Sonny Jumani, the CEO of Tulfra Real Estate, wants Park 11 in Belleville to be more than another mixed-use development dotting the landscape in North Jersey.
That’s why the retailers he brings need to bring a little extra. He feels he’s found that in Konala at Park 11, the latest addition to a project he has created in a joint venture with Hampshire Companies.
Founded in 2023 by husband-and-wife team Trace and Jammie Miller, Konala was created with a simple mission: to make healthy food as delicious and accessible as traditional fast food.
Named after the founders’ two rescue dogs, Kona and Nala, the brand has quickly earned a loyal following with its fresh, gluten-free menu featuring protein bowls, salads and other made-to-order meals prepared throughout the day. The restaurant’s drive-thru-focused model also offers online ordering, curbside pickup and third-party delivery for added flexibility
Jumani, speaking at a recent ribbon-cutting, said Konala is a perfect fit.
“Our vision for Park 11 has always been to create a destination that brings together quality businesses and meaningful amenities for the Belleville community,” he said. “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.”
The innovative restaurant concept joins an established lineup of retailers at Park 11, including Starbucks, Chipotle, Wawa and Extra Space Storage. Together with The Copper Mill’s upcoming 175 luxury apartments, these businesses have transformed the former Roche Diagnostics campus into a vibrant neighborhood destination that blends shopping, dining and residential living in one location.
Located at the intersection of Franklin Avenue and Mill Street, Park 11 sits adjacent to Clara Maass Medical Center and offers convenient access to Route 21 and the Garden State Parkway, making it easily accessible for residents and commuters alike.
Marcus Lee, Asset Manager of Tulfra Real Estate, said he expects Konala to be a differentiator.
“We’re excited to bring Konala to Belleville and to have them become a part of the Park 11 community,” he said. “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.”
The event brought together local officials, project partners and representatives from Konala, including Konala Founder, Trace Miller; Konala Franchisee, Anthony Menicola; and Belleville Mayor, Frank Velez III, among other dignitaries, to commemorate the occasion.
Park 11 is a joint venture between Tulfra Real Estate, serving as Belleville Township’s designated redeveloper, and The Hampshire Companies. Since acquiring the former Roche Diagnostics property in 2015, the partners have reimagined the site as a thoughtfully planned mixed-use development that delivers new retail opportunities, quality housing and long-term economic benefits for the township.
