Food at General Merchants is rated 5/5, with recommended dishes like the Mediterranean Omelette and the veggie breakfast bap being described as the best breakfast in Northern Ireland.

The atmosphere at General Merchants is described as welcoming and friendly, with ridiculously friendly and helpful staff. Despite the crowded coffee/food scene in Belfast, the cafe stands out for its excellent service and food quality.

The staff at General Merchants are praised for being excellent, with one customer mentioning Mike as being particularly outstanding in serving them. The staff are described as friendly and helpful, making the overall experience enjoyable.

General Merchants stands out for its unbelievably good food at a reasonable price, as well as its reputation in the local neighbourhood. Despite potential wait times for a table, customers find the experience worth it due to the quality of food and service.