BELMAR, NJ — It was as if it happened overnight. Gone was Belmar Café, a breakfast destination for more than 30 years at 707 Main Street. And in came Comfi Breakfast & Lunch, with a colorful storefront sign that now welcomes the hungry and the curious to its doors.

Although the new eatery had a soft opening on Memorial Day, its new sign and new menu both didn't go live until six weeks later. And that’s when the community began to take notice of the “cozy and comfy café.”

Since then, Comfi is quickly becoming another early-day “go-to” spot in Belmar, featuring a menu that offers traditional breakfast and lunch fare — like eggs, pancakes and omelets to burgers, wraps and salads — and a host of house specialties, including five eggs benedict options, two styles of blintzes and what are called “delicious favorites.” Among those, there is the “And Then I Met You,” described as a “redonkulous giant sandwich on seven-grain toast stuffed with grilled turkey, guacamole, egg whites, tomatoes, pepper jack cheese and bacon for an up charge. Served with sweet potatoes fries and a belt extension. Ask for Sriracha sauce and make your day spicy!”

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The Belmar location is the second for Comfi. Its first eatery at 2638 Route 516 in Old Bridge has been a success since opening in February 2014. While plans are in the works to expand that restaurant, when Belmar Café was placed up for sale because its previous owners were retiring, it could not pass up the opportunity to open a second location — in a prime spot where it could grow its brand, according to Cody Thompson, general manager for both locations,

Comfi’s recipe for success is “giving people great-sized portions without sacrificing quality and without breaking our customer's wallets," Thompson said. “We play great music and craft a homey and comfortable atmosphere and environment that makes people feel like they are eating at a friend's brunch party.” he said.

The smiling faces of its customers "show us that we are doing something right," he added.

Comfi of Belmar is open from 8 a.m. to 3 p.m. Tuesday through Sunday. It is closed on Monday. Attached is its menupdf, with updates posted on its Facebook page on a frequent basis.

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