This family-run restaurant in NJ has expanded to 5 uniquely-designed locations with scratch food

In Montclair, New Jersey, Toast has become a neighborhood staple where mornings start with the aroma of fresh coffee, sizzling griddles, and the kind of welcoming atmosphere that keeps guests coming back year after year. Long before the modern brunch boom swept across the country, founder Amy Russo had already imagined a different kind of breakfast experience for her community.

Toast first opened its doors in May of 2007 with a clear vision: create a place that elevated the traditional diner experience while keeping the warmth and comfort that people love about breakfast.

Before entering the restaurant industry, Russo built a diverse professional background. She worked in marketing within the fragrance industry and later owned and operated a liquor store and gas station. After stepping away from those businesses to focus on raising her children, she found herself ready for a new challenge.

At the time, her children were just two, four, and seven years old.

As she began developing the concept for Toast, the entire family became part of the creative process. Russo and her children spent time brainstorming ideas and workshopping the restaurant together. Even today, they still claim a sense of ownership over the concept that grew from those early conversations.

The idea itself came from Russo’s love of the memorable breakfasts she enjoyed while traveling.

Whether on vacation or on ski trips, she noticed how special breakfast could feel in the right setting—generous plates of food, welcoming hospitality, and a relaxed atmosphere that set the tone for the day. She realized that kind of experience was missing from the everyday dining scene at home.

Toast City Diner was her answer.

From the beginning, the restaurant set itself apart by taking breakfast and brunch seriously. The kitchen operates as a more than 90 percent scratch-made operation, with nearly everything prepared in-house. Even items many restaurants outsource, like salad dressings, are made fresh by the team.

The goal has always been to deliver comfort food with care and quality.

At the same time, hospitality remains just as important as what’s on the plate. In an era when many people feel increasingly disconnected, Russo wanted Toast to feel like a place where everyone could walk in and feel like a regular.

Each Toast location has its own unique décor, and the design elements—combined with the personality of the staff—create an atmosphere filled with energy and warmth. That combination has helped the restaurant become a favorite gathering place for neighbors and families alike.

Running a restaurant, however, has never been without its challenges.

When Russo opened Toast, she was balancing life as both a business owner and a mother of young children. Being the face of the restaurant meant showing customers that the owner cared deeply about both the food and the people who came through the door.

Over the years, the business has navigated economic downturns, hurricanes, and even the disruptions of a global pandemic. Through each challenge, Russo focused on staying connected to customers and adapting to their needs.

Rising food costs in recent years have presented new hurdles, but the restaurant has worked to maintain its reputation as an affordable, family-friendly destination.

For Russo, the most rewarding part of the journey has been the people.

Many of her staff members and customers have become lifelong friends over the years. Breakfast, she says, carries a different kind of energy than other meals. There’s less pretense, and people tend to arrive in a better mood.

Serving a hot cup of coffee alongside pancakes, burgers, or milkshakes often feels like the simplest way to brighten someone’s day.

Toast’s menu reflects that philosophy, specializing in comfort foods made exceptionally well. Among the most beloved dishes are the diner’s carrot cake pancakes, known for their rich flavor and indulgent toppings, and the house-made corned beef hash, a longtime favorite among regulars.

Beyond the dining room, Toast has also become deeply integrated into the surrounding communities.

The restaurant frequently supports neighborhood initiatives, sponsors local events such as 5K races, and hires many teenagers for their very first jobs. The team also collaborates with other local businesses to create unique menu items and promotions.

One recent example was a partnership with a local smoked meat shop that resulted in a brisket eggs Benedict special. The dish was so popular that it sold out across all five Toast locations.

In 2022, Russo welcomed Adam Torine as a partner in the business, strengthening the leadership team as the restaurant continued to grow. Her son Conner Harrigan has also become a key member of the operation, adding another layer of family involvement to the brand.

Today, Toast City Diner operates five locations, each busy with the daily rhythm of breakfast and brunch service.

For now, Russo says the focus is on continuing to nurture what they’ve built. With the economy constantly shifting, the priority is maintaining the quality, hospitality, and community relationships that helped the restaurant thrive in the first place.

Alongside its restaurant operations, Toast has also developed a vibrant catering division, providing corporate lunches, bridal showers, and other special events throughout the area.

Looking back, what began as a simple idea—bringing vacation-quality breakfasts to everyday life—has grown into something much larger.

A restaurant where comfort food, community connections, and a warm cup of coffee continue to bring people together.

Toast
📍 700 Bloomfield Ave, Montclair, NJ (+ 4 other locations)
📆 Opened: May 2007
👤 Founder: Amy Russo
🤝 Partner: Adam Torine
👨‍👩‍👦 Family Connection: Conner Harrigan – Key team member
🍳 Concept: Elevated breakfast and brunch with a scratch-made kitchen and strong hospitality focus
⭐ Signature Dishes: Carrot Cake Pancakes and House-Made Corned Beef Hash
🍽 Additional Services: Full-service catering for corporate events, showers, and gatherings
💛 Mission: Deliver comforting, high-quality breakfast and brunch in a welcoming neighborhood environment
🌎 Vision: Continue strengthening the five existing locations while staying closely connected to the communities they serve

SOURCE: https://www.newsbreak.com/local-business-spotlight-315615903/4554269676613-this-family-run-restaurant-in-nj-has-expanded-to-5-uniquely-designed-locations-with-scratch-food