An East Village newcomer blending the feel of an American diner and cocktail bar with the street food roots of a Filipino night market is set to debut this fall.
Hoy!, owned by chef Cyed Adraincem, will open at 1 Clinton St.
“There’s less than a dozen Filipino restaurants in New York City. I want to make Filipino food more accessible and educate people,” Adraincem told Whatnow New York City.
The menu will spotlight Filipino char and caramelization, with classics like barbecue skewers and lumpia, along with sandwiches, a pork longganisa burger topped with homemade atchara and secret sauce, and shake fries tossed in homemade cheese powder.
For first-timers, Adraincem recommends the lumpia, describing it as a Filipino “staple.”
The interior will transport guests to the atmosphere of a Manila night market, with the lively evening markets in the Philippines known for vendors selling food, drinks, clothing and other goods.
“There’s a lot of color, there’s a lot of excitement. All my employees will be front facing, kind of like a cocktail bar or diner counter, so we can bring excitement to the dining room at all times,” he said.
As for cocktails, they will not be served at Hoy! However, guests will have a selection of beer and wine to choose from.
The name Hoy! offers another nod to Filipino culture.
“‘Hoy’ is an expression and emotion—if you’re happy, if you’re upset. If you’re around a group of Filipinos and you say ‘Hoy,’ they will understand you’re calling them; there’s some type of problem or there’s some type of emotion involved,” Adraincem said.
Adraincem looks forward to bringing something new to the community while making sure it remains approachable for everyone.
“The goal is to be here for the community. Prices are definitely crazy nowadays but I’m trying to make this place casual and super affordable,” he said.
Hoy! plans to open in November. Follow along on Instagram for the latest updates.
