N. LAVALLETTE, NJ – It’s a trip back in time, to pre-super storm sandy, down the shore. It’s a breakfast spot, where the coffee is almost too good to be true, and everything on the menu starts with the foundation of “basic goodness”. It’s a place where you can hang out on a rainy day, grab a cup of coffee a classic board game or book, maybe a snack or two and hang out in a comfortable chair or around your grandmother’s kitchen table while the storm passes. It is a cozy little nightspot with weekly live music and great snacks. It is General Store and it is a gem.


Joe and Ashley Keegan grew up at the shore, love the ocean life and share a common passion for great tasting, real food. Both worked the New York City food scene and after a family matter that brought them back to the jersey shore, they realized, that is where their hearts really were. Now they are sharing that passion with the public in a great spot on Route 35 in North Lavallette. You can find them by their engaging messaging on both the white board on the front of the building and the sandwich board on 35.


Besides the welcoming home-like atmosphere, the love for all authentic things “down the shore” what’s most enticing is their Instagram page.  A few scrolls is all it takes and what you see is a passion for service, locally sourced and preserving the beautiful environment they are surrounded by.  The Keegans are passionate about serving fresh, locally sourced food and outstanding coffee. The bean of choice is No Six Depot.  Found in the Berkshires, and rooting back to Buenos Aires combined with a love for cooking and music, blends magically for a flavorful rich cup. And after a tasting of their cold brew, iced coffee and favorite blend you will find all of your coffee needs readily and richly fulfilled.


Its more than worth the trip. It’s a place you will visit more then twice, and count the days until you can return. It’s a page from the past, turned into a chapter in the present with deep commitment to a healthy, sustainable fresh future. Its General Store, but its so much more.