Ashtyn Asay 
Maybe your local fave isn’t a large chain, but it’s still got multiple locations. New York Magazine’s Grub Street recently took a closer look at this niche of businesses that fall somewhere between a neighborhood favorite and a full-blown national brand, dubbing them “chainlets.” This got us wondering: what are some of the Garden State’s best chainlets? Read on for more about our favorite Garden State chainlets.
What is a Chainlet?
So, what exactly is a chainlet? The buzzy term generally refers to a locally rooted business that has expanded beyond its original storefront to multiple locations, but still feels distinctly independent and tied to the community it came from. As New York Magazine puts it, these are businesses that:
“Are able to replicate across the five boroughs (and occasionally over state lines) without ever growing too big. These are the chainlets, which outlast trends and feed neighbors in several neighborhoods at once. They’re growing and thriving — able to leverage the economy of scale without losing their local flavor…”
New Jersey has plenty of its own version of the phenomenon. From Shore-born taco spots to Hudson County coffee shops and longstanding delis, these businesses have expanded throughout the state while maintaining a strong sense of place.
For this roundup, we’re using “chainlet” a little more loosely than New York Magazine does. Some of these businesses have more than a dozen locations, while others have expanded outside New Jersey or have just a handful of outposts. But they all share the same basic idea: They’re local businesses that grew into something bigger without quite becoming the kind of chain you’d see in every state. Here are some of the NJ chainlets worth knowing:
Alessio’s | Hoboken, Weehawken, + Jersey City
Locations: 5
Founded in Hoboken by Luca Infantino, Alessio’s Cafe has steadily expanded throughout Hudson County. Today, the Italian eatery has two locations in Hoboken, two in Jersey City, and one in Weehawken. The menu covers everything from egg sandwiches, breakfast wraps, and coffee to panini, pasta, pizza, and Italian specialties. With its mix of casual neighborhood-cafe energy and extensive Italian-American menu, Alessio’s is a quintessential example of a local business growing without losing its original identity.
“For us, growing Alessio’s Cafe in New Jersey has always been about more than simply opening new locations,” Luca told The New Jersey Girl. “Hudson County is home to such a diverse, close-knit community, and we’ve been fortunate to grow alongside the people who live and work here. Each location has given us the opportunity to become part of a neighborhood, get to know our customers, and create spaces where people can come together over good food and coffee.”
Alfalfa | Hoboken, Edgewater, Jersey City, + Princeton
Locations: 8 total, 5 in New Jersey
Alfalfa has gone from a Hoboken farmers’ market concept to one of New Jersey’s most recognizable health-forward local eateries. The brand now has locations in Hoboken, Jersey City, Princeton, and Edgewater, along with outposts in Los Angeles and Santa Monica, California. Its colorful salads, wraps, breakfast burritos, smoothies, and gluten-free doughnuts have helped make Alfalfa a go-to for a quick meal that feels a little more exciting than your standard fast-casual lunch. The brand’s first Bergen County location opened in Edgewater in June, marking another step in its New Jersey expansion.
Ani Ramen House | Montclair, Cranford, Jersey City, Maplewood, + Summit
Locations: 6 total, 5 in New Jersey
Ani Ramen House is another New Jersey-born concept that has grown well beyond its original storefront. The ramen-focused restaurant currently lists five New Jersey locations: Montclair, Cranford, Jersey City, Maplewood, and Summit, plus a location in Larchmont, New York. The restaurants serve ramen alongside bao, Japanese-inspired small plates, noodles, and other dishes in a lively, modern setting. Ani is a good example of a restaurant that has developed a recognizable brand while still feeling connected to the individual downtowns where its restaurants are located.
Booskerdoo Coffee and Baking Co. | Red Bank, Asbury Park, Holmdel, Fair Haven, + Monmouth Beach
Locations: 5
Booskerdoo Coffee and Baking Co. is very much a Jersey Shore original. Booskerdoo started out in Monmouth Beach in 2011 before opening its second cafe and bakery in Fair Haven and eventually establishing its roasting and baking operation in Asbury Park. Today, the coffee company has cafes in Fair Haven, Monmouth Beach, Red Bank, and Holmdel, with its headquarters and roastery in Asbury Park. The brand’s focus on freshly roasted coffee and baked goods, including the opportunity to watch coffee being roasted, gives each location a distinctly local feel.
