On Wednesday, minigrow opened the doors of its newest store in Manhattan, located on Broadway near 38th Street, in New York City. This is the concept’s second Manhattan location (their first opened October 30 on Madison Avenue between 40th and 41st Streets), with a third to follow next week on 7th Avenue near 29th Street.
To celebrate the 10:30am Grand Opening of both of their new Manhattan locations—the first taking place today; the second taking place next Wednesday, December 20—minigrow will hold a ribbon cutting at 10:15am to kick off the event, followed by offering a free mgBowl to the first 100 guests—with one dollar for every bowl served donated to Back on My Feet—as well as a free mgToteBag (while supplies last.)
Founded by honeygrow CEO Justin Rosenberg, minigrow is the streamlined version of honeygrow, designed for smaller, more complex urban spaces. At honeygrow, ingredients are presented in a raw format to be combined and cooked to order. At minigrow, the labor-intensive cooking techniques happen behind the scenes so that each guest’s dish can be freshly combined in an assembly-line format.
With the hope of delivering a unique offering that truly differentiates itself from other fast-casual restaurants, Rosenberg and Culinary Director David Katz spent several months creating the minigrow menu. Every item offered at minigrow is designed so that the flavors will complement each other. Guests can choose a base with options including freshly made 3-wheat noodles, freshly made spinach noodles, or organic lettuces, quality vegetables and toppings like Miso Corn, Thai Chilies and Seaweed Kimchi, prepared proteins, including Dashi Poached Salmon and Slow Roasted Pork Shoulder, and house made sauces and dressings. Freshly pressed juices, developed by Katz and produced exclusively for honeygrow and minigrow, in addition to a special selection of locally produced chocolate from Raaka, and chocolate chip cookies that are baked in-house daily with dough from David’s, will also be served.
Says Rosenberg, “Our goal with minigrow is to continue to focus on what we love to do: to find and cook quality, amazing foods that we’d personally want to eat and that we’d never get tired of. Our mission is to serve up something wholesome, different from what’s out there, and have our guests know that you can create something nutritious without being boring.”
Designed by Verona Carpenter Architects, minigrow locations are warm, colorful and inviting, with modern, sleek finishes. The interiors highlight the freshly prepared ingredients in a streamlined format that makes the “assembly-line” style of ordering as simple as possible. Like all honeygrow locations, each minigrow features specifically commissioned art by a local artist, designed to both complement the space and the geographic region. Sections of the space also feature reclaimed basketball flooring to add more warmth, with colorful accents from the graphic markings that hearken back to the material’s origin. Neon signage using the brand’s color accents and “damn good noodles + greens” tagline adds a brightness to the space.