Coach's Corner Deli Has That "General Store" Feel

When Emily Rose was attending Centenary College in Hackettstown, New Jersey, she worked at a tiny little Mom and Pop boutique.

“It was awesome,” she recalls. “It gave me a lot of inspiration.”

Little did she know, however, that she’d soon own a like establishment.

Coach’s Corner Deli is its name: a corner. The almost-completely triangular building fits perfectly at the corner of Hoover Avenue and Valentine Road. Emily’s parents bought the building, and her sister Mollie ran the business while Emily was away at college. However, when the Business Administration Management major returned home, Mollie was worn, and asked Emily to assume ship steering. “This wasn’t in the plans,” says Rose, “but it all happens for a reason. It was exciting – and scary.”

If tourists or visitors to town should ever ask where the general store is, point them towards Coach’s Corner Deli. Rose knows all the kids from local Franklin School, and is familiar with most folks and families in the neighborhood. “It’s important to know people. People appreciate it.”

She, cook Joe Hall, and counterperson Jack Montgomery got to know Bloomfield resident Peter Sammon on his first visit. He’s here almost every day, occupying one of the two available tables. “If I’m not here,” he laughs, “it’s for a good reason. I start my day off right.” On this day, he enjoyed his usual: eggs with sausage, home fries, toast, and cinnamon coffee. “They make it anyway you want it. They’ve taken care of me for two years.”

“And the coffee here is good,” verifies Emily, while also mentioning that Coach’s Corner Deli is a Wi-Fi hot spot.

Original wood floors are what you step on when you enter this aged, comfortable, tiny spot that also sells fresh cold cuts, newspapers, and even has its own free library of about 25 books! And I don’t think there’s a cemented return date.

And then there’s the food, especially The Bomb. That’s taylor ham, egg and cheese with fried pepperoni on a round roll for $5.00, or on a long roll for $6.00. I enjoyed a sausage and cheese on roll, and I can attest to the abundance of meat and cheese therein, as well as the quality. And to begin celebrating the weekend early, visit on “Five Dollar Friday,” where five specific menu items are offered for just $5.00. “Lots of people like it, especially the kids,” Rose says. There are also options of making your own three-egg omelet, daily breakfast specials, featured burgers, Italian hotdogs or cheese steaks on an Italian or pizza roll, and many types of sandwiches.

 “We are,” claims Emily Rose, “THE true Mom and Pop – one of the last ones standing. We’ll customize your order, and we’ll even meet and greet you at the door.”

Coach's Corner Deli, 220 Hoover Avenue, Bloomfield, (973) 743-9595, open weekdays at 6:30 am, weekends at 7:30 am