New Jersey’s Sweet Shop Turning Desserts Into Jaw-Dropping Spectacles

I wasn’t expecting much when I strolled past Coney Waffle, just another scoop shop, right? Wrong.

The line was longer than my patience on a hot day, families were clutching rainbow cones like trophies, and someone walked by carrying what looked like a dessert skyscraper topped with cotton candy.

Ever seen ice cream that doubles as architecture? Same.

Inside, the smell of fresh waffles hit me harder than a sugar rush, and the Tillie murals screamed boardwalk nostalgia louder than a carnival barker.

Fifty flavors? Yep, from vegan scoops to wild inventions like strawberry donut and Cookie Monster blue.

And the choices: waffle sandwiches, toasted brownie sundaes, milkshakes so big they should come with a forklift.

Who needs a diet when happiness is clearly wrapped in a tortilla…wait, I mean a waffle?

The best part? Everyone was grinning: kids, adults, even the guy debating whether his milkshake needed extra whipped cream (spoiler: it did).

Waffle Ice Cream Sandwiches That Rewrite the Rules

Walking up to the counter, I kept hearing people order the waffle sandwich, and after watching one get made right in front of me, I understood why. They press fresh waffles on the spot, the kind that release steam and smell like vanilla and butter, then load them up with your choice of ice cream flavors.

It’s not some frozen waffle they reheat. It’s made to order, which means you get that perfect contrast between warm, crispy waffle and cold, creamy ice cream.

What makes it so popular is the customization. You pick your flavors, and they don’t skimp on the scoops.

Some people go classic with vanilla and chocolate. Others mix it up with pistachio almond or cookies and cream.

I saw one person get strawberry donut ice cream tucked between two golden waffles, and it looked like dessert heaven.

The texture combination is what gets you. Each bite gives you that satisfying crunch from the waffle, followed by smooth, melting ice cream.

It’s messy in the best way, especially if you’re sitting outside on one of the benches watching the beach crowd go by. For around seven dollars, you’re getting a generous portion that feels more like a full dessert than a quick snack.

People rave about this item specifically in reviews, and after trying it myself, I get it. It’s simple but done right, and that’s exactly what makes it memorable.

You leave with sticky fingers and zero regrets.

Over Fifty Flavors That Actually Mean Something

I’m not someone who usually gets overwhelmed by choices, but standing in front of Coney Waffle’s flavor lineup genuinely made me pause. They have over fifty options, and it’s not just vanilla with fifteen different names.

We’re talking butter pecan, pistachio almond, Cookie Monster blue, strawberry donut, and a solid selection of vegan flavors that don’t taste like sad coconut milk. The variety is real, and it shows they’re thinking about everyone who walks through the door.

What impressed me most was how they handle dietary restrictions without making it feel like an afterthought. If you’re vegan or keeping kosher, you’ve got legitimate choices here, not just one token sorbet.

A few reviews mentioned the vegan ice cream being super sweet, which I noticed too, but honestly, when you’re at the beach in the summer, that hits the spot just fine.

The staff doesn’t rush you either. Even when the line stretches outside, they let you sample flavors and take your time deciding.

I watched someone try four different options before settling on cookies and cream, and nobody batted an eye. That patience matters when you’re staring down fifty choices and trying not to pick the same thing you always get.

Some flavors rotate seasonally, so regulars come back to see what’s new. It’s that kind of place where the selection keeps things interesting, and you could visit ten times without repeating an order.

That’s rare for a shore town ice cream shop.

The Infamous Side Show Milkshake Experience

If you’ve scrolled through any photos of Coney Waffle online, you’ve definitely seen the Side Show. It’s their signature oversized milkshake creation, and calling it a milkshake almost feels like an understatement.

This thing is a full-on dessert spectacle. We’re talking a massive glass filled with ice cream and milk, topped with whipped cream, cotton candy, cookies, brownies, and whatever else they decide to pile on that day.

It’s designed to be shared, and honestly, it needs to be.

For about eighteen dollars, you get enough dessert to feed four or five people comfortably. I watched a family split one, and they still had leftovers.

The value is there if you’re with a group, and it doubles as entertainment because everyone within eyeshot stops to stare when it comes out. Kids lose their minds over it, and adults whip out their phones for photos before the first spoon even goes in.

The flavor combinations vary, but the base is usually a thick, creamy shake that holds up under all those toppings. Some people think it’s over the top, and yeah, it absolutely is.

