In a town like Keene, New Hampshire, you can’t walk down Main Street without bumping into someone who knows Adam Berube—or someone who’s eaten at one of his restaurants.
Berube is the owner of Fireworks, Muse, and the newly opened Yellow Bell Cafe, a breakfast-forward spot that’s already drawing morning crowds just a week into business. But his journey to the center of Keene’s food scene didn’t start with culinary school or business plans. It started with theater and dance.
“I use it every day,” Adam says, referring to his degree from Keene State. “Being in the dining room at any of my restaurants is sort of like performing. Hospitality is all about creating a moment.”
Roots in the Region
Berube isn’t just a local restaurateur—he’s a local product. A Keene State College graduate who found his early footing working in catering and fine dining, he left for Southern California after college, chasing a career in higher education. But even with the beaches of Laguna just down the road, something didn’t feel right.
“I never really felt like I belonged in California,” he reflects. “All my friends were back in New England. I missed the community.”
So he moved back to Keene—just for “six months,” he told himself. Over a decade later, he’s still here, with three restaurants to his name and a deep bench of local support.
Fireworks: From GM to Owner
Berube’s first big leap came in 2023 when he reopened Fireworks, a long-loved Keene restaurant that had shut its doors during the pandemic. Having worked there as general manager for years, he was already the face of the place.
“I can’t tell you how many people I’d run into asking, ‘Are you going to reopen Fireworks?’ I realized there was a real opportunity—and that I was the one to bring it back.”
So he did. In just three weeks, he built a 60-person team and opened the doors again, focusing on experience just as much as cuisine. “We’re not just serving food here. We’re providing an experience. That’s why people come back.”
Muse: Creativity Meets Harsh Realities
One year later, Muse was born in a cozy 50-seat space downtown. Originally conceived as a tapas-style concept inspired by a business plan Adam wrote in college, Muse opened with a global menu and big ambitions.
But in a town where burgers and pasta reign supreme, creativity comes at a cost.
“We gave it everything, but the numbers just weren’t working. So we pivoted. We started listening—to our diners, to the data—and slowly brought in burgers, pasta, salads. We kept the vibe, but made the menu more accessible.”
And it worked. Muse found its stride, proving that compromise doesn’t have to mean losing your identity.
Yellow Bell Cafe: A Love Letter to Breakfast—and Grandma
Then came Yellow Bell Cafe, Adam’s latest and perhaps most heartfelt project: a breakfast spot with a full bar and a warm, nostalgic ambiance.
“I wanted it to feel like you’re waking up at grandma’s house and she’s making you breakfast,” he says.
The concept mixes a sit-down brunch experience with a grab-and-go pastry and coffee window. It’s already seeing massive demand, with a full-time pastry chef baking new treats daily—most of which are gone before noon.
“We’re hiring a second baker,” Adam laughs. “People are loving the donuts. And the margins aren’t bad either.”
A Tight-Knit Business Ecosystem
Keene isn’t a sprawling metro, but it is a small town filled with entrepreneurs. Berube surrounds himself with fellow local business owners—friends who double as advisors, mentors, and sounding boards.
“I sit down with my group of friends, and I realize most of them own their own businesses. That’s the amazing thing about this town—everyone’s doing something.”
It’s not always easy, though. Adam is candid about the pressures of slow Tuesdays, the unpredictability of election years, and the question every restaurateur asks: Are there enough people dining out to support us all?
His answer: not unless we bring more people in.
“Keene punches above its weight when it comes to food. But we need to market ourselves better. People drive to Northampton or Brattleboro for dinner. Why not Keene?”
Hospitality as a Way of Life
What stands out most in conversation with Adam isn’t just the vision or the grit—it’s the genuine joy he gets from hospitality.
“I love going to work. I love being around my staff and our customers. Even on my days off, I’m thinking about food, about the vibe, about making it all feel just right.”
For Berube, the restaurant business is part passion project, part performance, part community service. And in Keene’s fast-changing restaurant landscape, he’s quietly becoming its most reliable headliner.
Want to Grow Your Business Like Adam?
Behind the scenes of this conversation was It’s Freitag, a podcast by Freitag Marketing—a New Hampshire marketing agency helping local businesses tell their story, build loyal audiences, and drive growth.
If you’re a business owner looking to do things differently—more creatively, more strategically—let’s talk. Whether you serve food, build homes, or sell services, we’ll help you show up and stand out.
