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| The evolution of Joe's Sea food , Prime Steak
& Stone Crab In 1913, Joe Weiss opened a small lunch counter on Miami Beach. Back then, Miami Beach was just a quiet backwater town - folks stopped in to chat and for a top-notch fish sandwich and fries. This, of course, was only the beginning of an immensely successful operation. You see, Joe discovered that the stone crab was not only edible but perfectly delectible - and he was the first to serve them up in a way that simply could not be beat: chilled with Joe's special mustard sauce and/or drawn butter. Then the town began to boom , with movie crews filiming in the area and big entertainers and wealthy vacationers flocking to Miami Beach, and Joe's grown son Jesse came on the scene. With a heart and smile so big he could win over anyone who walked through the door, Jessie brought the celebrities in to Joe's by the carload. Growing up right in the middle of this was Jessie's daughter, Jo Ann - who still runs Joe's today. Jo Ann Sawitz Bass and Stephen had been approached several times by other entities interested in acquiring rights to Joe's - either franchising it or buying the operation outright - but a partnership with equity participation - had possibilities. "We began meeting with them more than two years ago," Stephen Sawitz recalls. "The ICON® LLC people really understood what made us tick. There's a true blending of talents between the two groups." |
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