But that’s the whole point. It’s not trying to be subtle or refined.

It’s meant to be fun, shareable, and Instagram-worthy in the best way possible.

If you’re solo or just want regular ice cream, skip it. But if you’re celebrating something or just want to go big, the Side Show delivers exactly what it promises.

Rainbow Cones That Instantly Brighten Your Day

I’m a sucker for anything that adds a little extra fun to the ordinary, so when I saw the rainbow cones at Coney Waffle, I knew I had to get one. They’re regular waffle cones dipped or dyed in bright, swirling colors, turning a simple ice cream order into something that feels a bit more special.

Kids go crazy for them, but honestly, plenty of adults order them too because why not add some color to your dessert?

The cone itself tastes the same as a regular waffle cone, crispy and slightly sweet, so you’re not sacrificing flavor for the look. It’s just a visual upgrade that makes your ice cream feel more playful.

I got mine with two scoops of coffee and vanilla, and the rainbow cone made the whole thing feel like a treat instead of just a snack. It’s a small touch, but it works.

They also make the cones fresh, which you can see happening right at the counter. The smell alone is enough to make you hungry.

Watching them press the batter, roll it into shape, and add the color is part of the experience. It’s one of those details that shows they care about the little things.

Several reviews mention the rainbow cones specifically, and I get why. They’re not groundbreaking, but they’re memorable.

You leave with something that looks as good as it tastes, and in a world of plain sugar cones, that’s a nice change.

Toasted Brownie Sundaes Worth the Calories

Someone told me to try the toasted brownie sundae before I even walked into Coney Waffle, and I’m glad I listened. They take a fresh brownie, warm it up so it’s gooey in the center and slightly crispy on the edges, then top it with your choice of ice cream, whipped cream, and whatever sauces or toppings you want.

It’s one of those desserts that hits every texture and temperature you could want in one bowl.

The brownie itself is rich and fudgy, not dry or cakey like some places serve. When it’s warm, the ice cream starts melting into it immediately, creating this perfect swirl of chocolate and cream.

I went with vanilla ice cream to keep it classic, but I saw people getting creative with flavors like mint chocolate chip and pistachio. The staff doesn’t judge, they just build whatever combination you dream up.

What makes this stand out is that it feels like a real dessert, not just a scoop of ice cream in a cup. It’s substantial, satisfying, and worth sharing if you’re not super hungry.

One review mentioned it being a great choice for the Fourth of July, and I can see why. It’s the kind of thing you want when you’re celebrating or treating yourself after a beach day.

The outdoor seating makes it even better. You can sit outside with your sundae, watch people walk by, and take your time.

It’s comfort food in dessert form, and it never feels rushed.

Tillie Murals That Bring Boardwalk Nostalgia Inside

Before I even ordered, I spent a solid minute just looking around at the walls. Coney Waffle is covered in Tillie murals, the iconic grinning face that’s been a symbol of the Jersey Shore for decades.

If you grew up going to Asbury Park or anywhere along the coast, you know that face. It’s quirky, nostalgic, and instantly recognizable.

Seeing it plastered all over the shop made the whole place feel connected to the boardwalk culture in a way that’s hard to fake.

The design isn’t just random beach decor. It’s intentional and cohesive, giving the shop a personality that matches the fun, over-the-top desserts they serve.

Bright colors, playful artwork, and a vibe that says this is a place where you’re supposed to have a good time. Even if you’re just grabbing a quick cone, the atmosphere makes it feel like more than a transaction.

I noticed families taking photos in front of the murals, kids pointing at the faces, and people clearly enjoying the aesthetic as much as the ice cream. It’s one of those details that makes the shop memorable.

You could get good ice cream anywhere, but the whole experience here, from the look to the feel, is what keeps people coming back.

Several longtime reviews mention the Tillie decor specifically, calling it out as a highlight. It’s a smart touch that ties the shop to its location and gives it a sense of place that feels authentic, not manufactured.

Patient Staff Who Actually Help You Decide

I’ve been to plenty of ice cream shops where the staff clearly wants you to hurry up and order so they can move the line along. Coney Waffle is the opposite.

Even with a line stretching out the door, the employees are patient, friendly, and genuinely helpful. I watched someone ask to sample four different flavors, and the staff member smiled, grabbed four spoons, and walked them through each one without a hint of annoyance.

