Where Every Bite Tells a Story

Seagrove Village MarketCafé Celebrates 75 Years

Story and photography courtesy of Hartley Restaurant Group

Seagrove Village MarketCafé, a beloved staple along Florida’s Scenic Highway 30-A, proudly announces its seventy-fifth anniversary this year. Since its beginnings in 1949, the café has been a cherished destination for locals and visitors alike, offering a taste of “Deep Fried Love” and a journey through seven and a half decades of memories.

Known as “Cube,” C.H. McGee laid the foundation for a beacon of community and the culinary scene in Seagrove Beach. His vision and appreciation for the Gulf-front land inspired the café’s inception, which started as a haven for travelers seeking necessities in a remote, untouched paradise. Throughout the years, Seagrove Village MarketCafé has evolved into a treasured tradition for generations of families. Ann and George Hartley, who purchased the restaurant in 1999, have lovingly preserved its legacy while infusing their passion and dedication into every aspect of its operation.

The Hartley family have been South Walton locals since 1997 when only around twenty full-time families with elementary school-aged children lived on 30-A. Just one street from the Hartleys’ home was the Seagrove Village MarketCafé. While the Hartley home was under construction, George would walk to the market and order a Coke. For months, he didn’t even realize it had a restaurant in the back. Over time, George became a regular in the market, always ordering his favorite shrimp po’boy. One afternoon, he overheard the current owner mention they were ready to retire. George replied, “How much do you want for it?” That one question led to a check and a handshake that would change the course of the Hartley family’s future and place them on a culinary journey that has transpired into a 30-A legacy.

“When Ann and I decided to purchase the MarketCafé in 1999, I honestly didn’t know the first thing about owning a restaurant. I just knew that if we had good food and served people with a smile, we could figure out all the rest,” says George. “Throughout the years, we have learned a lot of lessons and met some of the most sincere people. They started as customers and employees and have turned into family.”

This was the Hartley Restaurant Group’s first venture into the culinary scene on 30-A. Now, it is known for numerous award-winning restaurants in South Walton, including George’s at Alys Beach, La Cocina, Surfing Deer, and, most recently, the opening of their newest establishment, Village Market at Watersound Town Center.

The menu at Village Market, rooted in Southern tradition, features signature dishes such as the iconic grouper sandwich, which Garden & Gun recognized in 2008 in a list of “100 Southern Foods You Must Try Before You Die.” Guests can also savor po’boy sandwiches, fresh salads, and fish tacos, each prepared with the same commitment to quality and flavor that has defined Seagrove Village MarketCafé for seventy-five years.

“Seagrove Village MarketCafé holds a special place in our hearts,” says Ann Hartley. “Every season, we have ‘the love talk’ with our staff. We only get one shot to make a lasting impression on our guests, one meal to make it the best they’ve had all day, and one moment to show them all the love we can give. We’re honored to have the opportunity to carry on Cube’s legacy and share the love and spirit of Seagrove Beach with each and every guest.”

As part of the year-long anniversary celebration, Seagrove Village MarketCafé is introducing a limited-edition, outrageously large specialty sandwich, The George-normous Po’Boy. This creation features fried shrimp, oysters, grouper, andouille sausage, fried pickles, fried onions, hush puppies, and more, all nestled on a crusty twelve-inch roll with coleslaw, tartar sauce, and spicy remoulade—a true homage to the flavors of the restaurant. This po’boy is $99.00, and the cost includes an “I conquered the George-normous” T-shirt. Follow Seagrove Village MarketCafé’s social media profiles to watch the hilarious video series of individuals in the community trying their best to take on this monster sandwich of “Deep Fried Love!”

The Hartleys’ dedication to preserving cherished memories extends beyond the kitchen. Upon purchasing the restaurant, they unearthed hidden treasures, including a cookbook by Junie McGee, offering a glimpse into the café’s rich history and culinary heritage. In honor of the seventy-fifth anniversary, the cookbook has been reprinted, and three hundred copies will be available for purchase at the market, allowing guests to re-create beloved recipes at home.

At the heart of Seagrove Village MarketCafé’s anniversary is a newly unveiled mural paying homage to the area’s storied past and vibrant community spirit. Crafted by local artist Kate Balyaeva in collaboration with the Cultural Arts Alliance of Walton County (CAA), the mural serves as a visual journey through time, capturing the essence of Seagrove Beach’s history and natural beauty. The mural has become a hot spot for selfies and group photos, as it faces Highway 395, right along the bike path.

In addition to culinary delights, Seagrove Village MarketCafé offers an array of souvenirs, including classic Seagrove merchandise, ensuring visitors can take a piece of the beach home with them. Looking toward the future, Seagrove Village MarketCafé is excited to unveil new seventy-fifth-anniversary merchandise, further commemorating the café’s storied past and bright future. Locals can get a special red vintage keychain that will grant them different seasonal deals at Seagrove Village MarketCafé. This keychain is a way for the Hartley family to recognize their local customers while giving a nod to the restaurant’s history. Return out-of-towners and snowbirds can also get a white vintage keychain for their specials. During the 1950s, people who owned vacation homes in Seagrove would often store their house keys within a designated key box at the MarketCafé. This allowed homeowners to direct maintenance workers to swing by the café to retrieve their house keys when they were away. The original key box is still on display at the market today.

We only get one shot to make a lasting impression on our guests, one meal to make it the best they’ve had all day, and one moment to show them all the love we can give

To give back to the community (and the marine habitat and Gulf fisheries) that have supported them for seventy-five years, Seagrove Village MarketCafé and the Hartley Restaurant Group have graciously sponsored one of this year’s jury-selected sculptures for the Underwater Museum of Art (UMA), the USA’s first permanent underwater sculpture exhibition (established in 2018 by the CAA). The sculpture, Bubbly Barnacles by artist Donna Conklin King, consists of three large oblong asymmetrical forms with openings in the middle, stacked on top of one another to create more relief. Divers can shine a light into the barnacles at the sculpture’s base and may find some delightful surprises living or hiding inside. The deployment of sculptures as artificial reefs provides a source of biological replenishment and a protective marine habitat, strengthening our coastal ecosystem and creating unique ecotourism opportunities. Ann and George say, “Grouper has been real good to us. We figure, what better way to show our gratitude than helping to create a new marine habitat?”

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For more information about Seagrove Village MarketCafé and Hartley Restaurant Group, please visit SeagroveVillageMarket.com or follow them on social media at @seagrovevillage.