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Business & Tech

Rockn' Joe is Quirky, Cool

Caldwell coffeehouse offers good drinks, food, atmosphere

It was on one of those cold pre-winter nights of November when I decided to take the kids to Caldwell Cinema—they and three certain Hollywood chipmunks had all but forced the visit. Since I had a few minutes to kill, I figured I'd grab a cup of coffee. I promised my son a cookie as we walked west on Bloomfield Avenue, and at the corner of Smull Avenue (at 339 Bloomfield Ave. to be exact) entered Rockn' Joe. 

Located in the spot that Caldwell Camera was for decades (it's now a few stores down to the left and called Caldwell Photo), before opening a couple of years ago the retail space was given a complete overhaul, and Rockn' Joe is a cool, hip, modern-looking place that along with stores like D. Marie and even Edible Arrangements, is bringing a fresh, cosmopolitan feel to uptown Caldwell. 

Floor-to-ceiling windows allow natural light in during the day (and open up for warm weather) and offer a view of the busy Bloomfield Avenue corridor and ... well, Smull Avenue, but it's still really cool, giving an open feel to the already sizable room. There's seating for at least 50 people among the tables, couches and stools. 

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As its name suggests, the decor is musical, ripped from the pages of rock 'n' roll. Classic and not-so-classic album covers (examples: The Boss, Molly Hatchet) adorn the walls, as do guitars and other yes, rockin' paraphernalia (some of it for sale), including an awesome eight-foot Ramones standee. Perhaps carrying out a slight punk theme further is a funny sign at the front that says "hippies use back door."

With more unlikely pairings such as The J Geils Band, and Kiss, a main wall is almost a mini-museum of rock history, and is only over-stimulating in the conversation sense. While waiting in line, I proudly pointed out some records to the kids in a bit of an old fogey, "When I was your age I had that!" fashion.

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Ace Frehley was in the bathroom—not the actual famous Kiss "Spaceman" himself, but rather his made-up face on the cover of his 1978 solo album.

Cool and comfortable, and even warm and inviting with a fireplace, too, Rockn' Joe filters out (pun intended, and get ready because there are more coming) the limitations of an independent coffee shop and the somewhat spartan feels of the bigger chains, offering an alternative that looks and feels good. 

Menu

Rockn' Joe has an overall large menu, and I'm almost not sure if the pre-movie crowd knows it. It wouldn't be their fault, as the drink lineup alone is extensive, ranging from coffee-based to neat blended concoctions like the frozen juice tea ($3.75/$4.65), which is offered in berry, peach, mango or pina colada. "Dark Side of The Moo" is really cool, and is presumably where one goes when having combined steamed milk, chocolate sauce and caramel. I witnessed a teen nonchalantly down a "huge" ($5.65) while texting.

After seeing the myriad of choices, I almost felt silly just ordering a decaf coffee, as there were a whole bunch of coffee-based creations to choose from. Immediately catching my eye—and soon enough, my taste buds—was the house specialty "Van Halen" ($4.65 for a medium), which has an espresso base with steamed milk and vanilla and hazelnut syrups. Like David Lee Roth and Eddie Van Halen, the contrast works well in creating something amazing; a smooth texture and flavor tempers the strong taste of the espresso. After a few sips, I felt as bold as "Diamond Dave" in 1984.

Cupcakes and full-size ones are strategically placed in a display case near the counter—if you're deciding on what to have with your drink, get up and take a look at them, rather than just reading about them off the menu—they have to be seen to be believed.

It was love at first sight for me with the Red Velvet cake ($7.95 per slice); standing about two apples high like The Smurfs, it's a decadent creation with thick icing and a stripe of cream cheese filling separating two moist layers of rose-colored cake underneath. My mouth watered as I watched the barista lop off a piece for me—it practically landed with an audible "thud" on the plate. 

My son knows chocolate chip cookies like I know coffee and his baked treat was rather large, filling his paw. He gave it a thumbs-up with his free hand between bites.

A few days later, I stopped in before an afternoon of holiday shopping and powered up for the travail with the lite tuna salad ($7.95), which is served with sliced cucumber and tomato on an 8-grain bread. I can't name the grains—maybe here, it starts with John, Paul, George ... ? - but it was good. Out of a choice of mixed greens, fruit salad or broccoli slaw (hey, that's different and neat!), I settled on the greens. They were fresh and served with a tangy vinaigrette. 

I did finally try the basic decaf blend, which was freshly brewed. It's bold, almost chocolate-y in taste and taken "straight" (sans milk) it's not too bitter or acidic.

Rockn' Joe also offers breakfast, and in true rock spirit, offers it until noon. Offerings like smoked salmon omelette ($8.95) are cool and offer respite from your dad's western omelette as does the portobello one (also $8.95), which the menu itself exclaims is "nothing short of amazing!" The croissant french toast ($7.95) is equally left-turn fare, topped with warm Vermont maple syrup, comes with bacon and fruit salad.

Finally, there's red octopus—but only on the cover of the mid-'70s Jefferson Starship album, hanging on the wall.

Danny Says

After eating, I made my way over to the counter to talk to owner and proprietor Danny Sgarlato. He's a hands-on blur of motion, making drinks, helping workers and dashing in and out of the kitchen door, which moves as fast as he does. While waiting, I eye a spot near the wall facing Smull Avenue and think it's a good spot for a music act.

"We just started doing open mic nights on Wednesdays," Sgarlato tells me through the cake counter.

So far, he's been happy—and impressed—with the talent that's showing up, and like the overall clientele, comes from all walks of life. In addition to the performances, there are also prizes and giveaways. Coffee (and cool food) seem to bring everyone together, and the leader of the brew crew tells me he likes the diverse crowd that comes into his shop—the seniors in the morning, the moms and daughters for lunch and the college kids and classic rockers that come at night.

During our conversation, many say hello to him, most by first name. It's clear that at least here Sgarlato is a star in his own right, the face of your local Rockn' Joe, and the longtime West Caldwell resident is happy to be here.

Besides adding entertainment, he has recently been branching out his business past its walls by taking part in a recent tricky tray in Caldwell. Sgarlato mentions "that a family night is also in the works that will have great specials such as discounted meals for kids."

He likes to talk business and enjoys the duality of his business as a coffee shop and bistro, and said it affords him to be "ultra creative" in what he can offer to the community. One recent brainstorm was extending a 15 percent discount to college students during exam week.

Throughout our conversation, Sgarlato keeps an eye on things, making sure drinks are created just right and watching dishes come out of the kitchen, even marching a sandwich back in at one point—everything is made to specific order.

Never overbearing, he works in an enthusiastic manner than rubs off on the rest of the staff. His hustle and bustle is completely focused on customer satisfaction. 

Rockn' Joe is good to the last drop.

The Rockn' Joe franchise has other New Jersey locations in Cranford, Kendall Park. Millburn, Westfield and Point Pleasant Beach.

At-A-Glance: Rockn' Joe Coffeehouse and Bistro

Address: 339 Bloomfield Ave., Caldwell

Phone: 973-226-1116

Fax: 973-226-1160

Web site: www.rockinjoe.net

Serving: coffees, teas, breakfast, anytime sandwiches, salads and quiche

Cost: low to mid-priced

Recommended: The "Van Halen"

Wi-fi? Yes (free)

Bottom line: Rockn' Joe is cool beans ... and more!

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