Above this deli-grocery's awning, the green fascia that wraps around the corner is a so-called privilege sign. Especially during the decades following World War II, big businesses supplied many mom-and-pop stores with signs like this. In exchange for "instant brand recognition," the businesses "enjoyed the privilege of weaving their marketing campaigns right into building facades."
Nowadays, when a storefront changes hands, old privilege signs occasionally resurface during renovations. Others have survived in plain sight since the day they were installed, which seems to be the case at this market in Newark's isolated South Ward. Inside you can still find candy and sodas, probably cigars, and several brands of ice cream (though I didn't look for Breyer's). But for stationery, let alone fountain service, you'll need to look elsewhere.
See also this heavily carbonated slideshow of privilege signs I've happened upon over the years.
325 Osborne Terr. (at Shephard Ave.), Newark, New Jersey