General Merchants — French & Middle Eastern in Belfast, UK | Hungru

General Merchants

Name: General Merchants
Address: Belfast, BT7 3GL, GB
Telephone: +44 28 9029 1007
Price range: $$
Rating: 4.5

Belfast, UK

4.5

Google Score

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Overview

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Opening Hours

Closed now

Monday

8:00 AM – 5:00 PM

Tuesday

8:00 AM – 5:00 PM

WednesdayToday

8:00 AM – 5:00 PM

Thursday

8:00 AM – 11:00 PM

Friday

8:00 AM – 11:00 PM

Saturday

8:00 AM – 11:00 PM

Sunday

9:00 AM – 5:00 PM

Follow the restaurant:

A popular sandwich shop in Belfast, part of the French Village restaurant group, experiencing significant financial losses due to US sanctions affecting its pistachio supply.

Insights

FrenchMiddle EasternItalianMediterraneanVegan-friendlyModerateBreakfastBrunchLunchCasual

Last updated: 10/5/2026, 3:32:58 AM

Key Information

General Merchants is a neighborhood eatery in Belfast known for its Antipodean-inspired brunches and fine coffee. It operates on a walk-in basis for its cafe and social brunch service, with reservations available for 'Lates'.

Customer Perception

Customers generally praise the food, atmosphere, and staff. However, one review mentioned that the coffees were small. There was also a sentiment of feeling 'robbed' in a Reddit post, though the food, atmosphere, and staff were still rated positively.

Additional Details

The restaurant is located at 361 Ormeau Road, Belfast. They are open from 8:00 AM to 5:00 PM on Mondays.

Cuisine Highlights

Antipodean brunches Fine coffee Baked goods

Dietary Options

Vegetarian

Best Times to Visit

The cafe and social brunch service are walk-in only. Reservations are open for 'Lates'. Specific peak times are not detailed, but brunch is a notable offering.

Awards & Recognition

Best Café - All Ireland Winner 2026

Photos

News Feed

General Merchants Instagram Highlights Belfast Cafe Scene

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Instagram·Belfast·1 day ago

Related entitiesGeneral Merchants

#CAFE #SOCIAL_MEDIA #RESTAURANT_NEWS

Reddit Discussion: Customer Sentiment on General Merchants in Belfast

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Reddit·Belfast·2 years ago

Related entitiesGeneral Merchants

#RESTAURANT_REVIEW #CUSTOMER_FEEDBACK #CAFE

General Merchants: A Belfast Eaterie for Coffee and Brunch

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General Merchants·Belfast·1 day ago

Related entitiesGeneral Merchants

#RESTAURANT #CAFE #BRUNCH

General Merchants Named Best Café in All Ireland Awards 2026

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General Merchants·Belfast·9 months ago

Related entitiesGeneral MerchantsBest Café - All Ireland Winner 2026

#RESTAURANT_AWARDS #CAFE #FOOD_NEWS

Read full article

belfasttelegraph.co.uk (Edinburgh)·Edinburgh·1 month ago

#EDINBURGH #FOOD #ISRAEL #LOCAL #NEWS #US_SANCTIONS #IRAN_SANCTIONS #ECONOMIC_IMPACT #SUPPLY_CHAIN #FOOD_BUSINESS #BELFAST #NORTHERN_IRELAND #PISTACHIOS #BAKED_GOODS #RESTAURANT_INDUSTRY #INTERNATIONAL_TRADE #SMALL_BUSINESS #COST_OF_LIVING_CRISIS

Reviews

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Google Reviews

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Victoria Pearson

Google review • 3 months ago

Google

Great! Really enjoyed our post parkrun breakfast with unusual recipes and delicious flavours. The takeaway size latte was the nicest coffee I have had in ages.

William Dawson

Google review • 5 months ago

Google

Jonathan S

Google review • a year ago

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L Anderson

Google review • a year ago

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Ellie

Google review • 3 months ago

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Went for evening meal. Comfortable seats and good atmosphere. Lighting was quite dim. Service was excellent, friendly, helpfull waiter. Food was very good and at a reasonable price. Recommended.

Visited at peak brunch/lunch time. Entered and were met quickly and the chap took my name and said it would be a 15 min wait and could wait outside. The place was packed. After 15 mins we got a table and got seated. It took another 15 mins for another chap to come and take our order and he looked like he didn’t want to be there and barely said a word. The menu was exciting with different variations of some familiar dishes. Food came after a short wait from another person and was really well presented and good portions. She was a bit more chatty. Overall it’s a popular place and I can see why lots visit. The service for me was really hit or miss, the table was very sticky and I’m not sure it was cleaned down properly before we got to it. The food and drinks are the highlight if you decide to visit.

Absolutely lovely vibe to the place, lots of plants and wooden seating, giving a very cosy feel. Went on a Sunday and it was comfortably busy, bustling with people. The service was wonderful, staff very attentive and efficient. Not too long of a wait for my coffee despite how busy it was. Will be going regularly for sure!

Best brunch I’ve ever had! Genuinely so upset this place isn’t in my home city. It’s a fab venue and the service was speedy and friendly - thank you Francesca and Ben!