The General Merchants Concept
Born out of a trip back home from Australia in 2013, a brief encounter, with old friends at their recently opened café 5A in Stranmillis, sparked an idea for a new business. Seeing that there was still a gap in the market for a progressive café, the guys decided to lay it all on black. One of the partners quit his job in Australia and moved his unborn son, partner and Golden retriever back to Belfast to open the café.
Seeing this as an opportunity to use our local produce (which is regarded as some of the best in the world) combined with the Antipodean hospitality mentality, the concept of General Merchants was born. Fast forward six months, a trip under the radar to look at potential sites (the original site was Ormeau Road 361) and after a few wines were consumed, handshakes were made and the wheels were set in motion to pursue the business concept.
After much debating about whether the menu and design was too progressive they decided to go ahead, take the plunge, and scrape what money they had together to open the corner site at Cabin Hill Park. Building on a tight budget, many lessons were learned in a short period of time & when the doors opened, a dishwasher had not even been installed! After the normal teething problems of a new food venue, we have matured and grown organically to where we are today. We are very humbled to be included in the forever growing food scene of Belfast.
Everything in our kitchen is cooked to order, similar to the short order cooking style of Australia and we try to keep our menus seasonal. Our kitchen teams are constantly looking to what is on trend regarding new cooking techniques, flavor and style.
We work closely with some of Europe’s best roasters to bring seasonal coffee to Belfast. Our close relationship with our roasters means all the hard work is done by us. We select, taste & dial in each coffee that goes through our cafés so you can enjoy great coffee in store or grab a bag to take home.
We now have a loyal following and are very excited about what the future holds both within the hospitality scene of Belfast and our own progression.
Please note, we do not take bookings for our brunch service. All tables are on a first come, first serve basis.
Book online for our evening service. For large parties (8+) please contact the shop.
Location & Contact
General Merchants (Newtownards Rd)
481 Upper Newtownards Road, Belfast
Tel: (0)28 9065 2708
|Monday:||08:00 - 17:00|
|Tuesday:||08:00 - 17:00|
|Wednesday:||08:00 - 17:00|
|Thursday:||08:00 - 17:00|
|Friday:||08:00 - 17:00|
|Saturday:||08:00 - 17:00|
|Sunday:||08:00 - 17:00|
|Monday:||08:00 - 16:30|
|Tuesday:||08:00 - 16:30|
|Wednesday:||08:00 - 16:30|
|Thursday:||08:00 - 16:30|
08:00 - 16:30
17:30 - 21:30
08:00 - 16:30
17:30 - 21:30
|Sunday:||08:00 - 16:30|