If you find yourself on Upper Newtownards Road in Belfast, a must-visit gem awaits you: General Merchants. This charming café has carved a niche for itself in the vibrant culinary landscape of the city, offering a delightful array of dishes that make breakfast and brunch an exquisite experience. With a warm, welcoming atmosphere, it’s no wonder that patrons leave glowing reviews about their meals and the service they receive.
At General Merchants, the menu is a celebration of flavors, showcasing everything from the hearty Melbourne Breakfast to the unique Mushroom Ragu on Toast. Each dish is crafted with care, ensuring not only a feast for the stomach but also for the eyes. The Shredded Beef Burger and Top Shelf Chicken Salad are standout options for lunch, perfectly balancing delightful taste and fresh ingredients.
Brunch enthusiasts will appreciate the creativity behind dishes like The Benny and the tantalizing Cubano. It's effortless to understand why customers rave about their meals, often praising the “fantastic food across the board” and how even bustling crowds fail to deter the overall experience. Emma Smyth noted the “absolutely delicious soup and toasted sourdough with real butter,” highlighting the café's commitment to quality.
Beyond the food, the service at General Merchants seems to be equally impressive. Customers often mention the attentive staff, with special commendations for Luis, who exemplifies what it means to provide genuine hospitality. His friendly demeanor complemented by attentive service has certainly created a memorable impression on guests, making them feel welcomed and well-cared for.
It’s easy to lose track of time amidst the lively buzz of this café. While it can get crowded, particularly during peak hours, many guests suggest visiting slightly off-peak to fully enjoy the ambiance. Whether you’re in the mood for a filling breakfast, a light yet satisfying brunch, or a comforting lunch, General Merchants positions itself as a go-to spot in Belfast. Don’t miss out on this culinary treasure when you’re in the area!
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Susan Whitla
11/08/2025
We had the loveliest brunch here on our trip over from London. Luis is the friendliest, most genuine man and really made our day. Food was delicious and well presented.
Sonya Barbashov
08/08/2025
great place but feels quite crowded. delicious high quality brunch.
Emma Smyth
03/07/2025
Absolutely delicious soup and toasted sourdough with real butter, lovely staff, very helpful with our needs. Would recommend a visit.
Irtel1
21/06/2025
Came here first time with my daughter for brunch. Loved everything! The food is fantastic, the service was great, even absolutely horrible weather causing a waiting on food didn’t spoil the experience. Will definitely be back. Thank you very much chefs and everyone FOH!
Michael Kelly
21/06/2025
Fantastic food across the board, can get very busy but quiet around 3pm most days (except the weekend)
M F
03/06/2025
This is a great spot to come for brunch. It is a bit compact inside, but they are maximising space as it is always busy. The inside has been extended so they just need to keep shelter seating for dog owners. The cost of food is slightly on the higher side. I enjoyed getting the Benny, but it appears to no longer be on the menu.
Хавьер Варгас
24/05/2025
Specialty coffee is a world that grows more every day throughout the world, due to its selected products and the origins of its beans, here is one of the best to visit, the staff is very friendly and prepared for the art of good coffee. great locations. My sincerest congratulations on your achievement. keep going. I'll be back for sure
Noel Maguire
20/04/2025
By far one of the best eateries for Breakfast or Brunch anywhere hands down. Breakfasts were unbelievable! It not my first GM but it was the rest of the familys. If your a lover of coffee their flat white is a must. We also couldn't leave without sampling some of the buns.