Subway Cafe, Surf Avenue. January 25, 2015. Photo © Tricia Vita
More than two years after ATZ posted “Will Coney Island’s Surf Ave Become a Mecca for Franchises?” (December 19, 2012), the trend continues. Across the street from Luna Park, an IHOP is finalizing a deal to open a pancake restaurant while a Subway Cafe has their sign up and is set to open a year-and-a-half after signing a lease. New FEMA regulations after Sandy are partly to blame for construction delays at Subway Cafe, a restaurant concept featuring “Tuscany-style decor” aiming for a “coffeehouse ambiance” and a layout a little larger than an average Subway.
Sushi Lounge, Surf Avenue at W 12th Street. January 25, 2015. Photo © Tricia Vita
Amid the influx of already opened national chains and franchises such as It’Sugar, Applebee’s, Rita’s Italian Ice, and Dunkin’ Donuts on Surf Avenue, there have also been a few new Mom & Pops like Lunatics Ice Cream and Luna Park Cafe (no connection to the park). An outpost of Piece of Velvet, a cake and cupcake shop with locations in Fort Greene and Harlem, is opening across the street from old-time Mom & Pops Williams Candy and Pete’s Clam Stop
Sushi is coming to the corner of Surf Ave. and West 12th Street, across the street from Coney Island USA. Shalyapin Wonderwheel Karaoke (no connection to Wonder Wheel Park) morphed into Surf 12 Club and Lounge, which features live music, but their newest sign says “SUSHI LOUNGE.” A spokesman told ATZ they wanted to do something different. A new display case stood ready to serve desserts. Quartet of Catastrophe will play on Friday at 9:30pm.
Signs in Applebee’s windows on Surf Avenue. January 25, 2015. Photo © Tricia Vita
Applebee’s, which opened in June 2013, has proven popular with locals and extended its hours. Multiple signs on the street and one in the sky announce they now serve breakfast daily from 8am till 12 noon. A sideshow banner for Gary Dreifus’ “Magic at Coney!!!” graces the window. After completing its run at Coney Island USA, the magical variety show has moved across the street to Applebee’s second floor for Sunday performances in the winter.
Unlike Manhattan, where Mom and Pops are being forced out by landlords who triple the rent and then turn around and lease to chains or upscale businesses, the new franchises on Coney Island’s Surf Avenue are replacing illegal furniture stores which have existed for years in defiance of the zoning. Until the early 1980’s the north side of Surf was home to individually-owned penny arcades and a variety of rides including bumper cars, carousels and even a Jumbo Jet-style coaster. By the time the last ride– Coney Island’s B & B Carousell — closed in 2005, the north side was known as the wrong side of Surf Avenue to locate a business because of the lack of foot traffic. Not any more.
Checkers in Stillwell Terminal, Surf Avenue. January 25, 2015. Photo © Tricia Vita
Two other previously announced and long under construction franchises that are expected to open in 2015 are Checkers in Stillwell Terminal, which has finally put its sign up, and its next door neighbor, Johnny Rockets. Like Subway Cafe, these businesses have been delayed by new and ever-changing post-Sandy building regulations. Johnny Rockets is waiting for approval of a storm surge resistant front to resume construction.
Just off Surf, on Stillwell Avenue, Thor Equities’ retail building is the site of New York City’s first Wahlburgers –Donnie, Mark and Paul Wahlberg’s burger franchise– opening in May and written into the script of the Wahlberg’s reality show on A & E.
UPDATE January 30, 2015:
The Coney Island Brewing Company, whose craft beers celebrate the iconography of Coney Island, may soon have a place to call its own on Surf Avenue. Boston Beer Corporation, which applied in September for a license to open a brewery under the trade name Coney Island Brewing Company at 1904 Surf Avenue, received a conditional letter of approval from the NY State Liquor Authority last week.
Johnny Rockets, Surf Avenue, January 25, 2015. Photo © Tricia Vita
Related posts on ATZ…
October 2, 2015: Coney Eats: Magic Gyro & Checkers to Open, Kosher Pizza Signs Lease, Johnny Rockets & IHOP Underway
May 26, 2014: Photo Album: Opening Day for 5 New Businesses & Exhibits in Coney Island
January 3, 2014: New Year, New Franchise: Rita’s Italian Ice Coming to Coney Island
September 11, 2013: Subway Cafe to Replace Furniture Store on Coney Island’s Surf Ave
Amusing the Zillion 
2016 is THE YEAR for Times Square by the Sea! New Amphitheater, MCU Park, Luna Park, and the New Aquarium all lined up on the boardwalk and a New 40 Story Tower and Trader Joe’s on Neptune Ave. Have patience, we are right on the cusp. Everything you guys fought against is about to happen to Coney. The New Coney is on it’s way – 2016!
Considering the mess the new Times Square has turned out to be, I can only hope that Coney goes in another direction. With Times Square, the junkies and hookers have been replaced with costumed hustlers and nearly-naked women in body paint. They’re still hustling and they still harass tourists and locals alike. When Bloomberg closed off Broadway ostensibly to improve traffic flow, he created a worse situation; one where it becomes so crowded that it takes almost an hour to go from 42nd Street to 47th…hopefully without getting your pocket picked. Is that what we really want for Coney Island? Franchises as far as the eye can see? I’d rather see locally-owned and operated business hiring locals to preserve the true flavor of Coney Island and keep all those tourist dollars in the community. The only resemblance to Times Square I want to see is with LED lights. Coney was one of the first places anyone could see electric lights. I want to see the amusement district lit up so bright they can see it from the International Space Station! I’d also like to see more and better rides from independent operators and I’d like to see them in Thor’s wasteland between Stillwell and W 12!
Sushi in Coney Island? Yes, the world is changing! The LED lights are on the way since the whole city will be lit up with them by 2018 I believe.
do you have any idea when ihop is opening on surf ave?
You must have ESP! I’m planning to write about it this week
I passed the supposed location where IHOP is supposed to be and it was supposed to open at the end of this summer 2015. Well end of summer has come and gone and I see no building of an IHOP. Is it coming or not?
IHOP now expected to open by next spring. Construction is finally underway after being delayed by the city due to bureaucratic snafus
https://amusingthezillion.com/2015/10/02/coney-eats-magic-gyro-checkers-to-open-kosher-pizza-signs-lease-johnny-rockets-ihop-underway/
Thank you for that info.
I also heard that Johnny Rockets is not coming at all. There is no way to dispose of their garbage and they are too close to the subway station.