A popular cheesesteak name turns up at a landmark location in South Jersey, and Facebook gets spicy

Max’s Seafood Cafe, which brought lofty dining ambitions to down-to-earth Gloucester City, has changed hands after a quarter-century.

The new owners — Mike and Barb Williams, who previously ran the three Pudge’s sandwich shops still operating in the Pennsylvania suburbs, and entrepreneur Chris Widell — plan to open Tuesday as Pudge’s Pub. It will sport a far more accessible menu of steaks, hoagies, and bar food, as well as some of Max’s bestsellers, such as steamed clams, clams casino, and mussels in three sauces. A former Max’s chef is on board, as is the former bar manager.

But while change is inevitable, especially in the restaurant world, last week’s announcement failed to impress the Facebook crowd. No sooner had the partners swapped out Max’s logo for a jaunty sketch of a mustachioed Pudge on the profile page than the comments flew on the page of the news site 42 Freeway, based on its article about the transaction:

“Oh, my God! They’re not using ‘Max’s’ anymore!” “I’m guessing a joke?” “Change an iconic name?” “Such a classy-looking restaurant for a cartoon character logo and basically takeout food menu.” “Is this AI pulling [a] prank?”

The partners expressed frustration as moderator Mark Matthews tried to reason with the commenters. Marilyn Johnson, moderator of the South Jersey Food Scene page, did the same on her post.

“Give us a chance,” an exasperated Mike Williams told The Inquirer on Friday. Economic reality drove the decision to rebrand as Pudge’s. Max’s hasn’t made a profit in at least three years and foot traffic was low, Williams said.

Many commenters conceded that they hadn’t visited Max’s in a long time. “I don’t want to say we’re saving it, but we want to resurrect a place where all walks of life can come and have fun,” Williams said.

They are keeping the neon Max’s Cafe sign, which has cast a glow over the intersection of Hudson and Burlington Streets for decades. They applied a fresh coat of paint to the classic barroom, and are keeping the ornate wood-and-mirror bar, circa 1912, as it was.

The draft-beer list, which included high-brow specialties like Chimay, has been simplified to more standard offerings like Miller Lite, Stella, and Yards. (The fancier beers will be available in bottles.) Williams said they plan to host special events in the parking lot and are adding four TVs inside.

Mike Williams said he had a butcher prepare a custom cut of beef for the cheesesteaks. They’ll use rolls from Liscio’s, also a South Jersey business, since their previous supplier, Conshohocken Italian Bakery, closed last year.

Even the bar’s new focus on cheesesteaks sparked outrage from commenters who lamented that greater Gloucester was on the brink of Whiz overload. Two other shops are due to open soon just down the street: a barroom from Lillo’s (of Hainesport fame) at the former Thomas Murphy’s Pub, and Irishtown Steaks, from a former head cook at the well-regarded Donkey’s Place a few minutes away in Camden. In nearby West Collingswood Heights, Danny DiGiampietro of Angelo’s Pizzeria is planning to open a new eatery.

It’s not as if the Williamses are new to the game. The Pudge’s project is a return to their family’s roots. Pudge’s traces its history to Frank’s, the hoagie shop that a 21-year-old Frank Carbone opened at Wister Street and Chew Avenue in Germantown, near what was then La Salle College, after he got out of the service in the late 1950s.

Carbone renamed it Pudge’s — his childhood nickname — when he moved it to Whitpain Shopping Center in Blue Bell, Montgomery County, in 1972. His daughter, Barbara, and her husband, Mike Williams, took over Pudge’s after Carbone’s death in 2000. The Williamses opened locations in the Lansdale and Pottstown areas before selling their last location in October 2024; all three operate under the new owners, and Williams said he has rights to the name.

The Gloucester City bar opened in 1890 as a shoe store and became Leisinger’s Saloon in 1912, when German immigrant Joseph Fred Leisinger installed the bar. After Leisinger’s death in 1937, another German immigrant, Max Waterstradt, bought the business and named it Max’s Cafe, also a neighborhood taproom. By the late 1970s, Max’s had evolved into Max’s Seafood Cafe, known for simply prepared seafood. Time and deferred maintenance caught up with the building, and Max’s went dark in 1998.

In 2001, Tom Monahan — a partner in the nearby Chubby’s restaurant — bought Max’s, restored it, and reopened it with a premium menu whose entrees in its later years were priced in the high $30s. Monahan, who operated Max’s until last week’s sale, did not reply to a message seeking clarity on his restaurant’s gift certificates. Mike Williams and Widell said they would not honor them at Pudge’s.

By the weekend, as the Facebook crowd had moved on to a new tempest (was a new bank planned for Washington Township really necessary?), the partners were applying their final touches to the pub.

Asked how Pudge’s would set itself apart from other local hangouts, Mike Williams replied that an owner — he, his wife, or son Preston — would be on premises from opening till closing daily: “That’s the only way for quality control, and just being friendly — that is an art that is lost these days."

Pudge’s Pub, 34 N. Burlington St., Gloucester City, N.J. Hours: 11 a.m. to 9 p.m. Tuesday to Thursday, 11 a.m. to 10 p.m. Friday and Saturday, and noon to 8 p.m. Sunday. Hours will be extended on select game days.