Kelly’s

Kelly’s: The How, The Why

The cat’s out of the bag, or should I say beefs?

Tl:dr version: Yes, I’m working with Kelly’s. They’ve made improvements and are paying me to promote, but it’s not as simple as that.

In January 2025 AAM15 bought Kelly’s Roast Beef. Kelly’s was a distressed asset. It had fallen all the way off. To be frank, it was fucking terrible. They were no longer considered a beef worth having to most of the beefing community. They were a laughing stock. The butt of a joke. I’m not sure I remember a time when they were considered good. That’s the sad truth.

We all know the history. Kelly’s literally invented the North Shore Beef. That was then. This is now. Gone are days when mullet having, IROC Z driving dudes are cruising revere beach in search of women and beefs. It’s an entirely new game and Kelly’s didn’t adapt.

I had a thought. The previous regime hated me. Rightfully so. I wasn’t kind. I was harsh. I was honest. When I saw the ownership change I saw it as an opportunity to get Kelly’s back on the map. I found out who was in charge and reached out. Ryan Dion was the CEO of Kelly’s back then. We began to email. Then a couple calls and then a meeting. Things were getting pretty serious. He was open to saving the name. He wanted Kelly’s to get some respect back. We were rolling. This was February 2025. In March 2025 I received a text. Ryan left Kelly’s. Not sure the details on why but I was gutted. I really wanted to be part of the team that resurrected this iconic beef shop.

Months later I decided to punch back in. Found out the CEO of AAM15 had taken over Kelly’s. David Masse is a local guy. A BEEFER. Salem State educated and a Nicks OG loyalist. I took another swing. I found him on LinkedIn and reached out. I got an email back from another Kelly’s employee. I ignored. I’m not here to talk to anyone but the boss. I’m Andy Fucking Ferg.

Dave eventually responded directly. We exchanged pleasantries. He and I have a lot in common. We set up a meeting. Kelly’s in Danvers. He and I and operations manager Jim Rataj. Jim has been with Kelly’s for 40 years. He wasn’t the biggest fan of me for obvious reasons. The meeting was going well. Jim went to the kitchen to make me a beef “the way I’d like”. Dave and I continue chatting. A few minutes later the sandwich arrives.

To my surprise it looks amazing. It’s pink as fuck, dripping with Jimmy on an onion roll. Cheese was on top but if that’s the only issue we’re onto something. I take a bite. It’s glorious. Rare, shaved thin and delicious. I’m shocked. They did it. They can do it. Then I’m told they can’t serve this to their customers. Their customers don’t want the modern beef. They like it the way it is and was. The traditional Kelly’s way. Now i’m aggravated. I’m no longer corporate ass kisser Andrew. I’m Ferg and it’s time to be real.

“Well, Jim, that’s all fine and good but what happens when all your Kelly’s loyalists are dead? You see every day lots of Kelly’s customers die and none are born. I give you 5 years until it’s over”.

Obviously he didn’t love that and communication broke down again.

I kept in touch with Dave. We talked but not often. Unbenounced to me someone else in the company was paying lots of attention. Bobby Sacramone works directly with Dave and is a next generation beefer. He grew up on Londi’s and Jamie’s. Between my harsh words about mortality and his direct influence a break through was made. Kelly’s decided to join the 20th century and try to put out what people want. It’s crazy that they weren’t to be honest. They already have all the ingredients and they showed me they’re more than capable.

Bobby reached out to me. We became fast friends. I love this kids hustle. He gets it. I started consulting on how to get them to where the people want them to be. This has been going on for months. Quietly. I didn’t need to yell in a parking lot. I didn’t need to put them on blast. I didn’t need to threaten.

Once they had the beef dialed in it was nut cutting time. My time and influence are not free. We struck a financial deal that made sense for everyone. This makes me sound like a sell out and maybe I am but this was never just about the money. Being part of the team that resurrected this iconic beef shop feeds my huge ego. Also, I wouldn’t publicly back this venture if the beef sucked. I’m happy to report that it doesn’t. What I’ve tried has been delicious. I can’t speak to what they will be putting out on November 10th and beyond but I can report that they are capable of putting out a good beef.

Kelly’s is rolling out a new menu on November 10th. They are going to be offering a new beef. It’s called The North Shore Way. It’s rare, sliced thin with cheese on the bottom and lots of Jimmy. They are also still going to offer the old school Kelly’s beef people who have dentures still love.

Starting on Tuesday you can get The North Shore Way at every Kelly’s location. If you download their rewards and accept their welcome offer that first beef is free. Try it. Let the beef world know if they nailed it or fucked it up. My job was to get you to try it. Their job is to make a 3way you’ll love.