BELLVILLE — A light snowfall coated the rooftops of Bellville late Saturday morning as patrons shuffled through the door of the V&M Restaurant.
As the breakfast rush began to taper off, employees set up tables just inside the door and brought out trays of chicken wings, meatballs, veggies and dip, Christmas cookies, and a giant, juicy ham. The meal didn’t start until noon, but at 12:02 the line already spanned half of the front dining room — many guests showed up early to secure their booths.
“We usually have a pretty good crowd,” said owner Shawn Riffe. “On average it’s between 150 and 200 people. A lot of it depends on the weather.”
The Christmas dinner has been a V&M tradition for about 30 years. It began when the previous owner, Riffe’s father Joe, decided to serve a free buffet-style lunch to ensure that Bellville’s poorer residents had a nice meal for the holiday. Over the years, it’s evolved into a seasonal highlight and a chance for V&M to express gratitude to its loyal customer base.
“The people we serve are the reason we are successful. Being able to give back and say ‘thank you’ makes every day worth it,” said waitress Ame Boehm, who has only missed one dinner in her eight years at V&M.
Much of the restaurant’s clientele is made up of regulars. Many come the same day and time each week. Some sit in the same booth and order without need for a menu.
“We always say it’s like ‘Cheers,’” said Bev Wirick, who drives to the V&M from her home in Lexington three or four times a week. “Everybody knows your name.”
Her friend, Ginger Mosey, agreed.
“Bobbie and Shawn and their waitresses are so friendly. It’s more like they’re your friends.”
“If they’re not real busy, Shawn will sit down and talk to us,” said Jane Butler.
She and her husband, Jack, have been faithful customers since the couple moved to Bellville in 1992. After the move, Jack came into the V&M each morning to eat breakfast and read his book.
“That only lasted for about three weeks,” he said.
Soon the breakfast hour regulars knew his name — and new friendships were born.
“I had to find someplace else to read,” he added jokingly.
While an atmosphere of friendliness and community has always made V&M unique, staff members say there’s something special about the holiday dinner.
“On that day they’re coming in as friends and family … it’s much more personal,” Riffe said.
“It’s my favorite day of the year to work here,” Boehm said. “People sit family style since seats are limited. Most people end up sitting with people they didn’t come with. Everyone is super laid back and there is a lot of laughter.”
The dinner is still free to the public. The only money the restaurant receives comes from a tip jar for the waitresses, who volunteer their time to serve drinks and clean tables.
“For me, this is a community event. It’s really not about the V&M, it’s about Bellville,” Riffe said. “We benefit from it, it’s good PR for us, but that really has nothing to do with it.
“It’s about saying thanks to the customers and thank you to the town for what they do for us the rest of the year.”
