the best blend for our burgers,” said Jay Ammons, who is overseeing Uncle Billy’s Burger Joint as well as the entire surrounding campus. “What we wound up creating was the perfect blend of ground chuck, brisket and short rib. Then we tested different ways to smash them and I think we’ve really perfected it.” You only need to taste one of their signature “Smashbillys,” like the Steakhouse Smashburger: a symphony of flavors combining juicy beef, ooey-gooey cheese, crispy fried onions, roasted garlic, and smoky aioli, all sandwiched between a perfectly buttered, griddled bun. The intense care that went into every topping, down to ensuring a blissfully textured char on the bun, sets an entirely new standard in burgercraft. In fact, you don’t even need to taste it for yourself. You can get a feel for the experience just by standing next to someone who is. “Marty (Pellici), the general manager at The Crazy Crab, actually moaned when he took his first bite,” said Reilley. “He told me, ‘You know it’s good when it creates an audible reaction.” The peak of zen simplicity, the menu puts the burgers front and center, with the classic sidekicks of chicken fingers and fries the only outliers. But that’s not to say you’ll want for options. Part of the appeal at Uncle Billy’s Burger Joint is that you can also order off the menu at Papi Tequila’s right across the plaza. “It’s not your typical dining experience… we want people to bounce around or sit in one place and decide where they want to order from,” said Reilley. “You can pick and choose. If you have one family member dead set on tacos, and another dead set on a burger, you can get them both.” This menu sharing is just the first step in what the Reilley family has planned for the plaza that bears their name. Eventually, they hope to create a “one-stop shop” for large families, echoing the popularity of food halls but setting it amid one of Hilton Head Island’s most popular hotspots. “I think the main goal is to make the plaza as lively and energetic as possible, adding in things like Pickleball as well as other restaurant concepts,” said Reilley. “This is just another piece of the puzzle.” The next step will actually take place within the walls at Uncle Billy’s. Their milkshakes, a classic accompaniment to a burger, have already gained a rabid following. They’ll soon be joined on the menu by a classic root beer float bar. “It’s going to feel like an old school soda fountain,” said Reilley. “We’re looking at having a range of different handcrafted root beers as well as local root beers for people to mix-and-match with their ice cream.” From there, the Reilley family will add their next concept this summer in Reilley’s Plaza. This time, they’re taking the same dedicated approach they’ve taken to burgers and applying it to pizza. “There are a million different recipes for artisanal style dough, and we’re going to find the right one. In fact, we want to have the best pizza on the island,” said Ammons. “We want it nice and airy, so we’ve even been experimenting with different ovens.” Once completed, it will add another element to the dynamic dining experience that CRAB is creating in Reilley’s Plaza. “I’m very excited about bringing new energy to this plaza,” said
Ammons. “It’s really becoming a place where families can just come out, order exactly what they want, and just enjoy themselves.” As next steps go, Uncle Billy’s Burger Joint is a big one. So how did the real Uncle Billy react when he found out the family’s latest endeavor would have his name on it? If you know your own family’s grillmaster, you can expect that he was thrilled in his own stoic way. “He didn’t react too much,” said Reilley with a laugh. “But he thought it was pretty cool.” UNCLE BILLY’S BURGER JOINT Reilley’s Plaza • (843) 715-0460 www.unclebillysburgerjoint.com TASTEOFHILTONHEAD.COM
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