That’s rare, especially in a busy tourist spot.

What stood out to me was how they treated everyone the same, whether you were a regular or a first-timer. They explained options, answered questions about vegan and kosher selections, and made recommendations when people seemed stuck.

One person asked what the most popular item was, and instead of just rattling off a name, the employee explained why people loved the waffle sandwich and what made it different. That kind of service makes a difference.

Multiple reviews mention the kindness and patience of the staff, and I can confirm it’s consistent. Even during peak hours, they don’t rush you.

They want you to leave happy, not just served. That’s a big part of why people keep coming back, even when there’s a wait.

The owner apparently still works there too, which I think says a lot. When the person who started the place is still behind the counter, it shows they care about maintaining the experience.

That energy trickles down to the whole team, and you feel it the second you walk in.

Lines That Move Faster Than You’d Think

I’m not going to lie, the first time I saw the line at Coney Waffle, I almost turned around. It wrapped around the building, and I figured I’d be standing there for at least half an hour.

But I kept hearing people say the line moves fast, so I decided to stick it out. They weren’t wrong.

Within about fifteen minutes, I was inside, and ten minutes after that, I had my order in hand. For a place this popular, that’s impressive.

The secret is in how they run the operation. Multiple staff members work the counter, each handling different parts of the process.

Someone takes orders, someone scoops, someone handles toppings and waffles. It’s efficient without feeling like a factory.

You still get personal service, but they’re not wasting time either. Everyone knows their role, and it shows.

What helps too is that people know what they want by the time they get to the front. The menu is visible while you wait, so you can decide on flavors, toppings, and whether you want a cone, cup, or waffle sandwich before you’re asked.

That keeps things moving and cuts down on the back-and-forth that slows other places down.

Summer weekends are obviously the busiest, especially Saturday nights, but even then, reviewers say the wait is worth it. I’d agree.

If you’re already in Pier Village and you see a line, don’t let it scare you off. Just get in it.

You’ll be eating ice cream sooner than you think.

Outdoor Seating With Beach Views

After you get your ice cream, you don’t have to wander around looking for a place to sit. Coney Waffle has benches right out front, and they’re perfectly positioned for people-watching and catching glimpses of the beach.

I grabbed a spot with my waffle sandwich, and it was the ideal setup. Close enough to the water to feel the breeze, but still in the heart of Pier Village where there’s always something happening.

The seating isn’t fancy, just simple benches, but that’s all you need. You’re there to eat ice cream and relax, not to linger for hours.

The location makes it feel special though. You’re surrounded by families, couples, and groups of friends all doing the same thing, enjoying dessert and soaking in the summer vibe.

It’s casual and communal in the best way.

I noticed a lot of people taking their time, finishing their cones or sundaes without feeling rushed to move along. The benches are first-come, first-served, so if it’s a busy night, you might have to wait a minute or eat while standing.

But more often than not, a spot opens up quickly.

Several reviews mention the outdoor seating as a highlight, especially for families with kids who need space to move around. It’s also great if you’re visiting solo and just want to sit, eat, and watch the world go by.

The setting adds to the whole experience and makes the trip feel more complete.

A Kosher Ice Cream Spot That Doesn’t Compromise

Finding quality kosher ice cream options at the shore isn’t always easy, which is why Coney Waffle stands out for people who keep kosher. They’re certified, and according to multiple reviews, they’re one of the best kosher ice cream shops in the area.

That’s not just about checking a box. It’s about offering the same quality, variety, and creativity that every other customer gets, without cutting corners or limiting choices.

I spoke to a few people who specifically come here because of the kosher certification, and they all said the same thing. The ice cream is delicious, the flavors are plentiful, and they don’t feel like they’re settling for less.

That matters, especially in a place like Long Branch where kosher-friendly options can be hit or miss. Coney Waffle makes it easy.

The staff is knowledgeable about which items are kosher and can answer questions if you’re unsure. They’re also respectful and accommodating, which goes a long way in making everyone feel welcome.

It’s clear this isn’t just a side offering. It’s part of the core identity of the shop.

For families observing kosher dietary laws, this becomes a go-to spot during shore trips. It’s one less thing to worry about, and the kids get the same fun, over-the-top desserts as everyone else.

That inclusivity is something reviewers consistently praise, and it’s one of the reasons the shop has such a loyal following.

Address: 24 Centennial Dr, Long Branch, NJ 07740