Frank's Deli, an icon of the Jersey Shore, hits the market for half a million

Looking to start a new life in Asbury Park? Here's the knock of opportunity.

Frank’s has one of the most striking vintage storefronts in New Jersey. (Rolando Pujol)

Greetings from Asbury Park, N.J.

An icon of the Jersey Shore is for sale. Frank’s Deli and Restaurant, a beloved vintage spot in a city teeming with them, has been listed for $499,000.

Frank Maggio opened the business in 1960, and from the looks of the well-maintained vintage facade complete with Coca-Cola privilege sign, very little has changed in the decades since. 

According to a 1973 report in the Asbury Park Press, Maggio had served in the Army in World War II, studied aeronautical engineering, and gone into the family bakery business before he sensed an opportunity at 1406 Main St. There was already a soda shop and delicatessen there, run by a friend, but it was having problems, and he knew he could make a go of it, the article explained.

He was right.

He bought the business as the 1960s dawned and quickly built an institution that is still going strong, a shop so iconic that Leonia, New Jersey, native Anthony Bourdain visited in 2015 as part of a tour of iconic Garden State mom-and-pop eateries, parts that were very much known to him, if not to much of the world.

This was the happiest of scenes on Dec. 19, 2021. (Rolando Pujol)

Today, Frank’s is run by Joe Maggio, Frank’s son. He also appears in a 2012 Bruce Springsteen video with frames shot at Frank’s. It’s Asbury Park — there will be a Boss connection!

Frank’s has an expansive menu teeming with comfort food staples and cuisine from Italy, Greece, and Mexico. You’ll never leave hungry here. And as the Star-Ledger points out, the prices are low, a rarity for good food in these inflationary times.

THE TOLL OF TIME: Notice how faded the plastic sign was in 2021 …. (Rolando Pujol)

I never seem to find myself in Asbury Park when Frank’s is open, but I was lucky enough to capture these pictures in the afterglow of sunset a few Decembers ago.

And here’s how it looked in 2015, just six years earlier. (Rolando Pujol)

More pictures are in the real-estate listing, which thusly describes Frank’s:

Over the decades, certain places come to symbolize their time or are unique to a city. Such places often seem irreplaceable, the notion of selling them as if they were mere commodities would strike many as unorthodox. Nevertheless, as incredible as it may seem this revered landmark, FRANK'S DELI, is now for sale! This iconic deli has been in its current location for over 50 years, with hundreds of thousands of visitors stopping through to grab a signature breakfast sandwich! This family owned and operated business is ready to be passed along! Private Parking lot included.

Note the fading light on the facade … and the now-removed telephone pole featuring the 1964 Bell logo. (Rolando Pujol)