Today, Uncle Sam’s announced the opening of its first U.S. location just down the street from the Empire State Building at 307 Fifth Avenue in New York City on May 18. Fans of the company’s two Beijing locations will now be able to enjoy Uncle Sam’s creative spin on American classics, creating bold Asian flavors with universal appeal.

Teamed with the expertise of Bellyfull consulting chef Bradford Thompson (Bellyfull Consulting’s founder, James Beard Award winner), Uncle Sam’s will offer guests an Asian-inspired menu of American comfort food with an option for every palate. “Bellyfull’s team designed the menu with several guest objectives in mind: wanting to grab a quick lunch to-go, looking to relax after a day of sightseeing, or to refuel after a night out on the town with some of the most tantalizing and unique flavors in the city,” Thompson says. “Uncle Sam’s Signature Burger (Sautéed Mushrooms, Oyster Sauce, Swiss Cheese), our 888 Burger (Shumai Patty, Canadian Bacon, Char-Siu Bacon, Sriracha Mayo), and Beijing Crispy Chicken Samwich (Sliced Cucumber, Hoisin Glaze, Scallions) will keep guests hankering for their next Uncle Sam’s visit.”

Uncle Sam’s U.S. flagship location was designed by Alvarez-Brock who has taken the typical farm-and-cow imagery and flipped it over somewhat literally, to create a modern, urban setting. Rolling green pastures are reinterpreted as a tilted, geometric grid on the ceiling, vast blue skies are represented by light colored floor tiles, and a series of backlit, perforated wall panels — a loose interpretation of the spots of the cows in the field — serve to energize the space. A nod to the Eastern and Western influences that make Uncle Sam’s unique, 36 custom-designed red and white pendant lights are suspended from above. Burgundy banquettes anchor the space while light-toned wood wall panels and recessed mirrors expand the landscape. Just as Uncle Sam’s is a fresh take on a classic, so too is the design.

After the launch of two successful locations in Beijing over the last year, the company believes the concept will be popular in the U.S. as well. “What we’ve found through our research is that true passion for delicious flavors and taste is universal,” says Mr. Zhiming Bai, owner of Uncle Sam’s. “Between our fresh, versatile menu, inviting décor, and warm hospitality, we are confident that Americans will enjoy this new take on American classics.”

Located at 307 Fifth Avenue in New York City, Uncle Sam’s will be open from 11 a.m. to 11 p.m. daily. No reservations will be necessary. From the restaurant’s versatile menu to the inviting décor, Uncle Sam’s hopes to appeal to both the neighborhood crowd and the burger connoisseur.


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