Friedman’s Lunch
M-F 8am-9:30pm; Sa 9am-9:30pm; Su 9am-8:30pm
75 Ninth Avenue (Chelsea Market)
A newcomer to 31st in late 2013, I was happy to discover Friedman’s Lunch. Having eaten at their restaurant in Chelsea Market on many occasions, I was quite familiar with them. Glancing quickly at the menu, I knew that I would, once again, have options as a vegetarian. Two of us shared the “House-Made Veggie Burger” with spicy tomato fennel jam, avocado and sprouts, and the “Veggie Bowl” with quinoa, sauteed vegetables, tofu and a delicious sesame lime dressing. Both were excellent. At the end of our meal, we struck up a conversation with one of the owners, Justin, who told us that he gave up being a real estate broker to pursue his passion for food. He helped turn Chelsea Market into the success that it is, and then came to open up this second location. Not via classical training in the kitchen, but rather through his love of food and hospitality, “traveling down a long road,” he has finally been able to open up his dream. Working with a young design couple from Tribeca, they created something simple using distressed wood and antique mirrors. “The decor is kick ass,” Justin exclaimed. With good music, a great neighborhood vibe, lots of gluten free options, and the most amazing signature potato chips, Manhattan Sideways has no doubt that Friedman’s reputation will take off.
