Industry News | November 18, 2013

100 Montaditos to Debut in NYC this Fall

100 Montaditos, a Spanish restaurant chain, announced its plans for its New York City debut this November, cementing the brand’s footprint in the U.S. Named after its signature product, the Montadito – a crunchy, baked-to-order tapas-sized roll deeply rooted in Spanish tradition – the restaurant will bring a fresh, new style of fast-casual dining to Manhattan and the Northeast United States. The innovative concept, one that is found all over Spain and has exploded in popularity in the past decade, features Montaditos in 100 variations filled with authentic high-quality tapa ingredients such as Serrano ham, chorizo, and queso manchego, ranging in price from $1.00 to $2.50. Set in a casual, high-energy environment reminiscent of the classic early 19th century tavernas found throughout Spain, the first location will debut prior to Thanksgiving at 176 Bleecker Street, between Sullivan and MacDougal streets in the heart of NYC’s Greenwich Village.

 

The 1,800 square foot location of the Bleecker Street 100 Montaditos will embrace the brand’s credo of providing quality inexpensive food in an inviting, welcoming and festive atmosphere, which comes alive with the celebration of clinking beer glasses and camaraderie. Located in an area known for its dining and nightlife offerings, the restaurant will feature both indoor and outdoor seating areas in which a number of flat-screen TVs, perfect for watching sports or the latest buzzed-about event, are housed. The outdoor space, which is enclosed and open year-round, faces the gardens of homes part of the MacDougal Sullivan Gardens Historic District.

 

“Americans’ perception of Spanish cuisine is largely limited to tapas so by bringing 100 Montaditos to New York City, the epicenter of dining, we are introducing a whole new aspect of Spanish culture to this country,” says Carlos Perez Tenorio, CEO of 100 Montaditos U.S. “From the Montaditos and sangria to the restaurant’s colorful décor and welcoming ambiance, visitors to the Bleecker Street location will get a true taste of Spain and will walk away feeling they have experienced something truly unique and full of authenticity.”

 

Inspired by early 19th century Spanish taverns which were known for offering a combination of comfort and quick, personalized service, the restaurant’s set-up will be designed to stimulate communal interaction and to offer guests an atmosphere that invites them to stay. 100 Montaditos’ design will feature tile floors, granite countertops and tables, mood lighting, and authentic images from the Spanish city of Cadiz, where the brand has its roots. The combination of dark wood and cherry red walls will enhance the ambiance of the space, complimented by a unique mixture of classic yet modern details such as forged iron lamps, white marble, ceramic tiles, and framed pictures adorning the walls.

 

The variety of Montaditos featured will range from simple, straightforward combinations like Serrano Ham and Manchego Cheese and Chorizo and Olive Oil to more elaborate offerings such as Pulled BBQ Pork, Crispy Onions, and Chipotle Aioli. The restaurant will also offer five varieties of sweet montaditos, filled with decadent toppings like cookies and cream and chocolate spread and marshmallows. 100 Montaditos’ secret lies in its bread, which is imported from Spain and baked to order in specially designed ovens. The rolls are designed to stand up to the various toppings and sauces without becoming soggy and are crunchy on the outside, soft on the inside, and always served warm. In addition to the wide array of Montaditos, diners will have the option to order from a selection of salads, traditional Spanish wines and beers, and authentic beverages such as Spain’s famed Estrella Damm beer, red, and white wines, claras (beer mixed with lemon-lime soda), and a variety of sangrias.

 

At 100 Montaditos, the ordering process will be facilitated through the use of approachable menu sheets found on tables and throughout the space, which will allow guests to personalize their order by checking off the desired type and quantity of Montaditos from a list categorized by price point and menu items. After marking down their order, guests pass the sheets along to the cashier, placing the order and proceeding to their tables, once they are handed over their beverage selection. When ready, orders are called out over a loudspeaker, signaling guests to head towards the marble top counter to pick up their Montaditos and other items.

 

Additionally, each Wednesday, 100 Montaditos will offer its signature “Dollarmania” promotion, in which every montadito on the menu will be priced at only $1 each and all beverages, including beer wine and sangrias, at only $2. The restaurant also offers samplers of Montaditos and charcuterie platters, priced at $8 and $9 respectively.