Toasting the change of ownership for Jeff’s on the Square in Berlin are, from left, new owners Adam Seidl, Kelly Goldsborough and Ashley Goldsborough. They are joined by prior owners Judy and Jeff Bending. The Bendings owned and operated Jeff’s on the Square for the past 52 years.
Roger Mathews photo
Jeff Bending has hung up his apron and retired, bringing an end to 52 years of serving customers as the owner/operator of Jeff’s on the Square in Berlin.
But that doesn’t mean the restaurant is closing.
After considerable searching, Jeff and his wife, Judy, found a family who purchased the restaurant and will continue the service and reputation that Jeff’s on the Square is known for.
Kelly and Ashley Goldsborough, along with Ashley’s brother, Adam Seidl, bought Jeff’s on the Square recently after a long search for a business they could open in the area. They were living in the North Carolina area while Kelly pursued a career in the Navy.
“We wanted to move back to Wisconsin because we grew up here,” Ashley said. “Not in Berlin, but in the Shawano-Bonduel area. We were trying to figure out what the next chapter was going to be and we wanted to do something that involved the community, so we were looking at businesses for sale. Then this one popped up and it said that they [the Bendings] had owned it for 52 years.”
Standing in front of Jeff’s on the Square are, from left, new owners Kelly and Ashley Goldsborough, Adam Seidl and former owners Jeff and Judy Bending.
Roger Mathews photo
The Goldsboroughs found Jeff’s on the Square online and loved the way the restaurant looked, especially the bar. They then went onto Facebook and looked at all of the positive comments, and thought it seemed like a wonderful place. This took place in December 2025, but the Goldsboroughs needed time to get themselves and family to Wisconsin.
“Jeff and Judy were more than accommodating and helped us out by delaying the closing until we could get here,” Ashley said. “We thought it was a long shot that they would agree to something like that, but they did.”
What surprised the trio about the business purchase was the acceptance by the community.
“We didn’t know how well we’d be received buying it from Jeff and Judy, but everybody was very open and welcoming and supportive to us,” Ashley said.
Kelly echoed that sentiment.
“Everyone we’ve come across has been incredibly supportive,” he said.
The new owners took charge of the business as of Wednesday, July 1 and their hope is to continue just as things have been going under the prior owners.
“A lot of people were worried about all the changes that we’re going to make, but everybody that I’ve come across and that they have come across, we say that we’re not going to change anything,” Ashley said. “The staff wants to stay and the menu is staying the same, so come in and say ‘howdy.’”
A legacy in Berlin handed off
The Bendings now face a future without running the restaurant that dominated their lives for the last 52 years. Long days in the business now will be followed by leisure, according to Jeff.
“It hasn’t even sunk in yet,” he said. I’d like to do more fishing. I used to do a lot of fishing, but haven’t lately.”
Both Jeff and Judy insist that the best part of owning the restaurant was interacting with people.
“[I’m] not going to miss the breakdowns and the problems, but I am definitely a people person and I’m going to miss the people the most,” Jeff said.
Judy noted that “customers turned into friends.”
It won’t be just the customers Jeff will miss, but also his staff. He has people who have been with him for up to 37 years and his chef has 14 years with the restaurant.
Jeff began his 52-year journey right after he graduated from high school back in 1973. He was only 17 and could not even purchase a license to run a business, so he had to wait for his 18th birthday.
His future wife, Judy, worked with him in the bar and restaurant owned by his parents, Rose and Lloyd’s Wonder Bar, and went with him when he opened his own burger and pizza place.
It initially was called “Jeff’s Pizza,” but after several renovations over the years, Jeff transitioned into a supper club and called it “Jeff’s on the Square.” It remains in the same place today.
That made a difference to Jeff.
Jeff and Judy Bending hold up gifts and recognitions for Jeff’s “on the Square’s” 50th anniversary inside of the restaurant in 2024.
Izaac Downie photo
“I can guarantee in the history of Berlin that no one has been in business for 52 years in one place with one owner,” he noted. “There might have been people who moved to different buildings, but one location, one owner, I guarantee nobody’s done that.”
While Jeff’s children helped out in the restaurant over the years, they no longer will be involved in the daily operations. Some of those positions will be filled by the new owners, with Kelly Goldsborough working in the kitchen, Seidl working the bar and Ashley Goldsborough running everything else.
The Bendings have given back to the community over the years. They live in Berlin, are a part of the community and gladly participated.
“We were very close and tight with the community,” Jeff said. “We did a lot of donating and gave a lot of money to the St. John’s [Lutheran] School and the Catholic school, all the organizations. We were always great with everybody and in a small town, that makes a difference.”
Jeff’s on the Square always relied on the greater area for customers, Jeff noted.
“I’ve got people driving here from Oshkosh and Neenah and Ripon, and they go past 10 restaurants to get here. It makes me feel good,” he said.
Part of that customer loyalty comes from a good staff, according to Jeff, and his staff has become his family.
“If you find somebody good, you better take care of them,” he said. “Yeah, they’re few and far between. And both of us have been very fussy about who we hire. I’m so glad the staff decided to stay on. Otherwise, they’d be lost.”
When asked what he would say today to his 18-year-old self if they were to meet, Jeff was emphatic.
“Treat your customers the way you want to be treated because that’s your bread and butter,” he said. “That’s the big key, you have to get along with people; you can’t be snobby to them. You don’t have to like them, but you have to respect them. They will bring you money.”
In addition to the importance of hiring the right staff and treating them well, Jeff also pointed to the restaurant being neat and clean as critical. He noted that if the bathrooms were dirty, what is the customer going to think about the kitchen.
After all the years of serving the Berlin community, the Bendings wanted to thank their customers, staff, family and friends for everything.
“We are truly going to miss them,” Judy said.