Mike Dixon owes a lot to George Costanza.
Dixon said it was easier naming his kids than it was to come up with the name for his Geneva restaurant, Nosh.
But one night he and wife Kim were watching “Seinfeld” and “The Couch” episode aired: “You know, the one where George has to watch ‘Breakfast at Tiffany’s’ because he’s too lazy to read the book. So he goes to the video store to rent the movie and shows up at the apartment of the father and daughter who rented it. So George sits on the end of the couch and asks, ‘So, anything to, uh, nosh?’ We looked at each other and said, ‘Yes!'”
Nosh developed from Dixon’s decision to leave the corporate life of credit reporting and running teams. “In 2006 I made the decision I couldn’t do it anymore. My wife asked what would make me happy. I thought of food,” he said.
Nosh started in 2007 as a breakfast and lunch place because the Dixons were raising a 4-year-old and a 1-year-old in Geneva, and they needed hours that were compatible with their family life.
With working parents, Dixon grew up cooking at home, so “we know food,” he said. Nosh’s cuisine is described on the restaurant’s website as “an innovative and eclectic approach to old favorites and fun twists on international fare!” Where else can you find Migas de Puerco, a Wisconsin Farmhouse Omelet, Monte Cristo Benedict along with eight other Benny dishes, Pistol on Whiskey (sliced pastrami on marble rye), NLT, Naked Salad? And under the cheeky menu heading “Mom Can’t Make This,” Mars Bar Hotcakes, Eyekeya (Swedish pancakes) … and She Can Make Them, But Ours Are Better (hint, they’re also pancakes).
Those labels came from his wife and their friends, who just sat around and came up with fun names, he said.
“We’ve stayed true to our original concept to bring something unique to the area,” said Dixon, who is also co-owner of Doughocracy in Geneva with business partner Gabe Tucker.
Nosh, as he describes it, “a little more urban instead of a typical suburban place. We get families and ladies who lunch, they’re our big demographic. Who will frequent it during the week? Moms and dads at home. It evolved that way. It’s the feel of the place, the vibe.”
And is Dixon happy with his career choice? “Of course! It’s been a fun, rewarding, challenging 10 years.”
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Nosh will be moving to a new location in Geneva next year to celebrate its 10th anniversary. Dixon has big plans with expanded seating, both indoors and outdoors, “with a bright and airy feel, something the Tri-Cities area has not seen. You never know.”
Pricing: Breakfast: Eggs-cellent from $6.99 for The Egg’r for $6.99 to $9.99 for Muchacho Omelet. Benny Sent Me! from $8.99 for Plain Ole Jane Benedict to $13.99 for Red Eye Benedict. It’s Good For You from $5.99 for Pear Polenta to $9.99 for Bagel n’ Lox. Mom Can’t Make This from $4.49 for Mars Bar Hotcakes to $8.99 for Bananas Foster. Da Toast from $4.99 for Nosh’s French Toast to $8.99 for Savory French Toast. Lunch: Afternoon Delight from $8.99 for Caprese Focaccia to $12.99 for Pistol on Whiskey. Flatbreads from $8.99 for Four Cheese to $9.99 for Mango BBQ Chicken. Beach & Grass from $7.99 for Naked Salad to $12.99 for Shrimp & Avocado Salad. Wrap It Up Already from $8.99 for Mushroom Cake Wrap to $12.99 for Caribbean Wrap. Kids’ breakfast and lunch from $2.99 for Kid’s French Toast to $3.99 for Quesadilla.
Hours: Open 7:30 a.m.-2 p.m. Monday-Friday, 8 a.m.-2 p.m. Saturday-Sunday.
Nosh is at 211 James St., Geneva. Contact 630-845-1570 or go to experiencenosh.com.
Shonda Talerico Dudlicek is a freelance writer.