Hospitality veterans Stratis Morfogen and Philippe Olivier Bondon, the forces behind Brooklyn Chop House and Brooklyn Dumpling Shop, are officially bringing their “Diner 2.0” concept, Diner 24, to 1674 Broadway, at the corner of 52nd Street.
The move follows the 24-hour diner’s success at its Gramercy location, which is a social media sensation for its over-the-top milkshakes and fresh-focused menu. For Morfogen, whose family history is rooted in the traditional diner industry, the Diner 2.0 concept is about updating a tried-and-true formula.
“The (classic diner menu) menu never really adapted,” he put bluntly to What Now New York. “I think it’s the only concept in the culinary industry that has basically had the same menu for 80 years.”
Diner 24 aims to break that stagnation by whittling down the sprawling, frozen-food-driven menus of the past. In addition, the diner fully embraces the power of the internet. Morfogen says Diner 24 has a targeted marketing strategy that has captured search terms like “24-hour diner New York” and “24-hour diner near me.”
Furthermore, the milkshakes and dishes are presented with social media in mind.
“We’re not in the restaurant business anymore: We’re in the reaction business,” Morfogen explained. “If that dish that comes to the table is not exciting and vibrant and fresh, customers are not going to pull out their phone. And if they don’t pull out their phone, especially in a diner, we lose.”
While the Gramercy location proved the concept, the Broadway outpost will feature elements specifically designed for the Theater District. The two-story space will lean heavily into its surroundings, offering a proper Midtown experience that embraces the idea of being a tourist attraction.
“We’re going to have a stage between the two rows of booths in the second-floor dining room, and we’re going to have servers that perform showtunes,” Morfogen said. The restaurant plans to feature performances on the 15th minute of every hour, creating a round-the-clock entertainment hub.
The menu will mirror the Gramercy location’s, with Triple Smash Trifecta burgers and extravagant milkshakes. Freezer storage will mostly be limited to preserving ice cream and french fries, while a 24-hour prep operation will maintain freshness. There will also be a full bar that will operate until 4 a.m. daily.
While the vision may be grand, Morfogen described plans for a low-key, disciplined rollout that will kick off with a soft opening in early October.
“I don’t believe in big opening parties,” he said. “I believe we’re going to open the doors very soft. We’re going to open the first floor first, for 12 hours a day instead of 24. It’s probably going to take six to eight weeks — right about the time of Thanksgiving — that we’re planning to be 24/7.”
“I’ve learned, in my 40 years in the industry: Restaurants that open with a big splash close with a murmur,” he added.
