Subculture is so much more than sandwiches. Now open seven days a week into the late evening, the sandwich shop is a veritable portal to the pop culture of the past. Old commercials, TV shows, and movies playing on the two televisions overhead remind guests of an era before binge-watching and every inch of the restaurant is rich with nostalgia, making guests hungry for that simpler time. And a delicious sandwich.
Located at 260 Newark Avenue in Downtown Jersey City, Subculture is the brainchild of high school buddies Billy Visnosky and Nick Roda. When asked what inspired the concept, they said simply that this is “everything we love.”
Nick’s side of the family has been in the restaurant business in Jersey City for years and Billy brings a degree in graphic design to the table, resulting in an effective partnership and creative aesthetic.
It’s a real family affair behind the counter and in the kitchen — Nick’s aunt Jill, who says Billy and Nick can quote any movie or TV show, is the chef, and Nick’s mother Angela also contributes to the menu, making sauces, gravy, and family-recipe meatballs, while Jill’s granddaughter Isabella works as a server.
As much as Subculture is a back of the house family, it is also a friendly, all ages, affordable restaurant. “Jersey City needed a family establishment,” said the owners. “Everyone feels welcome. Subculture is a restaurant kids can bring their parents to and bridge that gap. It can be a real bonding experience.” Nick excitedly pointed out that their three video game tables offer everything from Atari to Super Nintendo and many parents have been able to sit down and show their kids how it’s done, too. As an added bonus, playing the video games is free.
Subculture’s exterior is crisply divided, white to the left of the door and black to the right, contrasting cooly with the shop’s signage. It’s all very simple and sharp outside, but once inside, the eclectic inspiration becomes crystal clear. The walls are plastered with posters of everything from “The Goonies” and “Saved By The Bell” to “Clerks” and “Talladega Nights.” Custom pillows with the likes of the South Park gang and Ren & Stimpy line the bench seating on either side of the restaurant. The black and white tables even have drawers filled with pop culture paraphernalia like vintage funny pages and old TV Guides.
And the throwbacks don’t stop there. VHS tapes, their original labels still visible, stand in for crown molding, menus are organized in classic Trapper Keepers, and meals are served in old-school lunchboxes. The menu is part pop culture reference, part pun, and offers an impressive variety. Organized and funny, you can understand why Subculture already has regulars who have committed to trying everything and there’s plenty for kids and vegetarians, lots of bread-free options like salads and wraps, and healthier air-fried versions of popular sides. Every table gets popcorn to start and they keep it local and in-house — their bread is from Antique Bakery across the street and all meats are smoked on-site.
Also on the menu are too-beautiful-to-drink shakes and floats that will make kids and adults alike go nuts. You have to see it to believe it, but options include a cannoli milkshake topped with an actual cannoli, a Cheerwine soda float attached to a red balloon, and a strawberry shake topped with cotton candy and a ring pop. Subculture is BYO, but what they lack in craft beer, they make up for in craft soda with a cooler stocked with hard-to-find fizzy beverages like Surge, Tab, and the aforementioned southern cherry soft drink Cheerwine.
Billy and Nick are happy to say that “Subculture celebrates all subcultures” and the plan is to host nights like their “Star Wars” night earlier this month on May 4 often. Keep an eye on Subculture’s social media for a night devoted to singing along with “Grease,” a “The Rocky Horror Picture Show” revival, and plenty more. Plus sandwiches! And tonight is TGIF night. Head to Subculture to watch some original must-see TV.
