The scent of a toasted bun and melted butter fills the air as sun-kissed beachgoers line up, waiting for a taste of summer’s most luxurious bite: the lobster roll. Once a coastal classic reserved mostly for New England, this previously humble seafood sandwich has made its way into the heart of the Jersey Shore. From Avalon to Wildwood, lobster rolls are no longer a novelty, but rather a seasonal staple, and one thing is certainly clear: lobster rolls are having their moment.
For many years, lobster was considered anything but a luxury. The crustacean was so abundant in Colonial America that it washed ashore in piles and was dubbed “poor man’s protein.” It was used as fertilizer and routinely served to prisoners and servants.
As railroads expanded and East Coast tourism expanded along with them, lobster slowly crawled into the spotlight. By the mid-20th century, it found a place on fine dining menus, solidifying a new reputation as an upscale food. This transformation paved the way for the lobster roll: a simple, handheld way to enjoy a delicate, rich flavor of the ocean.
I know what some of you are thinking: What’s the appeal?
Simplicity. The buttery sandwich was believed to have originated in the 1920s in Connecticut with nothing more than fresh lobster meat, a toasted split-top bun and a pat of butter.
As food trucks and fast-casual dining increased in popularity, so did the lobster roll. It offers an easy, indulgent option without the fuss of cracking the shells. Its clean presentation makes it a favorite on social media feeds.
In Cape May and Wildwood, where seafood is already a pillar of local dining, the lobster roll has found a natural home.
If you didn’t already know, Cape May, in particular, is home to the second-largest commercial fishing port on the East Coast. That connection to fresh catch makes it the ideal place for lobsters to thrive on menus, especially in places like Port Marina and the Fish House in Cape May.
“While the shore has long been known for crabs and clams, lobster has earned its place as a summer staple and a centerpiece dish,” Emily Wise, a representative from Port and Fish House, shared. “It’s clear that diners are looking for lobster on the menu when they come to the Jersey Shore.”
Among many shore spots riding the lobster roll wave, Quincy’s Original Lobster Rolls has become a standout name. Modeled after traditional New England lobster shacks, Quincy’s built its following by offering an authentic, no-frills sandwich.
With several locations, including Cape May and Wildwood, the brand has leaned into the idea that simple and high-quality ingredients are what make the trend grow.
“Lobster rolls are here to stay,” owner Jeremy McCann said. “When something is done right, people come back and that’s what we count on.”
While lobster rolls might be booming, they come with a price. They are difficult to transport long distances and don’t keep well; they are almost always transported live to preserve their taste. That adds to the cost. Even if a local place sells fresh lobster roll from local fishermen, it is often the case that they sailed up to New Engalnd for their catch, where the colder water allows lobsters to grow large. Keeping rolls affordable can be a challenge.
Still, customers don’t seem to be deterred.
“Our focus stays on quality and consistency, and we let the market guide where our pricing needs to be,” McCann said. “We have always priced our rolls with the idea that we want to make them a good value even though we know they can’t be cheap.”
For many, it’s a once-a-summer indulgence worth the bite, but for others, it’s a necessity. “They’re paying for flavor, they’re paying for freshness, and they’re paying for the experience,” Wise said. “It’s a moment, not just a meal.”
Hamilton Wilde, the general manager of Willow Creek Winery in West Cape May, said that lobster rolls are a new menu addition this year. She sources her lobster rolls from Dock Street Seafood, a fisherman’s co-op based in Wildwood. She’s excited about the addition and hopes folks will come in to try their New England-caught rolls served with fresh herbs.
Whether it’s hot with butter or chilled with a hint of lemon, the lobster roll has surely made its mark on the shore. From casual boardwalk stops to sit-down seafood spots, it’s clear this once-regional dish is now a coastal staple. So, before the sun sets in summer, grab a roll and taste what all the hype is about.
And if you grab a roll, tell them Do the Shore sent you!
Skylar Williams is a journalism student at Penn State University. Contact her at swilliamson@cmcherald.com
