When I saw on Eater that Fat Burger is opening in New York, I actually laughed out loud. Where do I start with this mess:
First of all, restaurant concepts and brands should generally move East to West. Especially chains. Even when they do move from NYC to LA, I find the West Coast outpost to be far inferior to its NYC parent (STK, BLT, Fig & Olive, there are others…). Northern California cuisine is another ball game, but I can’t think of any SF restos that have come to NYC. (Chefs obviously excluded – they’re smart enough to start something new in NYC!)
While I will admit to downing my fair share of Fat Burgers, that hasn’t been since college when it was the ONLY boutique burger joint in town. Now there are a handful to choose from that blow a Fat Burger off the griddle!
BUT! We must consider the location they chose: Murray Hill. Due to its affordable doorman buildings, I finished my 3 year NYC stint on 30th and 3rd. Now, when I go back to my favorite mani/pedi lady, I’ve found the midtown east hood has grown up since it’s “Curry Hill” days when it was the playground for B ‘n T (Jersey kids driving into the city to party). My goodness does that crowd love a new concept and chowing down late night. Otherwise, new finance twenty-somethings are the locals and tend to need some serious hangover grub. So, my thought is, the people probably haven’t changed that much and Fat Burger will be a huge hit. Extra bottom line bonus if they deliver.
For those of you with a discerning burger palate – I hope that’s all of you – hear me when I tell you: NOT WORTH IT!