Café lets So. Bruns. residents rock around the clock
Rockn' Joe Coffeehouse offers food, drinks, rock n' roll
BY MADELLINE PIZARRO Staff Writer
Coffee is a beverage that typically brings people together for relaxation and great conversation.

PHOTOS BY SCOTT FRIEDMAN Above: Rosa and Victor Inturbides relax during the grand opening celebration of Rockn' Joe Coffeehouse Bistro in Kendall Park on Saturday. Right: Rockn' Joe's franchise owner Kim Lee enjoys good music along with his coffee.

Rockn' Joe Coffeehouse + Bistro, which had its grand opening in Kendall Park on Route 27 Saturday, offers coffee and conversation in a rock 'n' roll atmosphere.

Rockn' Joe's serves a variety of coffee, teas and sweetened beverages and a lunch and dinner menu including paninis, sandwiches and assorted desserts.

Chairs, tables and large comfortable couches line the shop while guitars, albums and pictures of legendary rock stars surround the café walls to create the ambiance.

Music is played continuously and there are plans to bring live bands to the shop, said franchise owner Kin Lee. "The music has all kind of genres," he said. "Sixties music, adult alternative, we change it up a bit, like every 15 minutes, so people don't get bored."

The music volume is adjusted to allow customers to have conversations and the lighting is changed at different points of the day for the desired ethos, Lee said.

Unlike other cafés, Rockn' Joe's encourages its customers to stay in the shop to converse and enjoy their drinks.

"The whole concept of the café is to have a place where the South Brunswick community can come… a place where he or she can think, hang out, stay and drink a cup of coffee," he said.

Victor Iturbides, 50, and Rosa Iturbides, 49, first entered the store because they usually visit the Kendall Park strip mall. Victor Iturbides said he liked Rockn' Joe's more than other coffee establishments.

"It's closer and has better food. It has a great atmosphere and quality food and drinks. You feel like you're at home," he said.

One of the most well liked drinks is the Van Halen, a blended mix of vanilla, hazelnut syrup, espresso and steamed milk, while another non-coffee favorite is the hot chocolate, Lee said. The SpecialtyCoffeeAssociation of America bestowed Rockn' Joe's the Golden Cup award for 2008 and uses only organic, pesticide-free coffeewhere farmers are paid fair salary under free trade.

Though the coffee was a little expensive, that is expected because of the high quality of the menu, Rosa Iturbides said.

Andy Thompson, 49, a resident of Franklin Park, also feels businesses like Rockn' Joe's is a necessary component for the town.

"It's something the community has needed for years. The owner is smart to come to South Brunswick because we don't have this here… I've said before that the guy who does something like this will be rich."

South Brunswick Mayor Frank Gambatese, who cut the ribbon during the grand opening ceremony, said a few words after the ceremony about the new business.

"We're really pleased to have Rockn' Joe's Coffee here in town because it's important that small business be a part of the community," he said. "It's a nice addition to the town. There's no place here where we can get a cup of coffee during the night and the day."

Despite the excitement about the place, the current economic climate may be a troubling issue for the franchise.

"I am worried about it," Lee said. "If people aren't willing to spend then we'll be affected."

Some customers do not necessarily agree.

"Well, if you think about it, you'd be out spending $50, $100 for dinner," Thompson said, "but at a coffee place it's $6, $7. Everyone can afford a cup. It's also about atmosphere and service. If you can get those two things it's a recipe for success."

Jonathan Jaffe, the Public Relations consultant for the business, said Rockn' Joe's coffee is an affordable luxury because to get the same café ambiance, service and quality South Brunswick residents would have to travel into New York City or to Princeton.

This would inevitably cost more than coming to the local establishment, he said.

Rockn' Joe's is located at 3570 Route 27 North in the Town Place shopping center. The hours of operation are 6 a.m. - 10 p.m. Monday to Thursday; 6 a.m. - 11 p.m. Fridays and 8 a.m. - 10 p.m. Saturdays and Sundays. For more information, call 732-821-9500 or visit www.rocknjoe. net.

For a video featuring Rockn' Joe's, visit www.gmnews.com.