ASHEVILLE – Jeremy LaRochelle is fighting for his right to cook after Tropical Storm Helene destroyed his franchised restaurant, Moe’s Original BBQ, at the edge of historic Biltmore Village.
The pitmaster will soon be serving meaty, hearty meals again, this time, from his new food truck, Beefie Boys, while he searches for a new brick-and-mortar for the barbecue shack.
“I’ve been working with different cuts of meat my whole life,” LaRochelle said. “This has always been a little dream of mine to do as a side hustle. Once I found out we wouldn’t be able to do a Moe’s food truck in Biltmore (Village), that’s when I decided to take this idea and make it my full-time gig for right now.”
Jeremy LaRochelle, pitmaster and owner of Beefie Boys food truck, launching in Asheville in the summer of 2025.
Beefie Boys’ concept is influenced by his time living in the Northeast, and the name pays homage to one of his favorite music groups, The Beastie Boys.
Beefie Boys will tentatively begin operations in June. Here’s how to check it out.:
What happened to Moe’s Original BBQ?
LaRochelle said he has worked with Moe’s Original BBQ company for many years, assisting with launching the Woodfin and other U.S. locations.
LaRochelle moved to Asheville a year ago after living in the city for nine previous years. In between, he worked at Moe’s Original BBQ in Portland, Maine, for six years.
Moe’s Original BBQ in Biltmore Village was destroyed during Tropical Storm Helene.
Last April, he became the owner of the franchise location at 4 Sweeten Creek Road, several months before Tropical Storm Helene devastated Western North Carolina and caused the Swannanoa River to rise a record 27.33 feet, blanketing Biltmore Village with floodwater.
“We took on water all the way to the roof,” LaRochelle said. “There’s probably 12 to 15 feet of water that went through there.”
He said the back half of the building, including the office and pit room, was ripped off, and the equipment was a total loss.
LaRochelle said the business didn’t have flood insurance, and the building sustained too much damage to reopen the restaurant at that location.
Where is the Beefie Boys food truck?
Beginning this summer, once the food truck buildout is completed, Beefie Boys will be parked outside Fetch Dog Spa, 66 Sweeten Creek Road, about a quarter mile down the road from Moe’s Original BBQ.
Like Moe’s Original BBQ, Fetch Dog Spa was totaled by Helene, though in the River Arts District, and had to move to a new home.
The owner, Kim Scofield, reopened it on Sweeten Creek in January. It’s the former site of 7 Clans Brewing’s Asheville taproom, which closed after Helene. Scofield said the business’s higher elevation and placement ease her concerns about future flood events.
Scofield said the new partnership will mutually benefit her and LaRochelle’s businesses.
“It will give my clients an extra treat while they’re waiting for their dog to be groomed,” Scofield said. “It will ultimately help Jeremy’s business, too, having traffic in and out of the parking lot of my business.”
While many upper Biltmore Village eateries and breweries, like French Broad River Brewery, Hillman Beer, and Village Pub, have reopened after Helene, the lower historic district is gradually recovering, and businesses are reopening. LaRochelle said Beefie Boys will add to the limited food options as reconstruction continues.
“For me to be back in Biltmore (Village), it just seems right,” LaRochelle said. “With the lack of food there, it’s important to be a part of it.”
LaRochelle said he employed 12 staff members before the barbecue restaurant closed due to Helene. Two of the workers will join him on the food truck.
What’s on the Beefie Boys’ menu?
North Shore Boston hot roast beef sandwiches, Chicago hot Italian beef, barbecue brisket and other regional classics will top Beefie Boys’ menu.
“Asheville’s a great little melting pot where people from all over the country move to,” he said. “People who move here miss the cuisine that they grew up with, so I’m excited to bring that different cuisine that’s not available here in Asheville.”
LaRochelle described the North Shore Boston hot roast beef sandwich, a popular New England dish, as an elevated version of Arby’s classic roast beef sandwiches with thin, shredded beef. It will be topped with jardiniere and served with au jus.
LaRochelle will cure pastrami and corned beef for Reuben and New York-style deli sandwiches.
A vegetarian version of the Philadelphia cheesesteak will be offered.
Sandwich prices will range from $10 to $16.
Beefie Boys will launch with lunch and dinner six days a week, and make pop-up appearances at area breweries and events. LaRochelle said he is not affiliated with the Massachusetts-based Beefie Boys food truck.
“A lot of people lost their businesses. I have to start over again,” La Rochelle said. “I’m starting from scratch. I haven’t been more excited to get something like this going, back in Biltmore, part of the rebuild, and back to cooking again.”
Beefie Boys
Where: 66 Sweeten Creek Road, Asheville.
Opening: Tentatively June 2025.
Info: The Beefie Boys’ website, beefieboystruck.com, and social media pages, @beefieboysfoodtruck, will launch soon.
Tiana Kennell is the food and dining reporter for the Asheville Citizen Times, part of the USA Today Network. Tips, comments, questions? Email tkennell@citizentimes.com or follow @PrincessOfPage on Instagram/Bluesky.
This article originally appeared on Asheville Citizen Times: Biltmore Village restaurant owner to launch Beefie Boys food truck
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