Brennan’s Delicatessen | Rumson, Red Bank, + Oakhurst
Locations: 3
Brennan’s Delicatessen is a Jersey Shore deli institution with locations in Rumson, Red Bank, and Oakhurst. The business goes beyond the typical deli counter, offering sandwiches, breakfast, salads, pastries, gourmet takeaway dishes, and catering. Its multiple locations have allowed Brennan’s to grow while maintaining the feel of the neighborhood deli where locals can stop in for a sandwich or pick up dinner for the family.
Brooklyn Square Pizza | Jackson, Manalapan, Bradley Beach, Toms River, Shrewsbury, + Marlboro
Locations: 6
Brooklyn Square Pizza has turned its signature upside-down square pie into a mini Jersey pizza empire. The pizzeria currently has locations in Jackson, Manalapan, Toms River, Bradley Beach, Shrewsbury, and Marlboro. The specialty is, of course, the square pizza with cheese underneath and sauce on top, but the menu also includes traditional round pies and a full selection of Italian-American dishes.
Choc O Pain French Bakery + Cafe | Hoboken + Jersey City
Locations: 4
Choc O Pain French Bakery and Café is the kind of business that makes you momentarily forget you’re in New Jersey. Founded in Hoboken in 2012 by Clémence Danko, the bakery and cafe has expanded to four locations throughout Hoboken and Jersey City. The Parisian-inspired shops specialize in French breads, croissants, pastries, cakes, coffee, quiche, and sandwiches.
Hidden Grounds Chai and Coffee House | New Brunswick, Jersey City, + Hoboken
Locations: 8 total, 6 in NJ
Hidden Grounds Chai and Coffee House is known for its coffee, chai, and Indian-inspired offerings, including its popular Bombay-style sandwiches. After opening its doors in Jersey City in 2013, Hidden Grounds now has multiple neighborhood cafes in New Jersey, as well as two shops in NYC. Its shops are designed to have a cozy, lively atmosphere where customers can connect.
“As we’ve grown, the goal has never really been to become a big chain,” Anand Patel, co-founder of Hidden Grounds, told The New Jersey Girl. “We want to build neighborhood cafés that happen to share the same name — places where the regulars and the community still shape the experience. New Jersey is where we learned how to do that, and it’s still the foundation of Hidden Grounds.”
Joe Leone’s | Point Pleasant + Manasquan
Locations: 3
Joe Leone’s is a Shore staple for Italian specialties, prepared foods, sandwiches, cheeses, meats, and catering. This spot was co-founded in 1997 in Point Pleasant Beach by Joseph Leone Introna and John Hilla. The business has become synonymous with Italian food at the Jersey Shore, particularly for shoppers putting together a holiday spread, grabbing prepared food for dinner, or stocking up on specialty ingredients.
Millburn Deli | Bridgewater, Millburn, Montclair, Morristown, Ridgewood, + Westfield
Locations: 6
The Millburn Deli has been slinging sandwiches on Millburn Avenue since 1946, making it one of the oldest businesses on our list. While the original Millburn location remains the heart of the brand, the deli has expanded to five other communities throughout New Jersey. Of course, the Sloppy Joe is the signature order, but the menu includes a huge selection of sandwiches, wraps, salads, soups, and other deli staples.
“We never sat down with a map and decided suburban New Jersey represented a massive untapped sandwich opportunity. We had one deli that people seemed to like, and over time we became convinced (perhaps foolishly) that we could recreate what made it special in another local town,” Andrew Morgan, owner of Millburn Deli, told The New Jersey Girl. “Then we did it again. And again. And somewhere along the way, we became (I guess?) a chainlet.”
Mojo Coffee Company | Hoboken + Jersey City
Locations: 3
Mojo Coffee Company opened its doors in 2020, and now has two locations in Hoboken and one in Jersey City. Mojo is known for its coffee, fun specialty drinks, and treats. The cafes have become neighborhood work-from-home spots and everyday coffee stops, giving the brand the kind of community following that makes a business feel distinctly local.
O’Bagel | Hoboken, Parsippany, Princeton, New Brunswick, Montclair, Basking Ridge, + Stirling
Locations: 8
Family-owned O’Bagel was founded in Stirling by Sam El-Hassan and has roots dating back to 1995. Beyond the classic everything and scallion, O’Bagel has made a name for itself with creative breakfast sandwiches and coffee. Its expansion is a particularly Jersey take on the chainlet concept: take one of the state’s most beloved food categories and build a recognizable local brand around it.
