Semicolon, New Brunswick's Newest Cafe, Invites You to 'Take a Pause'

Semicolon, New Brunswick's Newest Cafe, Invites You to 'Take a Pause'

Shop on George Street Offers Coffees, Sandwiches, Chill Vibe

There’s a new spot on George Street that invites you to pull up a stool and take a break from your hectic workday.

Semicolon, a cafe serving freshly brewed lattes, honey-walnut smoothies, a colorful array of macarons, avocado and scrambled egg sandwiches on toasted brioche bread, and more, will officially mark its arrival in City Center with a grand-opening celebration Saturday, June 24.

David Pak, who owns and operates the shop with his brother, Brian, has not only put together a menu as chill as an iced chai latte, but everything about the interior – from the hanging houseplants to the paint-and-brick walls – is designed to have a soothing effect.

“So if you saw that little sign outside, it says, ‘Take a pause.’ ” David said. “That’s our slogan. So, Semicolon is a place you can come in, take a pause, take a little break from your workday, grab a coffee or a bite to eat.”

Opening Semicolon has been a circle-of-life moment for David, who worked in the same space at 356 George Street back when it was Café Bene. David’s brother owned a Café Bene location in Jersey City before converting it to the first Semicolon café.

So, David went to work at this same space so he could learn the business while still in college, never thinking this same location would become available while the brothers were looking to expand the brand.

Fast forward eight or nine years, and now David is the one ordering supplies, hiring staff, and even mounting the cool menu board – it has a sort of Scrabble vibe to it with food and drink choices spelled out in black letters on brown, square tiles.

At the tender age of 29, he’s learned a lot about the business in just the four or five weeks since Semicolon’s soft opening.

“A lot of stuff that I struggled with was more geared toward inventory and logistical things,” he said. “I didn’t have a, I guess, a template or a guideline to go off of, so it’s kind of like being thrown in there. It’s like, ‘Hey, I need to buy these products.’ Like, what are our par levels? How much inventory can we hold? How much inventory do we need? I’ve been juggling a lot of these.”

The initial rush included a lot of Rutgers students, pre-graduation. Since there have been a lot of locals coming in to enjoy the ever-popular espressos and Americanos. They are trying some of the more exotic selections, such as matcha and bingsoo.

It’s been a true family affair, with his mom, Michelle, picking out the golden pothos, spider plants, and other lush greenery hanging about the cafe.

“So far with these customers, we’ve had zero complaints,” David said. “In Jersey City, the people can be a little, what’s the word, particular, in how they want things. People are way more friendly here. Not just the students, but the locals have been coming in and they love the space. They love the greenery. They love the coffee.

“So, it’s not much to complain about,” he added.

Story & Photo By: Chuck O'Donnell