Toast Owner to Operate Concession in Bradley Beach

Stuffed French Toast – a signature dish at Toast City Diner. (From


The Bradley Beach Borough Council has awarded a beachfront concession to the owner of a popular New Jersey chain of breakfast and lunch spots.

Borough resident Amy Russo will lease the Newark Avenue concession for three years, according to a resolution approved unanimously by the council when it met earlier this week.

No rent will be charged for the 2020 season. Annual rent for 2021 and 2022 will be $12,000.

Russo owns and operates the Toast City Diner restaurants in Asbury Park, Red Bank and Montclair.

Borough Administrator David Brown negotiated the agreement with Russo after the council advertised twice for bids and no response was received.

Brown said Russo will bring some of her own equipment to the concession. He said she was was pleased with the borough-owned trailer which goes along with the lease.

Toast opened in Montclair in 2007 and came to Asbury Park several years later.

According to the resolution approved by the council, the Bradley Beach lease begins today (July 30).

Council President John Weber said the borough may join Red Bank and Asbury Park in an “energy aggregation” initiative.

“It can save some money but the main idea is to purchase more renewable energy,” Weber said.

Under the program, towns would designate an alternative energy supplier and all customers in the municipality would get their electricity from the new supplier unless they opt out.

Jersey Central Power and Light would continue to deliver electric service in the borough. Mayor Gary Engelstad said JCP&L officials are supportive of the initiative.

Weber said the borough would review whatever Red Bank is able to negotiate with a supplier before deciding to take part.

Brown reported on the latest beach attendance figures in the borough. He said that over the latest two-week period. weekend attendance averaged 7,433 beachgoers. The weekday attendance averaged 2,441.

Beach badges are now available only through the Viply app. Adult and junior season badges are being sold, along with 2,000 daily badges each day while supplies last. Badge purchases are limited to four adult season and eight daily badges per transaction. Once purchased through Viply, badges can be picked up at the Third Avenue, Brinley Avenue and Cliff Avenue tag booths.

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