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Larrry Goldberg first became aware of Maoz Vegetarian as a costumer in one of the Manhattan locations of the international kosher franchise, leading him and his partners to open their own in the heart of downtown New Brunswick.

"I enjoyed the product so much I thought other people would too," Goldberg told The Jewish State.

Maoz (the Hebrew word for rock), located at 385 George St., opened March 7. The restaurant features vegetarian and vegan dishes such as falafel and salads as well as fresh juices made to order and lemonade and ice tea brewed on site daily.

"We saw a need for healthy fast food," Goldberg said, noting that the restaurant's "signature dish" is the "Maoz Sandwich," a falafel sandwich that costumers can fill with a variety of toppings and sauces of their choosing. Prices range from $4.95 for just a Maoz sandwich to $8.75 for the "Meal Deal" -- a Maoz sandwich with eggplant and hummus, Belgian fries, and a soft drink.

While many costumers order the food for take-out, there are also tables at the restaurant for sit-down.

Maoz Vegetarian, an international franchise whose first restaurant opened in Amsterdam, the Netherlands in 1991, has locations throughout the world including in France, the United Kingdom, and Spain. The first American location opened in Philadelphia in 2004 and has since expanded to cities throughout the United States including several in Manhattan.

Rabbi Israel Mayer HaLevi Steinberg, an Orthodox rabbi in Brooklyn and the rabbinical director of CupK Kosher Supervision, oversees all of the region's franchises including the one in New Brunswick.

The owners of the New Brunswick franchise are Goldberg, a resident of Springfield, Robert Wolberg of Edison, and David Brous of Scotch Plains.

Asked why he and his partners decided to open the restaurant in New Brunswick, Goldberg said that "the franchise looks for a downtown, urban environment."

In New Brunswick, Goldberg explained, the restaurant will be able to "serve local business people as well as college students, as well as the local community."

Since opening the restaurant less than two weeks ago, Goldberg said the response from the community has "exceeded our expectations." "There has been a line out the door every day during lunchtime," he said.

For the three partners, the New Brunswick restaurant is only the beginning of their new business venture.

"We're already looking for additional locations throughout the state," Goldberg said, declining to say where they were looking to locate, only noting that they hope to open the state's second establishment by the end of the year and to have "many" more locations in the future.

"It's a new venture for the three of us, but if the first week is any indication, I think we will be very successful," he added.

Becca Zandstein, a junior at Rutgers University who commutes from Highland Park, said she plans on taking advantage of Maoz, especially as a place to go in-between classes.

"It's a lot easier to walk to Maoz [between classes] than a restaurant in Highland Park," she said.