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First Look: Harpoon Willy’s Brings Shore Vibes & Comfort Food to Robbinsville

By Dawn | AnewDawnn.com

When a beloved Jersey Shore staple expands inland, expectations run high  and Harpoon Willy’s newest outpost in Robbinsville doesn’t disappoint.

Located in the heart of Town Center, this sleek 6,000-square-foot space replaces the long-vacant Kuo Social and signals a fresh start for the local dining scene. With warm lighting, rustic-modern décor, and a massive 70-seat bar, Harpoon Willy’s is more than just a restaurant – it’s a new gathering place for Mercer County.

A Shore Favorite Finds a New Home

Harpoon Willy’s has long been a familiar name along the Manasquan River. Known for its relaxed atmosphere and elevated takes on American comfort food, it’s been a local go-to for years. The Robbinsville location, opened in early 2025 by the Jersey Shore Restaurant Group, stays true to the original’s DNA while adding a few new twists – more space, a broader menu, and a layout that feels just as perfect for a date night as it does for Sunday brunch with friends.

The transformation of the former Kuo Social space is notable. Where once sat a modern Asian fusion concept that quietly shuttered nearly two years ago, now stands a buzzing, approachable, and lively destination that already feels woven into the community.

The Menu: Familiar, Elevated, and Crowd-Pleasing

Harpoon Willy’s menu blends coastal nostalgia with playful, chef-driven creativity. It’s clear from the first glance that this kitchen takes its comfort food seriously – without taking itself too seriously.

I started with the Artisan Cheese Board, served with an assortment of cheeses, crackers, a delectable fig jam and macadamia nuts, the dish toed the line between indulgent and addictive.

My husband went with the The Buffalo Wings, and the buffalo sauce was perfection. The wings were crispy with just the right amount of sauce. Definitely an app I’d order again. 

For entrées, we enjoyed the A 20oz, bone-in ribeye, dry-rubbed and fire-grilled to perfection. Deeply marbled for melt-in-your-mouth flavor, finished with a garlic herb butter and served sizzling hot.

Even the R’Ville Burger (a nod to the restaurant’s new zip code) delivers big. Topped with caramelized tomato & onion jam, applewood smoked bacon, lettuce, cheddar, it manages to feel upscale without losing its burger soul. It definitely was a burger worth going back again and again for. 

Brunch Worth Waking Up For

Weekends at Harpoon Willy’s are brunch-ready. The Challah French Toast is rich and custardy, topped with cinnamon and real Vermont maple syrup. And the Jersey Benedict, built around pork roll and breakfast potatoes, is a satisfying reminder that this place knows exactly where it is – and who it’s feeding.

Pair it all with a brunch cocktail or a craft mimosa and you’ve got yourself a proper weekend ritual.

The Bar Scene

With seating for 70, multiple flat screens, and a visible wine cellar, the bar is a showpiece – ideal for after-work drinks or game-day bites. The cocktail menu leans classic with a few playful twists, and the wine list is smartly curated without feeling overwhelming.

Whether you’re sipping a spicy margarita on the patio or ordering a local IPA with friends inside, the vibe is comfortably upscale without being pretentious.

And the drinks? Top-notch! I enjoyed the Hugo Spritz  and it was so good. Light, floral, fizzy, and super refreshing. It’s the kind of cocktail you want to sip all afternoon in the sun. Made with Elderflower Liqueur, lime, Prosecco and a dash of Club Soda topped with fresh mint, it’s definitely a must-try at Harpoon Willy’s. 

My husband sipped on the  Golden Coast thought our meal. Made with Coconut Fat Washed Rum, lime a pineapple-coconut syrup and topped with dehydrated pineapple chunks, it’s  the perfect, instagram worthy cocktail. 

Kids Eat Free

Parents take note! Monday – Friday, kids eat with the purchase of an adult entree. 

Final Thoughts

Harpoon Willy’s Robbinsville feels like the kind of place every town wants: polished but relaxed, creative but comforting, and refreshingly unforced.

It’s the type of spot where you can grab a casual burger on a Tuesday or celebrate a birthday on a Saturday night. With its deep roots at the Shore and a fresh perspective in Robbinsville, this new chapter feels not just promising – but already successful.

Harpoon Willy’s is open now, and reservations are recommended on weekends. Whether you’re a local or just passing through, this one deserves a spot on your must-try list.

📍 Harpoon Willy’s Robbinsville

2360 NJ-33, Robbinsville, NJ
harpoonwillys.com | IG: @harpoonwillys