned for the past 60 years. James George operated his own diner before taking over ownership of the Boulevard Diner from his father, bringing back 24-hour service. W

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