DOX on Winnipesaukee coming to Weirs Beach this spring

LACONIA — When Jillian Schrader opened DOX on Winnisquam last summer, she did so with the thought the restaurant could represent a business model that could be replicated on different water bodies throughout the Lakes Region.

She just didn’t expect the second DOX location would come around so quickly.

The next DOX — DOX on Winnipesaukee — will be opening this spring.

“My parents think I’m crazy. Two restaurants in under two years is kind of crazy,” Schrader said.

DOX on Winnisquam, in Tilton, was already an outlier for the family-run Mariano Restaurant Group, which operates three other restaurants arranged around the New Hampshire-Massachusetts border.

Why the rush? Because locations such as the Winnipesaukee Pier only become available once.

“We said, 'Strike while the iron’s hot',” Schrader said.

Schrader and the DOX team were fortunate in that the location for the Winnisquam restaurant is owned by East Coast Flightcraft, which also happens to own the Winnipesaukee Pier, a wooden structure that extends from the Weirs Beach Boardwalk out over Lake Winnipesaukee. At the end of that pier is a restaurant space, which had been occupied by Anthony’s Pier Restaurant for many years. When Schrader heard Anthony’s would be relocating, she realized it was time for her to expand the DOX reach, whether she was ready for it or not.

Work has already begun on renovating the space, which will include the addition of a bar that will be able to seat around 20 people.

DOX on Winnipesaukee will differentiate itself from Anthony’s, which served casual beach fare — burgers, chowder, fries and lobster rolls — from counter service. DOX will be full-service, and serve food similar to its Winnisquam location.

“We’re focusing on fresh food,” Schrader said. “We will bring in some new things, good cocktails. We want people to feel like they’re on vacation.”

The DOX menu will include beef short ribs, salmon with seasonal fresh fruit, chicken wings and mac and cheese. As a nod to the location, it will also serve fish and chips, and will follow the lead of the local clientele.

“We are learn-as-we-go people,” said LeBlanc. “If we see something that’s not working, we’ll change it.”

“This past summer, I can’t tell you how many times I heard, ‘I wish you were on the big lake,’” said Schrader. “I look forward to seeing some familiar faces up on Winnipesaukee.”

Unlike the Winnisquam location, DOX on Winnipesaukee will be a seasonal affair, at least for the foreseeable future. The building is typically shut down for the winter, and the bulk of the 280-seat restaurant space is in an outdoor deck. Schrader said she plans to put heaters on the deck to stretch the season, operating from mid-May through October, with live music five nights each week.

She said although she’s been serving Lakes Region diners for less than a year, she has learned enough to guide the DOX on Winnipesaukee model.

“People appreciate a really good vibe, I'm trying to build that same thing here. They appreciate live music, they appreciate fresh, different food. We’re not reinventing the wheel, we’re just tweaking things a little bit,” she said. DOX is currently partnering with East Coast Flightcraft to auction off a 2024 Malibu boat with proceeds helping provide service dogs for veterans and first responders.

“I love the people up here, it’s been a great move up here. We’re planting roots here, I’m trying to get involved in the community.”