The Velveteen Habit
Farmhouse dining redefined in Cape Neddick
When Ben Goldman made his decision to dive into the restaurant business, he explored many options in southern Maine and farther afield. Ultimately, he chose to open the Velveteen Habit in a 1765 farmhouse in Cape Neddick—the former home of the pathbreaking farm-to-table Arrows Restaurant. The attention-getting choice is proving to be both a blessing and a curse. “The challenge has been to make people realize this is new. What we’re doing here is very different,” Goldman says. “On all fronts, the level of quality throughout is the same as it was at Arrows, but we’re trying to establish ourselves as a traditional farmhouse-style restaurant.” The Velveteen Habit is tucked away in a residential neighborhood, removing guests from the summer hubbub and crowds, making it feel like they’ve arrived at the best dinner party. “You pull into the driveway and the landscape, the gardens look really refined,” says Goldman. “What we love is the juxtaposition of that with the rusticity we’ve created. It’s unexpected and that’s our goal.”
The atmosphere and decor is decidedly casual and completely relaxed. The bar
is compact and cozy, with dark wood, copper accents, and the original farmhouse fireplace. A high communal table invites guests to mingle. “Diners can make their experience here whatever they’re in the mood for,” he notes. Have a cocktail and bite at the bar, a stroll through the grounds with a glass of wine in hand, or a special- occasion dinner tucked cozily into one of the plush velveteen banquettes. Whatever you decide to make of your visit to the Velveteen Habit, certain consistencies are assured by Goldman and his team: warm hospitality, attentive service, and an eclectic menu featuring the very best of the season.
Ben Goldman is not a restaurateur by training, but he’s taken on the Velveteen Habit with the enthusiasm and zeal of any entrepreneurial start-up. His past experience as a Wall Street financier serves him well on the business side, with a firm understanding of the numbers and how to work as a team. What may be more relevant is his upbringing in a tight, food-centric family, complete with Italian grandparents who grew bushels of tomatoes then cooked them into sauce for days. “Everything we did revolved around food,” says Goldman. “I’ve always been fascinated with food and hospitality; the nurturing and nourishing of people.” His father’s side is Jewish. “My grandmother’s chicken soup still haunts me,” he reminisces. That family background and focus on hospitality is evident in Goldman’s warm, easy way with diners.
He roams the dining room, slim and stylish in jeans and sneakers paired with a tweed vest. He’s clearly happiest when engaging with diners, especially about wine. Goldman has earned a Level 2 sommelier certificate and has put together a varied, palate-driven wine list. Varietals, vintages, and regions are listed in no particular order. “It makes people pay attention and really dig into the list,” says Goldman. He relishes conversations with diners about their preferences and works to come up with a good match. He believes this experience elevates the bond between the restaurant and the guest, establishing a personal relationship and a level of trust. Many of the wines are available by the glass as well, in both six-ounce and three-ounce pours, an excellent way to have a taste of something new. “I’m really proud of our wine program,” Goldman says earnestly. “I love when people want to try something they haven’t had before.”
When Ben Goldman made his decision to dive into the restaurant business, he explored many options in southern Maine and farther afield. Ultimately, he chose to open the Velveteen Habit in a 1765 farmhouse in Cape Neddick—the former home of the pathbreaking farm-to-table Arrows Restaurant. The attention-getting choice is proving to be both a blessing and a curse. “The challenge has been to make people realize this is new. What we’re doing here is very different,” Goldman says. “On all fronts, the level of quality throughout is the same as it was at Arrows, but we’re trying to establish ourselves as a traditional farmhouse-style restaurant.” The Velveteen Habit is tucked away in a residential neighborhood, removing guests from the summer hubbub and crowds, making it feel like they’ve arrived at the best dinner party. “You pull into the driveway and the landscape, the gardens look really refined,” says Goldman. “What we love is the juxtaposition of that with the rusticity we’ve created. It’s unexpected and that’s our goal.
The atmosphere and decor is decidedly casual and completely relaxed. The bar is compact and cozy, with dark wood, copper accents, and the original farmhouse fireplace. A high communal table invites guests to mingle. “Diners can make their experience here whatever they’re in the mood for,” he notes. Have a cocktail and bite at the bar, a stroll through the grounds with a glass of wine in hand, or a special- occasion dinner tucked cozily into one of the plush velveteen banquettes. Whatever you decide to make of your visit to the Velveteen Habit, certain consistencies are assured by Goldman and his team: warm hospitality, attentive service, and an eclectic menu featuring the very best of the season.
Ben Goldman is not a restaurateur by training, but he’s taken on the Velveteen Habit with the enthusiasm and zeal of any entrepreneurial start-up. His past experience as a Wall Street financier serves him well on the business side, with a firm understanding of the numbers and how to work as a team. What may be more relevant is his upbringing in a tight, food-centric family, complete with Italian grandparents who grew bushels of tomatoes then cooked them into sauce for days. “Everything we did revolved around food,” says Goldman. “I’ve always been fascinated with food and hospitality; the nurturing and nourishing of people.” His father’s side is Jewish. “My grandmother’s chicken soup still haunts me,” he reminisces. That family background and focus on hospitality is evident in Goldman’s warm, easy way with diners.
He roams the dining room, slim and stylish in jeans and sneakers paired with a tweed vest. He’s clearly happiest when engaging with diners, especially about wine. Goldman has earned a Level 2 sommelier certificate and has put together a varied, palate-driven wine list. Varietals, vintages, and regions are listed in no particular order. “It makes people pay attention and really dig into the list,” says Goldman. He relishes conversations with diners about their preferences and works to come up with a good match. He believes this experience elevates the bond between the restaurant and the guest, establishing a personal relationship and a level of trust. Many of the wines are available by the glass as well, in both six-ounce and three-ounce pours, an excellent way to have a taste of something new. “I’m really proud of our wine program,” Goldman says earnestly. “I love when people want to try something they haven’t had before.”