"Daily Provisions followed a long trajectory," Max Rockoff announced as we sat down to chat about the neighborhood hot spot, an offshoot of the newly opened Union Square Cafe. I met Max, the warm and enthusiastic general manager, in late August of 2017, a few months after the Union Square Hospitality Group debuted their latest restaurant venture.
"As Union Square Cafe's space grew, ours continued to get smaller and smaller," Max told me. "We weren't quite sure where we were headed, but the space dictated the concept," he continued. When Danny Meyer and his team found this location, a few blocks north of the original Union Square Cafe, they knew that they wished to utilize every inch of it in the most sensible way, but they were always thinking of the community surrounding them. "We had to make an unbelievable place in a tiny footprint," Max explained. They kept asking themselves, "What can we do with this jewel box on Park Avenue and 19th Street?" They were eager to give a "gift" to those who lived nearby.
When the group sat down to discuss their ideas, foremost in their minds was, "What are the daily things people want?" They hoped to provide the best versions of what their customers know and love. Max said it had to start with fantastic coffee first thing in the morning, together with some smashing breakfast treats. This would then be followed by salads and interesting sandwiches on freshly baked bread. At the end of the day, the space could provide an outstanding roast chicken that could be picked up on the way home.
The final innovation by the team was “cross-utilization.” Within the downstairs kitchen - accessible from both restaurants - there is a shared bakeshop facility. It is here that they make the incredible "house loaf" - a brown sour dough bread that is served in the restaurant and used to make many of the specialty sandwiches all day long at Daily Provisions.
"There is no redundancy here," Max asserted, "We can feed families all day long. Our breakfast is nothing crazy, it is just the best." In fact, the bacon, eggs and cheese sandwich is one of the most requested items at almost any hour. Therefore, they offer it until 4:00 p.m. every afternoon. "The people demand it, so we provide it. We listen to them." The roast beef sandwich is a classic lunchtime treat, "but it is our version." I also learned about a special sandwich that is not on the menu, but which is proving to be the real "go-to" - herbed ricotta and arugula served on their house-made English muffin. Then there is the Patty Melt - the meat is blended with grilled onions and served on housemade rye bread with melted cheese. Max shared that the team tried all kinds of cheese for their melt, and when they did a blind tasting, it was the classic American that won.
The Daily Provisions team also wanted the small cafe to be a place where people could stop by and unwind, sip on some wine, work on their computer, or simply meet up with friends for relaxing conversation. Somehow, although not surprisingly, this talented and well-loved restaurant group has managed to accomplish it all. I had the pleasure of meeting a woman who came by for a glass of wine around 5:00 p.m. She worked upstairs in the building and told me that she makes a habit of coming to Daily Provisions at the end of her day. It was so nice to watch her settle in comfortably, acknowledging members of the staff, as well as other patrons sitting around the white marble counters. When I commented to Max on how extraordinary this was, he said, "She is a microcosm of what we've become."
Max was genuinely pleased to tell me that many guests who initially visited when Daily Provisions first opened continue to gravitate back on a regular basis. "They're comfortable here." Gushing, Max said that the best time of day is when everyone gathers on weekend mornings. He loves how the neighborhood utilizes the shop, be it for a cup of good coffee or a full breakfast. It is a place for all ages that has become a routine stop for many. "Everyone uses it in their own way." He has found it fascinating to see how the area denizens have embraced them. "They have made us their own." It was also quite apparent to me how Max and his staff have effortlessly enveloped the community.