Motorists driving south along the Overseas Highway would be hard-pressed to miss the vintage-looking billboard perched high above Adam’s Cut in Key Largo. The large sign advertising candy, gifts, T-shirts and beer also features a sketch of the new general store’s colorful owner, longtime Keys resident and businessman John Cioffi.
“I didn’t do it; they did it and I let it happen,” joked Cioffi of his staff’s decision to make his face the face of their latest business venture. Cioffi says John’s General Store is actually named after John Pennekamp. John Pennekamp Coral Reef State Park sits directly across the street at MM 102.5.
Cioffi and his business partner, Shawn Tolley, are no strangers to the retail business; they own more than a dozen Sandal Factory stores, from Key West all the way up to North Carolina.
But John’s General Store is different.
“Nothing to do with Sandal Factory … zero,” said Cioffi.
For this interview, Cioffi invited me into his “office,” which consisted of two Yeti camping chairs in the corner of the 6,000-square-foot building. The Islamorada resident and successful businessman hardly ever gives interviews, but he made an exception this time.
This was an opportunity to highlight a business move he believes will make the community a better place.
“This is something that I think the community needed and appreciates, in that it’s across from Pennekamp Park. It didn’t need a sex shop here,” explained Cioffi.
For as long as most people can remember, this was the site of the Lover’s Boutique Sex Shop. Rarely was there ever a car in the parking lot; the Internet likely killed that business.
“I tried to lease it 32 years ago and every year since then I tried to lease it or buy it,” recalled Cioffi.
Recently, the landlord approached Cioffi and his business partner about taking over the lease. That’s when the idea for a general store was hatched.
“We thought that it might make money, but I’m not so sure that it will, but that’s not really important. It changed the community for the better, I think,” said Cioffi.
Cioffi says the general store caters to the roughly two thousand visitors a day to Pennekamp Coral Reef State Park. It’s one-stop shopping for supplies and more.
“You can get camping gear, snorkels, fishing gear, you can get all kinds of hot pockets and homemade Key lime pies, fudge, premade sandwiches, we will have beer and wine,” said Cioffi. The store also has some nostalgic, old-fashioned products of a bygone era, like Moon Pies, RC Cola and old-fashioned root beer. There’s even an old chuck wagon in front of the store, an interesting backdrop for tourists seeking that perfect picture.
“It’s amazing; it’s different, ” said Miami tourist Gabriella Carrillo. “Inside there are different things. It’s very nice,” she added as she and her family posed for a picture in front of the wagon.
Some of the products inside John’s General Store are as unique as the store’s entertaining owner.
Cioffi is the definition of an entrepreneur. He is hands-on, taking the time to ask customers about their shopping experiences, right down to the beverage vending machines. One customer told Cioffi the machine spat out the wrong drink. Cioffi instantly offered a refund and promised to fix the problem.
The 79-year-old knows all of his employees by name and his self-deprecating humor is refreshing. He attributes his success to the people around him.
“That’s the only reason I’m successful – the people around me are smarter. I’m not that bright, I’m really not,” said Cioffi with a laugh.
Forty years ago, diving and fishing brought Cioffi to the Florida Keys. At the time, he owned laundry bars up north. The main Sudsy Malone’s was located in Cioffi’s hometown of Cincinnati. The venue combined laundry, drinks and live music seven nights a week.
Cioffi ran Sudsy Malone’s remotely from his home in the Keys for nine years.
Eventually he moved on to different opportunities. He met someone in the sunglass business and started selling sunglasses, later branching out to T-shirts and then sandals. He bought the Reef Rider sandal company and the Sandal Factory was born.
At John’s General Store, Cioffi talked up the smash burgers from Dani and Mike’s 102 food truck stationed in the parking lot. The truck is owned by the same person who owns Mike’s BBQ at the entrance to Dolphins Plus.
“Without a doubt, the best burger I’ve ever had and I’ve had a lot of burgers in my life,” said Cioffi. (Writer’s note: he was right, the smash burger was delicious.)
With almost eight decades under his belt, Cioffi says he still enjoys the everyday hustle of running his businesses and has no plans to retire, ever.
“That’s when you retire, when you’re dead,” he said.
Experience has awarded Cioffi wisdom.
This is his simple philosophy for living a fulfilling and productive life:
“Expect nothing, need little and want everything. It’s what you want that’s important and I want everything. I don’t have to have it, but I want it.”
John’s General Store is open seven days a week and is located at 102700 Overseas Highway in Key Largo on the bayside.
