we're thrilled to announce the arrival of our latest concept, minigrow — now open at 285 Madison Ave in Midtown Manhattan.
in an effort to bring our delicious dream to more cities across the United States, we had to go back to the drawing board to come up with a streamlined concept based on our honeygrow model. minigrow still features our carefully curated selection of noodles + greens, complete with housemade sauces + dressings, slow roasted proteins + other carefully curated toppings expertly prepared by our culinary team led by Chef Katz, however you won't find kiosks here. Instead, guests will order via an assembly-line style system, allowing you to build-your-own bowl with the help + recommendations from the minigrow team along the way.
ingredients are still sourced as locally as possible, and are never frozen simply because that's the way things should be. While there are fewer ingredients, those which we do offer are carefully crafted in their preparation. Slow cooked tomatoes which are roasted for several hours overnight. Dashi poached salmon, whole roasted chicken, roasted broccoli, sautéed mushrooms + more are all prepared on-site daily to deliver restaurant quality ingredients + culinary practices long absent from the fast casual lunch + dinner game.
all of these ingredients are combined over your choice of base (three wheat noodles, spinach noodles, fresh zucchini noodles, jasmine rice, organic spring mix or baby spinach) in a mazemen-style presentation, allowing you to blend all of your chosen flavors together to create a unique experience with each + every order. Learn more about our menu here.
we do offer one zero-substitutions dish: 'The Chicken Jawn'. An homage to our Philly roots, 'The Chicken Jawn' is made up of fresh three wheat noodles, whole roasted chicken, sweet + sour onions, black truffle, miso corn, chives + parmesan — perfect for those willing to invest their faith (+ taste buds) in our culinary director.
our inaugural spot can be found in Madison Ave between 40th + 41st in New York City, just blocks away from Grand Central Terminal + Bryant Park. Our interior is designed by the same team at Verona Carpenter Architect responsible for our recent honeygrow locations + features an amazing mural by Brooklyn-based art tandem, Dutchess + The Queen (blog coming soon!).
unique to our first minigrow spot is a flip-disc display developed by the team at Breakfast NY (who've helmed projects such as Luster printer, and more). This display board offers unparalleled guest interaction, not only providing important updates + quirky one-liners to the crowd, but also allowing our visitors to engage directly with the display via a set of cameras mounted below the screen. Stay tuned for more updates + special messages coming soon to the display!
we're not done...
expect to see two more minigrow locations open in Manhattan before the end of 2017 — one in the shadow of Times Square at 39th + Broadway and another by FIT at 29th + 7th Ave. Also on our list: Chicago, Boston + of course, Philadelphia. Sign-up here for updates.