New ‘Main' Attraction in Avon

Ladies – and men, also – in a dilemma over what to whip up for dinner should panic no more. Tim Clayton, Lou Desiderio, and Dave Sabin at Market on Main, Avon, already have something whipped up and ready to pop in the oven.

The trio are head chefs at the 1,000-square-foot establishment owned by Mark Fabiano, 47, Freehold, which opened three months ago at 400 Main St., and already has a loyal following. Appropriately named by Fabiano, Market on Main is at the intersection of Main Street (Route 71) and Garfield Avenue.

“We wanted to open up an establishment with a market feeling and a home-style feel,” said Fabiano. “We saw the need for this type of establishment at the shore.”

Fabiano is no stranger to Avon. He also owns, and is head chef at the successful Bedrock Bistro – an American/seafood/steakhouse that seats more than 100 – also in Avon, which explains his choice of locale.

“It felt like a good location, and I own another restaurant establishment in Avon,” said Fabiano.

Market on Main however, is a different endeavor – home made gourmet meals available for singles, families or catering. The shop also features a sizeable produce section, with a lot of it locally grown, as well as a 20-foot deli case stocked with dozens of Boar’s Head meats and cheeses. It also includes a small grocery section, but its concentration is on gourmet meals.

Those willing to turn on the oven will be overwhelmed by the selection at Market on Main. Eggplant rollatini brimming with ricotta, mozzarella and basil; home made crab cakes; red or green stuffed peppers overstuffed with meat and rice; kielbasa and kraut – just some of the offerings at the establishment. A patron was recently overheard proclaiming Clayton’s chicken Cordon blue as “Incredibly moist, lightly seasoned, and it has a mountain of Swiss cheese and ham in the center.”

“We mostly specialize in specialized prepared food and catering,” said Fabiano. “Our food is always fresh and made daily. We pride ourselves on fresh ingredients, and you can get a great meal for a fair price.”

Market on Main also includes a small butcher section. Although it only accounts for 20 percent of its business, it’s chock-full of incredibly lean rib eyes and filet mignon, boneless chicken breast and home made Italian sweet sausage. The diversity in the shop’s selection is what makes it unique.

“We feel that our quality of food, and prices make us stand out,” said Fabiano.

What about patrons who are technologically impaired and unable to heat up the gastronomic delights? Market on Main has that covered. Remember the deli meats mentioned earlier? Well, they’re put to good use on cold specialty wraps and sandwiches such as The Dune with roast turkey with cranberry cream cheese spread, and The Norwood with roast beef, cheddar, tomato, onion and horseradish sauce on a hard roll. The chicken from the butcher section is incorporated on The Skipper with grilled chicken, fresh mozzarella and roasted red peppers, as well as other sandwiches; and the roasted veggies on The Woodland with grilled portabella mushrooms, roasted red peppers and fresh mozzarella with balsamic dressing on a hard roll. Salads such as macaroni, pasta and potato abound, as well as a sub collection ranging from ham and cheese to chicken parmigiana.

Fowl, beef and – a butcher area, with all those vegans out there?

“We felt like being at the shore that a lot of folks barbecue, especially in the summer. However, we do specialize in grilled and fresh vegetables for our vegan friends,” said Fabiano.

Market on Main’s grilled vegetables, called “Perfectly grilled and seasoned” by a customer  – and its chicken dishes – are the most popular items so far, and its stock on the whole is priced lower than the competition. Sweet Lou’s Veggie Towers are at the low end at $2.25 each or $6.99 a pound, and salads, $3.99 a pound. Dinner items range from $4.99 for a stuffed pepper to $7.99 a pound for chicken Cordon bleu, or $8.99 for an entire dinner such as chicken parmigiana with pasta or a crab cake, veggies and cole slaw. Sandwiches and wraps are $6.99 each, and the most expensive item menu is a whole sub at $11.99.

Not to seem sexist, but Fabiano admitted his clientele was mostly female in the age range of 40-50. Remember that earlier comment about women pondering what to cook for dinner? Well, if Market manager Clayton and his crew can make it easier during this hectic environment society lives in, they will. Has their hard work has paid off? How’s business given Market on Main is only three months old, and it’s after tourist season?

“Sales have been great and are improving every day,” said Fabiano. “We are always changing to meet our customer needs.”

Before 8:30 a.m. on a recent Sunday, the Three Musketeers had assembled hundreds of mountainous subs for an open house, while dealing with steady foot traffic. The attractive four-inch subs, equally as tall, were laden with deli meat, cheeses and tomatoes – inviting enough to make a  non-homebuyer attend the free open house just for the grub.

The energetic, mellow chefs – not really the Musketeers, but Tim “The Catering Wizard” Clayton, Lou “Secret Weapon” Desiderio, and Sabin – didn’t buckle under the pressure of the brisk Sunday pace.  They not only made subs, but breakfast items such as egg, bacon and cheese or pork roll sandwiches, and dispensed dinner items such as chicken Cordon bleu, eggplant parm and roasted veggies. So, yes, the shop is doing pretty well.

Market on Main isn’t just about take-out.

“We are a full catering establishment that does off-site events from BBQs to formal parties,” said Fabiano.

The catering menu features dozens of items from deviled eggs and a bruschetta tray to roast pig and grilled London broil. Prices start as low as $5.50 per-person for gourmet wraps to $21.99 for a bbq package with ribs, chicken, burgers, sausage and peppers, ears of corn, and salads. A filet mignon platter at $79, and sirloin tips with mushrooms at $64.99 are the higher-end items. The shop has catered a party for 350, and catering accounts for one-third of its business.

Other than duck – which can be special ordered – Market on Main hasn’t received any unusual requests.

“We just want to let our customers know that if there is something they do not see, just ask – we are always changing to meet our customers’ needs,” said Fabiano.

He doesn’t know yet whether his children will follow in his footsteps, but they love coming in Market on Main – perhaps for the desserts? Tucked in a corner of the shop – the original Avon school house – is that staple: ice cream, and Seara’s Italian Ice. But Clayton creates a mean crumb cake, which a customer called “So moist, and the topping is fantastic – like a buttery glazed topping; it doesn’t crumble and disintegrate in your mouth like other crumb topping.” The chef is also known for his mile-high blueberry, apple and chocolate cream pies. Other offerings include hot apple crisp, bread pudding and muffins bursting with muffins that are Desiderio’s breakfast specialty.

Running a specialty market, catering business, and restaurant keep Fabiano and his crew exceptionally busy, with little time for “R and R.”

“There is no down time – we work 13 hours a day, seven days a week – we wouldn’t know what to do if we had down time,” said Clayton.

Utmost of importance to Fabiano is ensuring his customers are waited on in a timely manner – and enjoying his and his crew’s labors.

“The rewards are when customers come back raving about our food, and new customers saying they were recommended,” said Fabiano.

Market on Main is open seven days a week from 7 a.m.-7 p.m. Call-ahead service is available. Its phone number is 732-807-4204, and its website is under construction.