The business had become well-established at 1597 Northampton Street. Everything up to this point was pre-Interstate 91, so northbound and southbound traffic moved along Northampton Street (Route 5) through Holyoke. Nick’s Nest was ideally situated for Holyoke residents and out-of-town travelers.
Nick’s Nest continued operating under the management of Charles Malfas. The story of Nicholas Malfas Sr.’s life and business was retold in several newspaper articles, primarily around milestone anniversaries of the eatery.
The dining spot was selling approximately 2,700 hot dogs each week, and one of its 1960 ads stated that the average American ate about 63 hot dogs annually. Nicholas Malfas and his spouse, Katina, lived at 1597 Northampton Street above the business. Katina’s mother resided on the top floor.
In 1970, Constantine “Charlie” Malfas and his wife opened Constantine’s Fine Gifts at 9 Dillon Ave., on the side of Nick’s Nest. The gift shop featured items such as china, crystal, spice sets, candles, and greeting cards.
1971 marked the 50th anniversary of the business. In celebration of this event, Charlie Malfas rolled back the prices to 1921. Hot dogs and popcorn were each a dime, and soft drinks were a nickel. There is a photo below of the throngs of customers waiting outside to be served at these yesteryear prices. The Malfas family did not anticipate such a turnout and sold out of everything.
In 1973, Nick’s Nest adjusted its hours to attract the luncheon diners. Also, nighttime business was not as brisk as in the past, so the eatery was closed by 8 or 9 P.M. daily. The establishment did not operate on Fridays for a time.
On July 9, 1975, Nicholas Malfas Sr. died at the age of 87. His wife, Katina (Panagopoulos) Malfas, had passed the previous year. The business was transferred to Charlie Malfas, and the Malfas family legacy at Nick’s Nest continued.
Newspapers.com (paid subscription): Citations: Holyoke (Massachusetts) Transcript & Transcript-Telegram; Springfield (Massachusetts) Republican; publication dates and pages are shown.
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