Tropical Juice Bar (TJB) celebrated its opening on Wednesday in South Orange with a ribbon-cutting ceremony, marking the franchise’s 12th location in New Jersey.
Located at 401 Irvington Ave., TJB opened Sept. 26. Hipolito Felix, the restaurant’s owner and a South Orange Police Department (SOPD) detective, hopes to make the location a welcoming space for residents and Seton Hall students.
The menu includes empanadas, smoothies, detox juices, sandwiches, island-inspired plates and breakfast toast. Felix said the business aims to offer convenient meals without compromising quality.
“It’s something quick, like empanadas in the morning,” he said. “It’s a quick bite and you’ll be on your way.”
TBJ opened its first location in Passaic in 2010. Felix said he became a regular customer, drawn to the quality and variety of its offerings, which ultimately led him to open the South Orange location.
In an interview with The Village Green prior to opening, Felix said the business would allow him to strengthen his ties to the South Orange community through a role beyond his work with the SOPD.
“I’m excited about this new role here because it’s something that I’m able to provide to the community,” he said. “It’s a great product that I know people…are already liking it. We’ve been here for two 2 weeks and we have a lot of customers, and they keep coming.”
Felix said TJB is developing promotions for SHU students, including a discount on Tuesdays for students who present a SHU ID.
“We want this to be a place for students to feel comfortable to come here, enjoy our products and also hang out,” Felix said.
He added that the team hopes to decorate part of the restaurant with SHU branding to create a study space for students to gather in between classes.
Carlos M. Lopez, CEO and co-founder of TJB, said the business balances nutritious options with comfort foods such as empanadas and island-inspired plates.
“Our concept, since its inception, focuses on healthy and nutritional food,” he said. “But we realize that you’re not just healthy 100% of the time. You also want some comfort food.”
Lopez said TBJ distinguishes itself from fast-ordering restaurants by preparing fresh juices in front of customers.
“What sets us apart from the competition is that you could come here and get a super green juice,” he said. “You could have the vegetable cut up in front of you, juiced in front of you, and you could enjoy that delicious product that just came from the fruit and vegetable right into the cup.”
The menu also features Caribbean-inspired dishes, including empanadas, quesadillas and patacones, reflecting Lopez’s Dominican background.
To add to that, Carlos D. Lopez, the company’s chief operating officer, said pairing fresh beverages with Caribbean-inspired meals is central to the restaurant’s appeal.
“It’s like you’re getting a nutritious meal but it’s mouthwatering,” he said. “It makes it even better.”
He suggested pairing the dish with a smoothie or juice, giving students another option for a meal between classes or after school.
“I think this is going to attract the students and give them something to enjoy when they’re on break or after classes,” he said.
Kayla Noh, a sophomore education major who attended the ribbon-cutting ceremony, welcomed the addition of a smoothie and juice option near campus.
“It’s good to have one, especially since when I think of food places around the campus, I think of the gyro spot or other fast food, so to have a drink place that’s a healthy option is really nice,” she said.
Noh also praised the variety of cuisines available in Seton Village.
“There’s a lot of diversity in the village,” Noh said. “You know the village for so many different cuisines.”
The opening also drew support from South Orange officials. Councilwoman Hannah Zollman said TJB's arrival has already benefited nearby businesses.
“One of the many things we've already heard in just the few weeks since Tropical Juice Bar opened is that other business owners are seeing an increase in foot traffic,” she said. “That's wonderful news, and we're excited about what this new business can bring to this part of South Orange.”
Zollman also praised Felix for investing in the community while continuing his public service.
“What makes this especially wonderful is seeing someone who is already so invested in keeping our community safe choose to invest in South Orange in another way,” she said. “We're thrilled to support him.”
TJB adds another dining option to Irvington Avenue, a commercial corridor serving South Orange residents and the SHU community. For students looking beyond campus dining facilities, the business offers an additional option within walking distance of the university.
Its arrival also comes as students continue to weigh their options for dining near campus. In an April poll conducted by the Student Government Association and Student Services about potential new campus restaurants, Auntie Anne's received the most votes, ahead of Smoothie King and Tropical Smoothie Cafe. TJB's arrival off campus provides another opportunity for students still seeking smoothies.
Felix said he hopes TJB will become a place where students and residents gather, whether they are stopping in for a quick breakfast, grabbing a smoothie before class or sitting down for a meal.
“When you guys come here, anybody can see how when they come here they feel welcome,” Felix said.
Items to Try
Hipolito Felix: Guava con queso empanada, strawberry smoothie
Carlos M. Lopez: Patacon with a pineapple, mango, strawberry smoothie
Carlos D. Lopez: Patacon (pork), ginger detox
Kayla Noh: Customizable smoothies
Elizabeth Maria Churchill: Chicken empanada, pina colada
Elizabeth Maria Churchill is the assistant editor of The Setonian’s News section. She can be reached at elizabethmaria.churchill@student.shu.edu.
