General Merchants East Belfast is a daytime cafe and brunch restaurant at 481 Upper Newtownards Road. The stand alone corner building was once Cabin Hill Grocery Store, retaining a connection to the neighbourhood’s everyday food history. Its bright, informal setting is designed for breakfast, brunch, lunch and coffee throughout the day.
Antipodean influence shapes a menu that treats brunch as a complete meal rather than a limited morning service. The well known Benny and General sit beside avocado with poached eggs, porridge, toast and changing savoury plates. Fresh produce, layered seasoning and generous combinations distinguish the cooking from a conventional coffee shop menu.
Egg dishes can be joined by meat, halloumi or vegetable components, giving diners room to adjust the weight of a meal. Sweet brunch choices and baked goods provide alternatives for a slower coffee visit. Guests with allergies should speak with staff because ingredients and shared equipment can make cross contact unavoidable.
Coffee comes from local roasting partner The Roast Works and is a central reason to visit in its own right. Juices and other daytime drinks complete the offering without shifting attention away from brunch. General Merchants East Belfast combines Australian influenced cafe culture with the familiar role of a busy neighbourhood gathering place.
Address: 481 Upper Newtownards Road, Belfast BT4 3LL, United Kingdom
General Merchants (EAST) Menu
Brunch
Allergy key: 1 CELERY, 2 CEREALS (GLUTEN), 3 CRUSTACEANS, 4 EGGS, 5 FISH, 6 LUPIN, 7 MILK, 8 MOLLUSCS, 9 MUSTARD, 10 NUTS, 11 PEANUTS, 12 SESAME SEEDS, 13 SOYA, 14 SULPHUR DIOXIDE. Please speak to a staff member before ordering about ingredients. Allergens may be unavoidably present due to shared equipment or ingredients.
Granola Bowl
Housemade maple pecan granola with blueberry flavoured Clandeboye yoghurt and fresh seasonal berries.
Porridge
Irish oats cooked in whole milk with mango jam, toasted coconut & mixed nuts.
Berry Poppins
Coconut & chia seed overnight oats, summer berry coulis, fresh strawberries, toasted cashews & chai syrup.
Harissa-La Vista Baby
Zac’s bakehouse toasted sourdough with crushed falafels, roasted summer squash, pickled carrot, two poached eggs, harissa yoghurt, seeds & cress.
In Tomato We Truss
Heritage tomatoes, fresh burrata & slow roasted tomatoes with toasted garlic focaccia, spiced almonds, sherry vinaigrette, chives & bitter leaves.
Huevos Rotos
Triple cooked rooster spuds, chives, paprika salt, grilled chorizo & Ballymaloe relish with two broken fried eggs, avocado, seeds, cress & sumac.
I’ve Muffin To Lose
Grilled Cumberland sausage patty, melted cheddar, crispy hash browns, fried egg, mayo, onion jam in a toasted English muffin.
Whip It, Beet It, Eat It
Whipped goats cheese, beetroot & charred tenderstem broccoli on Zac’s toasted sourdough with two poached eggs, hazelnut dukkah & cress.
Street Hawker
Chinese style chilli oil scrambled eggs with crispy bacon bits, parsley & spring onions on Zac’s Bakehouse sourdough.
Hey, Courgette About It
Courgette, pea, chilli & new potato frittata, crispy streaky bacon, feta, rocket, mustard dressing.
None of the Above
Choice of poached, fried or scrambled eggs with two slices of toasted & buttered Zac’s Bakehouse sourdough.
Summer Specials
Golden Hour Iced Tea
Breakfast tea, brown sugar syrup, lemon
Green Zest Iced Tea
Green tea, brown sugar syrup, honey
Strawberry Matcha Cloud
Matcha, strawberry cold foam, coconut
Not Guinness
Flash filter, honey, orange, sweet cold foam
Off White
Shaken espresso, brown sugar syrup, milk
Coffee
Espresso
Americano
Filter
Cortado
Flat White
Cappuccino
Latte
Mocha
Decaf
Oat Milk
Punjana Loose Leaf
Earl Grey
Peppermint
Green with pineapple & ginger
Masala Blend, Prana Chai
Matcha Latte, PerfectTed
Hot Chocolate
Marshmallows
Drinks
Still / Sparkling Water
Fresh Juice
Jarritos Mexican Cola
San Pellegrino Lemon or Orange
Kid’s Innocent Smoothie
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+ Log your visitHow prices compare
Against typical prices in Belfast
- Cappuccino Typical in Belfast: £3.55 £3.90
- Latte Typical in Belfast: £3.50 £4.00
- Americano Typical in Belfast: £3.30 £3.60
- Espresso Typical in Belfast: £3.00 £3.00
- Flat white Typical in Belfast: £3.63 £3.80
Featured in our guide
Best Restaurants Near Me In Titanic Quarter, Ballyhackamore and East Belfast
General Merchants East Belfast is in this guide. Here are the others.
- British A Afternoon Tea at Titanic Hotel Belfast 2.6 mi ·££££ British
- Pizza B Bullhouse East 1.6 mi ·£ Pizza · Brewery
- European S Stix & Stones Ballyhackamore 0.8 mi ·£ European · Irish
- Italian L Little Wing Ballyhackamore 0.8 mi ·£ Italian · Pizza
- Asian T Thai House East Belfast 1.9 mi ·£ Asian · Thai
- Bangladeshi T The East Bengal 0.8 mi ·£ Bangladeshi · Indian
Nearby
Within 3 miles of General Merchants East Belfast
- European H Horatio Todd's Bar & Restaurant 0.6 mi ·£ European · Irish
- Mediterranean K Kutum Gastro Grill Ballyhackamore · 0.8 mi ·£ Mediterranean · Middle Eastern
- Breakfast & Brunch H Haptik 0.9 mi ·£ Breakfast & Brunch · Café
- Breakfast & Brunch J Jellybean Cafe 1.0 mi ·£ Breakfast & Brunch · Café
- British C Cafe Smart 1.1 mi ·£ British · Irish
- Bangladeshi C Cinnamon Dundonald Dundonald · 1.5 mi ·£ Bangladeshi · Indian
More Breakfast & Brunch spots nearby
Within 6 miles
- European T The Lott Castlereagh · 2.2 mi European · Breakfast & Brunch
- Irish H Harlem Cafe Belfast 3.3 mi ·£ Irish · Breakfast & Brunch
- European F French Village Botanic 3.4 mi ·£ European · Breakfast & Brunch
- British M Market Café 3.5 mi ·£ British · Breakfast & Brunch
- British T The Wee Cafe 4.2 mi ·£ British · Irish