Tropical-themed cafe opens in South River
BY MICHAEL ACKER
Staff Writer

SCOTT PILLING staff The Palm Tree Cafe recently opened on Old Bridge Turnpike in South River, located above a sub shop and ice cream store.

SOUTH RIVER — A local man has opened a new cafe that he believes is very different from commercial chains.

Bill Coles, 35, of East Brunswick, had the Palm Tree Cafe built above his other businesses, Sub Delicious and Silly Billy’s, on the South River side of Old Bridge Turnpike.

The cafe, he said, is an attempt to introduce something new to the area.

“We have a very unique atmosphere here,” Coles said, “more of a tropical atmosphere to get away from the stressful New Jersey atmosphere. It is more relaxed.

“Everything is so commercialized today. I thought about it for the past two years — with all of my travels, I was looking for something different, with unique designs.”

Coles, a lifelong resident of East Brunswick, has been in the cabinet-making business all his life. His other business, the Cabinet King, was based in the township but has been relocated to Pennsylvania.

Coles studied cabinet making, design and architecture at Middlesex County Vocational and Technical High School, and went to work in Manhattan and New Brunswick for four years as an apprentice in the trade.

As Cole now works toward making Cabinet King a mass-production company, the Palm Tree Cafe will serve as his “near-home” small business.

Coles spent a year arranging the cafe’s design, then took seven months to get approvals, permits and architectural plans drawn up before the yearlong construction process could begin.

“This place is high end,” he said. “There are decorative masks I got from Kenya engraved on the walls. We came up with some very unique designs with spears.”

Authentic bamboo, a large fish tank and a decorative treasure chest, among other items, were added to evoke the cafe’s tropical theme.

“The reason I chose this [property] was [because] no one could build on the side or the back of us and the view caught my eye. Years ago I was impressed by the view.”

To capitalize on the cafe’s high vantage point and unobstructed view, Cole had a deck added that overlooks both East Brunswick and South River.

“It is totally different then when you go into a commercial place with white walls. Even our lighting is unique.”

The property dates to the 1950s and was used as a florist shop and then a hair salon for 20 years. A member of the South River Historical Society told Coles the land’s earliest use was as a hotel in the 1800s, when it was a local hot spot.

The cafe has seating for 20, and 21 parking spaces on the site. Its main area has a beach theme, and a cave room in the back with two waterfalls is designed to provide a more intimate setting.

While Coles believes adults will enjoy the cafe, he said teenagers will find it “a great place to go on a date.”

The menu includes specialty sandwiches for lunch, and Coles noted that the cappuccinos and lattes served at the cafe will not be in plastic cups, but in glasses.

Their menu also includes Junior’s cheesecakes as well as Palm Tree’s own bakery of eight varieties of cheesecake. Fudge cakes, cannoli and other desserts are also on the menu.

Coles is planning a Valentine’s Day event, and he plans to have a DJ play music weekly at the cafe. Hours of operation are Monday through Thursday from 4 to 10 p.m., and Fridays and Saturdays from 4 p.m. to midnight. Lunch time hours were being arranged.