Tulfra Real Estate executives and project partners were among those on hand recently to mark the opening of Konala, a new dining concept at the firm’s Park 11 complex at Franklin Avenue and Mill Street in Belleville. — Courtesy: Tulfra
By Joshua Burd
A new dining concept has opened at Park 11, the growing mixed-use complex in Belleville, offering what its developers described as a healthy take on the fast-food experience.
The operator, Konala, joined Tulfra Real Estate and local officials recently to debut the location at the junction of Franklin Avenue and Mill Street, unveiling a menu focused on fresh, gluten-free options such as protein bowls, salads and other made-to-order meals prepared throughout the day. Central to the business is a drive-thru-focused model that also offers online ordering, curbside pickup and third-party delivery, providing patrons with added flexibility.
Park 11, a redevelopment of the former Roche Diagnostics property, is a joint venture of Tulfra and The Hampshire Cos. Other dining options include Starbucks, Chipotle and Wawa, complementing uses such as Extra Space Storage and what will be a new 175-unit luxury apartment building known as The Copper Mill.
“Our vision for Park 11 has always been to create a destination that brings together quality businesses and meaningful amenities for the Belleville community,” said Sonny Jumani, Tulfra’s CEO and president. “Konala is an outstanding addition to the property, offering a fresh dining experience that complements our growing mix of retailers while enhancing the overall appeal of the development.”
Founded in 2023 by husband-and-wife team Trace and Jammie Miller, Konala was created with a mission to make healthy food as delicious and accessible as traditional fast food, according to a news release. Named after the founders’ two rescue dogs, Kona and Nala, the brand has quickly earned a loyal following.
Trace Miller was among those on hand for a recent ribbon cutting ceremony alongside Konala franchisee Anthony Menicola, Belleville Mayor Frank Velez III and other dignitaries.
“We’re excited to bring Konala to Belleville and to have them become a part of the Park 11 community,” said Marcus Lee, an asset manager with Tulfra. “Konala’s mission has always been to make fresh, flavorful food both accessible and convenient, and we’re proud to offer New Jersey residents a healthier fast-food option.”
Tulfra is Belleville’s designated redeveloper for the former Roche property, which it acquired in 2015 via its joint venture with Hampshire. The reimagined site has provided new retail opportunities, quality housing and long-term economic benefits for the township, leveraging a location adjacent to Clara Maass Medical Center and minutes from Route 21 and the Garden State Parkway.
