This Is What Millburn Wants: Restaurants, Nightlife Top Survey List

Millburn, NJ – What does Millburn need?

That was the overall question posed to 171 local residents and neighbors in a recent online survey spearheaded by the Millburn-Short Hills Business Coalition.

“Late in 2015, area residents were asked to complete an online survey to determine attitudes, opinions and needs of township consumers,” organizers with the MSHBC stated in a news release.

The project was undertaken by the Millburn-Short Hills Business Coalition (MSHBC), a joint effort of the Millburn-Short Hills Chamber of Commerce, the Downtown Millburn Development Alliance and the Township of Millburn.

DEMOGRAPHICS

According to the survey:

• 78% of participants reside in Millburn or Short Hills with 22% of participants living in neighboring towns
• 89% of consumers own a home and 57% have children under the age of 18 in their household
• Roughly 43% of respondents report having a household income of more than $250,000 per year with 33% making between $100,000 and $250,000 and 15% making less than $100,000 each year (9% did not respond to this question)

RESTAURANTS

“Over 70% of area residents would like to see more restaurants in Millburn-Short Hills,” the MSHBC stated.

“The survey overwhelmingly showed an interest in more variety of restaurant choices in town. Many participants are seeking kid/family-friendly restaurants and establishments that offer organic, vegetarian, gluten-free and/or vegan choices.”

Survey takers suggested restaurants that included: Indian, Peruvian, Middle-Eastern, Farm to Table, Latin, Fusion, French, Korean, Ethiopian, New American, pub-style and fast food.

Smash Burger and Shake Shack were mentioned in numerous surveys, the MSHBC added.

Survey respondents named the following restaurants as the “most frequented” in town: The Millburn Deli, La Strada, Basilico, Gian Marco, Thai House, Goldberg’s Deli, Peter’s, Tinga, Moonshine Modern Supper Club, Oscar’s, Ms. Lin, Millburn Diner, Fiamma Wood Fired Pizza and La Cucina di Clemenza.

The top write-ins for Short Hills and Upper Millburn Avenue were Box Car and Khun Thai, respectively.

NIGHTLIFE

“One of the biggest trends in the survey is the lack of nightlife available in Millburn-Short Hills,” the MSHBC reported.

Many survey respondents suggested the addition of pubs, beer gardens, live music venues, bars and cafes, “although limited availability of liquor licenses has an impact on opening these establishments,” the MSHBC stated.

“Activity-based businesses” were popular choices as well, especially those that would give children and teens a place to hang out, the MSHBC wrote.

SHOPPING

Survey takers also clamored for more choices in retail clothing, entertainment and retail chains, the MSHBC reported.

Some top choices included bookstores, bakeries, convenience stores, home goods, retail chain stores, specialty food/health, gourmet grocery and art galleries.

Participants cited communities like Lambertville and New Hope, PA, as a model for “unique shopping” experiences.

Participants were also asked specifically what retail and restaurant locations they frequent in Millburn-Short Hills.

“The Mall at Short Hills and their stores had the most mentions,” the MSHBC stated. “Residents often shop for groceries in town, an even split between Kings and Shop Rite with Trader Joe’s leading the write-ins. Area residents often visit banks, dry cleaners, hair salons, nail salons, Bowtie Cinemas, pharmacies (CVS and Walgreens topping the list) and coffee establishments (The Coffee Mill was the most popular answer). Gift boutiques and shoe stores also were popular stops for shoppers.”

Retail businesses with the most write-ins included: Buncher’s Hardware, Bungalow, Chocolate Works, Curate, Gotham, Jia and Roxy.

CHALLENGES

Millburn’s businesses aren’t without their challenges, according to survey respondents.

“Challenges consumers face” when frequenting Millburn-Short Hills included:

• Parking (54%)
• Traffic (49%)
• Store pricing (37%)
• Pedestrian accessibility/safety (33%)
• Store hours (26%)

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