JBJ Soul Kitchen

What JBJ Soul Kitchen does

JBJ Soul Kitchen is a non-profit community restaurant network founded in 2011 under the Jon Bon Jovi Soul Foundation (established 2006). It operates the flagship 33-seat restaurant in Red Bank, NJ (2011), a Toms River location at The B.E.A.T. Center (2016) co-located with a Fulfill-operated food pantry and culinary training program, and a Rutgers University-Newark campus site (2024) serving the university community. A temporary pop-up at the Ocean County Library operated from February 2025 through April 30, 2026. The organization serves three-course American Regional meals using locally-sourced ingredients in a "Pay It Forward" model where paying patrons' suggested donations cover meals for those unable to pay; in-need guests may instead volunteer in exchange.

The business model combines donation-based restaurant revenue, private events and catering, and retail sales of JBJ Soul Seasoning (proprietary blend, three flavors) and branded merchandise via a Shopify storefront. Primary customer segments are food-insecure individuals and families, paying patrons motivated by community impact, and university students at Rutgers-Newark. Go-to-market is community-led, relying on organic social media (Facebook, Instagram, X), email newsletter, earned media driven by celebrity founder Jon Bon Jovi, and referral partnerships with local service providers covering housing, mental health, and substance use support.

Operationally, the organization is small (1-10 employees per firmographic data), augmented by a large volunteer base (177,850+ cumulative volunteer hours, 55,200+ volunteer shifts, 2,000+ volunteers). To date the network has served 234,000+ meals, facilitated 50+ housing placements, and 9 employment placements at the Toms River pop-up alone. The parent foundation has separately delivered nearly 1,000 units of affordable housing across 12 states. In 2026 the organization received the James Beard Foundation Impact Award and a Candid Platinum Transparency rating, alongside Charity Navigator four-star recognition, providing institutional credibility. Technology stack is minimal: Square for donations, Shopify for retail, and Dine On Campus for campus ordering.

Name

JBJ Soul Kitchen

Legal name

Jon Bon Jovi Soul Foundation

Website

https://jbjsoulkitchen.org

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

JBJ Soul Kitchen is a non-profit community restaurant network operating three New Jersey locations under a Pay It Forward model, serving food-insecure individuals and paying patrons with three-course meals sourced from local ingredients. Founded in 2011 under the Jon Bon Jovi Soul Foundation, it supplements donation revenue with Soul Seasoning merchandise and private events.

Ownership category

akta.pro rank

Headquarters

HQ city

Red Bank

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Suggested Meal Contributions: Paying customers make suggested donations for their meals. Those who can pay are encouraged to also donate to cover meals for others (Pay It Forward). Every $20 donation covers one meal for someone unable to pay.
2. Merchandise Sales: Sales of JBJ Soul Seasoning (Original, Cilantro Lime, Nashville flavors) and other merchandise through online store. Proceeds support the nonprofit mission.
3. Private Events and Catering: Hosts private cooking demonstrations, luncheons, and dinners at Red Bank and Toms River locations. Also hosts monthly summer BBQ series.
4. Foundation Support: Funded by the Jon Bon Jovi Soul Foundation, a nonprofit established in 2006. Foundation has helped provide nearly 1,000 units of affordable and supportive housing across 12 states.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

JBJ Soul Kitchen operates non-profit community restaurants serving three-course American Regional meals using locally-sourced ingredients under a Pay It Forward model. Paying customers make suggested donations to cover their own meals and donate toward meals for those unable to pay; guests who cannot donate are invited to volunteer their time in exchange for a meal. The menu rotates bi-weekly and is offered at locations in Red Bank, Toms River, and Rutgers University-Newark.

Product overview

JBJ Soul Kitchen operates as a non-profit community restaurant network with a Pay It Forward model, combining restaurant services with food insecurity relief. The core offering is the JBJ Soul Kitchen restaurant experience, serving three-course meals at locations in Red Bank, Toms River, and Rutgers University-Newark. Supporting products include JBJ Soul Seasoning (a proprietary three-flavor seasoning blend sold for retail) and branded merchandise sold via Shopify. The organization also offers volunteer programs for community members and private event hosting services.

Differentiator

Problem solved

Functional benefit

Brands

• Soul Seasoning: Signature seasoning product line offered in three flavors: Original, Cilantro Lime, and Nashville. Available for purchase through the organization's merchandise store.

Products and services

• JBJ Soul Kitchen Restaurant Services Non-profit community restaurant services operating a Pay It Forward model where paying customers' donations cover meals for those unable to pay. Serves three-course American Regional meals using locally-sourced, organic ingredients in a dignified dining environment. Locations include Red Bank, Toms River, Rutgers University-Newark, and a former pop-up at Ocean County Library.
• JBJ Soul Seasoning

Quantifiable outcome

• 234,000+ meals served
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Ocean County LibraryminorStrategic or Co-development Partner · 1 February 2025JBJ Soul Kitchen operated a pop-up location inside Ocean County Library in downtown Toms River to serve the unhoused population. The pop-up provided nutritious meals, hygiene kits, and referrals to services. Closed April 30, 2026.
• FulfillcoreStrategic or Co-development PartnerPartnership with Fulfill for a choice food pantry at The B.E.A.T. Center in Toms River, providing additional food security resources alongside the JBJ Soul Kitchen restaurant.
• Rutgers University-NewarkcoreStrategic or Co-development PartnerJBJ Soul Kitchen operates inside the Paul Robeson Campus Center at Rutgers University-Newark, addressing food insecurity among students. Open to Rutgers-Newark community only.
• Toms River High School South Business AcademyminorChannel Partner/ Reseller/ DistributorStudent volunteers from the Business Academy participated in the Toms River Pop-Up, gaining real-world experience while supporting the community.
• Local Service ProviderscoreStrategic or Co-development PartnerPartnership with housing assistance, substance use support, mental health services, and other critical needs providers. Facilitated 276 referrals resulting in 13 housing placements and 9 employment placements.

Scale indicators14 records

Recent moves11 records

Expansion highlights5 records

Market position

Competitive moat4 records

Customer concentration

• Xtwitter.com/JBJSoulFound
• Facebookfacebook.com/jbjsoulkitchen
• Instagraminstagram.com/jbjsoulkitchen
• LinkedInlinkedin.com/company/jbj-soul-kitchen

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JBJ Soul Kitchen