Rockin' Roasters Redefines the Burger Joint

Contrary to popular belief, Rockin’ Roasters is not a coffee shop.

 “We have a lot of people come in who think it’s coffee, but it’s a gourmet burger/sandwich joint,” said Angelo Melchiorri Jr., Jackson, head chef and co-owner with his family of the establishment at 702 Tenth Ave., Belmar.

While young at 22, Melchiorri isn’t the new kid on the block. A graduate of the Institute of Culinary Education, New York City, he trained with chefs from Daniel and Per Se, both New York City, and owned by renowned chefs, Daniel Boulud and Thomas Keller, respectively.

“I’m a trained chef; I got out of school in 2010, and worked in New York City,” prior to opening the restaurant.

The catchy name Rockin’ Roasters was thought up by a number of people but, “My mom is taking full responsibility for the name,” said Melchiorri.

Primarily a take-out joint, the cozy eatery is unlike any other according to the chef.  “We make pretty much everything in-house; it’s all personal recipes,” he stated. 

“We offer a signature roast beef sandwich to a 1 ¼-pound burger.  I created the entire menu myself, from scratch,” said the chef, who is trained in classical French and classical Italian, some of which is incorporated in his cooking.

The eatery’s burgers are cooked on a flat-topped grill coated with red wine rather than oil.

“It gives it a sweet taste,” said Melchiorri.

Prices range from $2.95 to $8.50 for coconut shrimp and fries. 

“A lot went into our pricing; we try to be in between everybody – we have some of the lowest prices in Belmar,” opined the chef and member of the Belmar Chamber of Commerce.

His inspiration for Rockin’ Roasters came from genetics. 

“I come from an Italian background; my family, we all cook.  It’s all second nature,” he said. “It looks like a fast-food place, but everything’s the highest quality.”

The “roasters” in the eatery’s name are its roast beef and pulled pork.  The “Rockin’ Beef” sandwich of roast beef topped with cheese and apple slaw, and accompanied by au jus was declared by two patrons as “mouth-watering,” and “sweet, yet salty.”

Pulled pork is winning over customers. 

“I’ve been selling a lot of pulled pork – I roast the pork in-house and I make my own barbecue sauce,” stated the chef, who stressed his pork is not cooked in a smoker, but roasted for seven to eight hours until it gets “so tender it actually falls apart.”

Several different burgers – named after 1950's cars such as the T-Bird cheeseburger – are on the menu.  The “Roadmaster” specialty burger features Rockin Roasters’s “secret special-blend” burger, enhanced with cheese, bacon, a fried egg and … peanut butter!  A bestseller right now is the “Imperial,” a 1 ¼-pound burger with onion rings, lettuce, tomatoes and house-made barbecue sauce.

Various sandwiches – such as the chicken parm “Gleason” – are named after 50s actors and actresses, and several are served on a divine brioche.

Are you Jonesing for chicken?  Try the “Blazin’ Chicken,” one of two fried chicken sandwiches available, consisting of a Buffalo chicken sandwich with mild or spicy wing sauce and blue cheese dressing.  Grilled chicken sandwiches are also on the menu, as well as chicken fingers.

Standard sides such as jalapeno poppers, onion rings and “Rockin’ Fries” with special house seasoning are available, joined by healthy fare such as the chef’s own apple slaw combining apples, cabbage and house special dressing.

Due to its eclectic menu, Rockin’ Roasters doesn’t field many unusual requests, other than patrons building their own salads by substituting cucumbers for pecans in the eatery’s “Belmar Salad.”

Melchiorri keeps Rockin’ Roasters a family affair, with help from not only mother, Rosalie, but father, Angelo Sr., and sister, Rosie as well.

“My sister is an aspiring pastry chef and she makes desserts,” which are available currently only on weekends, said the chef.

Her creations include a “scratch” vanilla cupcake with Nutella filling topped with vanilla-strawberry frosting, and a chocolate Guinness cupcake with Guinness beer that is being perfected at present.

The establishment’s out-of-the-ordinary menu is daunting to some – the Roadmaster with peanut butter can be unconventional, and Melchiorri admitted, “We do such a wide variety of traditional American food, that people are initially nervous, but everyone who comes in and eats comes in again.”

“Everything – that’s not an exaggeration,” exclaimed the chef when inquired about his customers.  “I have parents come in with kids for chicken fingers, and I have a guy in his 50s who comes in every day for a Roadmaster.”

He tries to cater to the soccer moms who want a quick burger for the kids, but “We also cater to the party crowd in the early morning hours,” he commented.

Rockin’ Roasters hasn’t forgotten the “health conscious” patrons. 

“We have three to four hair salons who are all women and they order from us every day,” said Melchiorri, noting the women order all healthy food so he accommodates with fare such as turkey burgers with lettuce, tomato and avocado; and veggie burgers with eggplant and spinach.

While the take-out establishment only seats three at stools, foot traffic is good and improving.  Lunch is a busy time, and with the bar scene picking up, weekends are as well.  Business is also contingent on weather, and a recent rain/hail storm in Belmar wasn’t helpful.

“We’ve been open two weeks and I have 50 regulars already.  I’ve gotten fantastic feedback,” exclaimed the proud chef.

Complaints are few and far between. 

“We don’t get complaints, except for the amount of time needed to make the dish, because everything is made fresh and to order,” said the chef.

During the occasional down time, Melchiorri’s staff is cleaning to keep the eatery spotless, yet “I don’t do that whole ‘boss’ thing – I’m right there with the guys,” whether it be in the kitchen or on the floor.

Why open a burger joint in Belmar?

“Belmar – beautiful beaches and great people,” gushed Melchiorri, who feels his is technically the only burger joint in Belmar.

Rockin’ Roasters is especially accommodating to the after-dark crowd.

“Being from Jackson and in my 20s, I come to Belmar often because of the bar scene, but when you’re at a bar, they close at 2 a.m., and you can’t get any food, and I’ll be open ‘til 3 a.m.,” he continued.

The eatery doesn’t have a liquor license, but that doesn’t faze Melchiorri:  “I’ll let the bars take care of liquoring people up, then I’ll feed them.”

Rockin’ Roasters will expand slightly into its backyard space with five tables seating up to 25 and –  following Belmar approvals – add three tables and seats on its sidewalk.

Melchiorri will add a few more menu items, and start weekly specials after Memorial Day, delaying the start as “I want everyone to get into the groove first,” before he experiments with his culinary skills in the specials.

The young chef is in his element at his establishment, and explained culinary creations are his life.  He admitted to applying for reality TV shows, but never got the call.  However, he’s living the dream and doesn’t need reality shows, stating “I like to gloat a little bit because I know I’m good at what I do.”

The devoted Melchiorri said the best part of his day is when he arrives, and the worst, when he leaves, “It’s a passion I have; I love every minute I’m at work.”

Rockin’ Roasters is open Tuesday-Thursday, 11 a.m.-9 p.m., Friday and Saturday, 11 a.m.-10 p.m., and Sunday, 11:30 a.m.-8 p.m.  Summer hours begin Memorial Day, and are Tuesday, and Thursday-Saturday, 11 a.m.-3 a.m.; Wednesday, 11 a.m.-10 p.m.; and Sunday, 11 a.m.-9 p.m.  The eatery is closed Mondays, year-round.  Delivery is available.  Its telephone number is 732-749-3305, and its website is currently under construction.