Rook Coffee | Oakhurst, Colts Neck, Freehold, Holmdel, Long Branch, Silver, Manalapan, Point Pleasant, Red Bank, + Wall
Locations: 11
Since its inception in 2010, Rook Coffee has become a Shore staple with 11 locations throughout Monmouth and Ocean Counties. The business is known for its specialty coffee drinks and numerous flavors of cold brew concentrate, including maple New Orleans, peanut butter mocha, and cinnamon vanilla. Rook Coffee also sells its coffee and cold brew concentrate online, so if you’re out of state, you’re not out of luck.
“We’ve never wanted to be everywhere just to be everywhere,” Holly Migliaccio, co-founder of Rook Coffee, told The New Jersey Girl. “Every location we’ve opened has been intentional, and if we decide to open more, those will be intentional too. What matters most to us is protecting the quality and the people, no matter how big we get.”
Surf Taco | Silverton, Point Pleasant, Lacey, Wall, Red Bank, Seaside Park, Manasquan, + Long Branch
Locations: 8
Surf Taco first opened in Point Pleasant in 2001 and has since expanded to eight locations throughout New Jersey. Its menu goes well beyond tacos, with burritos, bowls, salads, quesadillas, and smoothies. The restaurant’s surf-inspired atmosphere and Shore roots make it feel unmistakably local.
Tacoholics | Red Bank, Brick, Toms River, + Sea Girt
Locations: 4
Tacoholics began as a New Jersey food truck in 2016 before growing into a brick-and-mortar business. Today, locations include Red Bank, Brick, Toms River, and Sea Girt. The menu puts a creative spin on tacos, burritos, bowls, quesadillas, nachos, and other Mexican-inspired street food. Its origin story, a group of hometown friends turning a food-truck idea into multiple restaurants, is almost tailor-made for the chainlet category.
Tacoria | Summit, Montclair, Morristown, Jersey City, Hoboken, Piscataway, Edgewater, Paramus, New Brunswick, Ridgewood, Princeton, Freehold, Cherry Hill, + Marlton
Locations: 12
According to the restaurant’s website, Tacoria was founded by two college friends “who REALLY love Mexican food, and we wanted to share our love with others back home.” The fast-casual Mexican concept now has 12 restaurants throughout the Garden State. Its menu focuses on tacos, burritos, quesadillas, bowls, salads, and other Mexican street-food-inspired dishes.
The Hive | Hoboken + Jersey City
Locations: 2
The Hive’s website describes the business as “a place of discovery, comfort, and connection.” The shop has locations in Hoboken and Jersey City where guests can enjoy a beverage while browsing retail offerings, and younger visitors can take advantage of the in-house play space. They serve coffee from Kobrick’s, treats from iDelights and Boomerang Bites, as well as their popular cinnamon rolls, which are made in-house.
Toast City Diner | Montclair, Asbury Park, Cranford, Red Bank, + Manalapan
Locations: 5
Toast City Diner began in Montclair in 2007 with the simple mantra “Peace, Love, + Pancakes.” The business has since expanded to Asbury Park, Red Bank, Cranford, and Manalapan.
The restaurants serve the kind of broad, comforting breakfast-and-lunch menu that makes a diner a local staple, from pancakes and French toast to eggs, sandwiches, salads, and other all-day favorites.
Van Hook Cheese and Grocery | Jersey City + Montclair
Locations: 2
Van Hook Cheese + Grocery is perhaps the most niche business on this list, and that’s part of the appeal. At its locations in Jersey City and Montclair, the shop specializes in artisan cheese, cured meats, specialty groceries, and prepared foods, including its popular made-to-order grilled cheeses. Van Hook has built a loyal following around its carefully selected products and neighborhood-shop feel.
“We’ve grown in New Jersey because these are communities we know and feel connected to,” Carl Chastain, owner of Van Hook Cheese and Grocery, told The New Jersey Girl. “Our two shops opened in places where we were living at the time, which gave us a real understanding of the neighborhoods and confidence that there was an appetite for the kind of shop we wanted to create. I think it would be much harder for us to drop into a community we had no connection to and try to recreate that.”
See More: The Must-Try Pasta Spots in Jersey City
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