For added than 50 years, Joe Allen has been one of the quintessential acquisition places in New York City’s amphitheater district, a restaurant breadth Broadway industry titans and show-goers akin banquet and alcohol afore or afterwards performances.
The establishment, anchored on West 46th Street’s Restaurant Row, is reopening Thursday for the aboriginal time aback the coronavirus communicable prompted a abeyance in mid-March. And while the Joe Allen aggregation is hopeful that assemblage will acknowledgment for some of the agenda favorites, including its admired hamburger, to say annihilation of the befalling to disentangle in the restaurant’s intimate, brick-walled setting, they apperceive they could be angry an acclivous battle.
“It makes me feel acceptable I can do article for Broadway, but I don’t apperceive if it’s activity to work,” said Julie Cronauer, who runs the dining atom with her father, restaurant namesake Joe Allen.
Such is the bind for restaurants in the amphitheater district, the amplitude of blocks that includes the Times Square area. Some of the locale’s added arresting establishments, from day-tripper admired Sardi’s to the Italian family-style beanery Carmine’s to two locations of the deli-diner Junior’s, haven’t reopened, accustomed the accessible obstacles. And owners announce they may be afraid to do so until Broadway shows resume running, which is now not appointed to appear until May 2021 at the earliest.
“There’s no one in Times Square,” said Jeffrey Bank, arch controlling of Alicart Restaurant Group, which owns Carmine’s, the alternation that additionally has locations alfresco the amphitheater district.
Mr. Bank and others point out that the bearings goes above the accident of amphitheater patrons. They agenda that best of the area’s appointment workers are still not aback at their desks, as companies abide to err on the ancillary of attention and acquiesce them to assignment from home. Additionally missing are the tourists who army to Times Square not necessarily to see shows, but aloof to booty in the fizz and ablaze lights.
While some theater-district establishments accept approved to accomplish a go of it, best accept that business is bottomward appreciably from pre-pandemic levels. The accepted New York accompaniment restrictions attached calm accommodation to 25% aren’t allowance matters, restaurateurs say, but the affair charcoal the area’s bottom traffic—or abridgement thereof.
Julian Medina, chef and buyer of Toloache, a Manhattan minichain of Mexican restaurants, said that he is accomplishing aloof 10% to 15% of his approved sales aggregate at his theater-district location. By contrast, sales at his two added locations—one on the Upper East Side, the added in Greenwich Village—are in the 30 to 50% range, he said.
Theater-district restaurants that accept reopened are aggravating to get artistic in their approaches to drive volume. In the case of Nizza and Bouillon Marseille, two restaurants on Ninth Avenue beneath the aforementioned ownership, the dining spots are agreeable affected performers with an Actors’ Equity abutment agenda to banquet afterwards 9 p.m. on an eat now-pay after basis. The breadth is absolutely home to abounding industry professionals.
“Hopefully, anybody gets aback to assignment and they can pay us,” said Robert Guarino, managing accomplice of the restaurants, admitting he adumbrated he wasn’t activity to accomplish any affectionate of agreement schedule.
Mr. Guarino additionally said he believes his Ninth Avenue dining spots are benefiting from actuality a little west of the Broadway theaters, so the breadth is as abundant allotment of the Hell’s Kitchen breadth as Times Square. As a result, the restaurants aren’t as carefully codicillary on show-goers: “We’ve consistently had a adjacency component” of customers, Mr. Guarino said.
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For Joe Allen, however, the restaurant is all about the amphitheater world, said those affiliated with it. The dining enactment hopes to acclimate the Broadway abeyance in allotment by befitting costs in check—for example, it will trim assertive items from the agenda so that it doesn’t accept to adjustment and adapt as abundant food.
If barter appear in cogent abundant numbers, Ms. Cronauer said she ability accede reopening the added establishments she has on the block—Bar Centrale and the Italian restaurant Orso.
As it is, reopening Joe Allen has been a cher proposition. Ms. Cronauer said she has spent about $30,000 to get the business going, admitting she is beholden to accommodate assignment afresh for about 20 of her advisers in the process. Allotment of Joe Allen’s agreeableness has consistently been its abiding team, she said.
“We accept bodies who accept formed for us for 20 or 30 years and accept never alleged in sick.”
Write to Charles Passy at [email protected]
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