Long Branch, NJ – A trendy mispronunciation of this Jersey Shore city’s name — “Long Bronch” — is making the rounds on beaches, in restaurants, and across social media, sparking a mix of mockery and amusement among longtime locals.
What began as a subtle slip of the tongue has now become a full-on buzzword, especially among newer residents and upscale summer visitors who have flooded Long Branch in recent seasons.
The sudden shift isn’t a typo or a misquote, some people are actually buying into it.
It’s not a one-time problem either. Some people say it’s mostly coming from wealthier visitors and newer residents who have rolled into town in recent summers, bringing with them an appetite for high-end dining, luxury condos, and a certain way of talking about their summer spots.
“Long Bronch” is delivered with a polished tone, almost as if to elevate the city’s image beyond its familiar working-class roots.
Some people have even slipped the pronunciation into “Long Bronch” in the same breath as Hamptons comparisons.
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Not everyone is impressed.
Maybe they’re just trying to elevate the city like calling Target “Tar-jhey” or calling the buffet the “Boo-fay”.
Longtime residents say the trend is bad…very bad, others simply laugh it off, saying it’s just the latest in a long line of fads that come and go with the summer crowd.
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Key Points
- Wealthier visitors and residents have begun calling Long Branch “Long Bronch”
- The nickname is used as a status signal, not a joke
- Term appears in social media captions