The Jersey Shore is known for many things. Thousands of people gravitate to the coast of Jersey during the summer for beach days, seafood specials, and live music in the sand. Yet, for locals here all year round, it's evident that there's another big draw in living by the shore — coffee. And there's one spot in particular that every Jersey Shore resident needs to be aware of — Rook Coffee. it's almost impossible to be unaware of Rook’s influence down the shore. For those followers of Rook dying to know more about their beloved coffee, The Jersey Shore Girl spoke to one of the owners, Holly Migliaccio, to get all the inside scoop. Keep reading to learn more about Rook Coffee — the go-to coffee spot at the Jersey Shore.

How it All Started

Holly Migliaccio and Shawn Kingsley, the present co-owners of Rook, grew up in Monmouth County. They went to high school together in West Long Branch but went away to different colleges to pursue their future careers. Years later, after graduating college, both were living in Manhattan, Holly working in sales/marketing and Shawn in finance. Holly said she  "Remembered sitting on the floor in Penn Station, seeing Shawn, exchanging numbers, and the rest is history."

Photo Credit: Rook Coffee

The rest was the future establishment of Rook Coffee, but at the time, it was just their reconnected friendship and the comfort of a familiar face in NYC. As young adults in their early twenties, the friends would meet for dinner after long work hours. Holly recalls there was a recognition, through their dinner conversations, "within [one another], that [they] were hard workers." Throughout the years that followed, Holly and Shawn developed a close friendship, always keeping in touch despite their growing and changing life paths.

Read More: Atlantic City Opening First LGBTQ+ Bar and Restaurant in Over 20 Years

In 2008, Holly, who had been contemplating leaving the corporate world, quit her job, and with no plan, she traveled overseas to discover the 'more' she was looking for that the corporate world was not fulfilling. On the way home, she had a layover in San Francisco, where Shawn had been living. They met to catch up as they'd done so many times before, but this time, it was different.

"Shawn proposed that we start a coffee business together," Holly told JSG. With the chance of getting that 'more' she was looking for, Holly accepted her friend's proposition, and from here, the Rook journey began.

The Beginning Stages

Photo Credit: Rook Coffee

At first, the plan was to start the business in Brooklyn, which is how the name 'Rook' came to be. However, as Holly and Shawn began setting up shop, Holly remembers that it "started to feel scary" as they realized they had no friends or family to help them physically start the business — whether it be with the design, structure, or mere moral support of the coffee shop.

When Holly and Shawn realized it would be challenging to start their coffee business in New York, they returned to their roots at the Jersey Shore where they had friends, family, and a sense of belonging. Holly told JSG, "Home is sweet, and we took it for granted."

Photo Credit: Rook Coffee

From there, Holly and Shawn began searching for a vacant storefront in a Jersey Shore town that they felt could be a good location for their first Rook store. One day, amid their hunt, Holly was leaving Asbury Park and drove through Oakhurst. She saw what appeared to be a cute little shack with a "For Sale" sign. It felt like a hidden treasure: conveniently located in Oakhurst, which the co-founders felt would have an influx of customer opportunities, being close to Asbury Park, Monmouth University, and a prime vacation spot for New Yorkers to visit in the summertime.

In 2010, Holly and Shawn transformed that cute shack into their first Rook storefront, now known as 'Little Oakhurst.' Once the hump of finding an ideal location was solved, Holly remembers feeling as if what "[they] were doing was different. At the time, [the idea of a special coffee] would be adding a syrup flavor like hazelnut to your coffee."

The Revolution of Rook

The co-founders knew their responsibility was also to educate and expose the community to single-origin coffees. Rook Coffee also had a revolutionary pour-over method, allowing a quick brew of the customer's choice of single-origin beans. In 2010, Rook's concept was completely different from the norm of a Jersey Shore coffee shop.

'Little Oakhurst' opened its doors for the first time in January 2010. Holly remembers the gradual grind of getting Rook mixed in with the Jersey Shore community. The co-founders spread the word about their business through meeting people in the area and hosting events.

Holly reminisced with the JSG about the initial recognition that "the people were coming." By June of 2010, they had grown so busy that at one point in time, Holly remembers running out of hot water — but the co-founder recalls that she, Shawn, and their employees continued to keep the mindset of "work, work: build this thing."

Holly recalls wondering if all the hype surrounding Rook was just a fluke — she admits feeling a sense of imposter syndrome that the most successful business owners have thought at some point. Yet, as Rook stans are aware, this coffee shop is a prime example of the opposite of a fluke in popularity.

Present Time

Years later, in 2025, Holly and Shawn have grown their business to 11 locations throughout Monmouth and Ocean County. They now have an online store, a crew of Rook team members and department heads who help run the business, and a whole section of merchandise proving to be almost as popular as the coffee. Rook fans across the country wait impatiently for the limited edition flavored cold brew concentrates to come out, a product that has proven to be a staple feature of what has helped the coffee shop to stand out.

The Brand

Much of Rook's popularity is also attributed to the branding that locals have grown to love. Anyone who lives at the Jersey Shore has seen the 'Rook' bumper sticker —  a simple yet bold black drawing of a crow outlined in a circle. When JSG asked Holly how this came to be, the owner recalled that "[she] drew the logo [herself]." She purposely did not include the 'Rook' name in the logo so that it would stir conversation in the community. "If [people] don't know what it [the logo] is, they have to ask questions," she explained.  Instead of just reading the business's name, Holly wanted customers to look at their branding and feel something.

Photo Credit: Rook Coffee

Her idea proved to be successful because in 2025, Rook merchandise is so popular that even Holly has difficulty getting her hands on some of the items. The owner recently couldn't find a pair of Rook socks for herself. "They were sold out at all locations,” she confessed to JSG.

The Rook Team

Yet, it hasn't all been a smooth road. "Covid was a scare," Holly admits. During this time, which proved to be disastrous for many small businesses, Holly and Shawn focused on strengthening the core of the company — the team of employees of Rook. The co-founders emphasized training and building a team that could help the business to flourish despite the most trying of times — and now, years later, in 2025, Holly admits that their team runs the show and keeps the customers coming back for more.

When JSG asked Holly what she believes makes Rook special, she said, "[they] keep it high quality and simple." The owner also feels that the employees create the Rook experience, which makes the company unique. The co-founder is proud that customers always tell her that there is a  "feel-good moment coming to Rook." When JSG inquired about what she and Shawn look for in their employees, Holly said that being kind is the primary qualification for getting hired. "If you like other humans, that will be a good fit for our company."

The Future of Rook

JSG knows everyone wants the details about what is next for Rook. When asked about goals for the upcoming year, Holly said, "Right now, we are on the hunt for a new facility for our roasting." The owner explained that they need a larger space than the warehouse, located in Long Branch, that Rook currently uses for roasting.

Once Holly and Shawn find a more prominent warehouse location, the owner tells JSG they want to open up a new Rook location. "[Opening a new store] is a lot of fun — [the idea of a] new community. Plus, the people are itching for it."

See More: A Guide to the Coffee Shops of Hoboken

JSG loves the idea of a new Rook location — and we know all the Rook stans feel the same. It's no secret that the Jersey Shore locals can never get enough Rook Coffee, and one new storefront means more opportunities for this thriving coffee community to grow even further.