Carli Brennan Fans of the original Surfside Frozen Custard location in Sea Girt will be happy to hear that the beloved dessert spot has moved to a new and improved location at 187 Parker Avenue in Manasquan, New Jersey. While some things have changed, the core of the business, and, of course, the fan-favorite flavors, have stayed the same. We spoke with co-owners Hunter, Madeline, and Eloise Earle for all the details. Read on for more about the new Surfside Frozen Custard location in Manasquan, NJ.
The History
Surfside Frozen Custard was started in 2014 by brothers Rob, TJ, and Michael Earle. The Earle sisters, Hunter, Madeline + Eloise, and their 20+ cousins worked together, helping run the shop every summer, and grew it into the beloved Jersey Shore institution it is today.
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“It became a place where we grew up together, developed a strong work ethic, built lifelong relationships, and learned firsthand the hustle and bustle of owning and operating a small business — with family, which is an experience in itself,” they share. “The locals loved it, and we loved it. That’s what made Surfside so special to us. It was more than just a frozen custard shop; it became a place where our family and the community could come together, enjoy the best of summer, and make memories in our favorite place — the Jersey Shore.”
The original Surfside Frozen Custard was located in downtown Sea Girt, making fresh frozen custard daily. The surf shack-inspired space had a takeout window where customers could enjoy frozen dessert just a few blocks away from the beach. Both locals and visitors loved ending a beach day at Surfside, and it quickly became a core part of the Sea Girt community.
The New Location
Earlier this year, Hunter, Madeline, and Eloise took over the family business from their father and uncles and got to work on the Sea Girt location, dreaming up new ideas and plans, when a surprise notice from their landlord left them no choice but to pivot to their new Manasquan location.
“In April 2026 — just one month before our projected opening for the summer season — we were notified by our landlord that our little surf shack at 500 Washington Blvd in Sea Girt would no longer be available to rent and would eventually be knocked down to make way for new development,” they said.
“Our hearts were shattered. Our little custard shack held so much of our youth and childhood, and it was a place that was incredibly close to our hearts — and to the hearts of so many locals who cherish summer memories made at Surfside.”
Their father, who has also taken on the role of their business advisor, advised them that if they wanted to continue the work they had started, they would have to find a new location or let the business dissolve with the former location. In a stroke of luck, their mom noticed that the former Mattress Place location at 187 Parker Avenue Manasquan had been sitting vacant. The sisters got in touch with the landlord and once they got the green light, set things in motion.
The sisters hit the ground running, getting the new space ready for summer in record time. From new plumbing and electrical to a rebrand of the company, they put in a ton of work to turn the new space into a functioning frozen custard shop. While the original Sea Girt location was a surf shack with a take-out frozen custard window, the new space in Manasquan has a large indoor space in addition to outdoor seating. Dessert lovers can stop by to enjoy customer-favorite flavors such as coffee almond crunch, mint chocolate chip, chocolate chip cookie dough, and salted caramel, in addition to a rotating selection of seasonal flavors throughout the summer and fall. Topping options include toasted coconut, chocolate-covered espresso beans, hot fudge, and more. Surfside also has pints of ice cream available for purchase, so you can enjoy their frozen custard at home.
“In many ways, it feels like a full-circle moment: we grew up behind the counter, and now we get to carry Surfside into its next chapter together, as sisters, with the heartbeat of our family memories and our community at the backbone,” the sisters said. “We plan to stay open year-round and are so excited to be back in the swing of things.”
As the new space evolves, the sisters are constantly dreaming up new ways they can better connect with the community. Back in July, they hosted a pop-up with Finnsul, Jersey native and Tarte founder Maureen Kelly’s newest electrolyte and vitamin stick brand. The pop-up featured custom-designed merch from local vendors, giveaways, and a limited-edition flavor, Shore Thing Strawberry.
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“Losing our original Sea Girt shack location was heartbreaking, but looking back, it pushed us to fight for Surfside and gave us the opportunity to create its next chapter. Our Sea Girt shack, our community, and the existing and new memories we make are the heartbeat of Surfside — Manasquan is simply where we get to continue it and make more! Who knows, maybe a Surfside in Sea Girt or a town near you will be coming soon!”
The new Surfside Frozen Custard is located at 187 Parker Avenue in Manasquan and is open Monday through Sunday from 12:30PM-10:30PM.
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