New York » Restaurant » Downtown Manhattan » Burgers
How to thrive in a recession. Start with a surefire hit: Nice Matin's famous ground chuck burger with caramelized onions and rosemary aioli. Flesh out the menu with salads and sushi for the genteel grazers. Kit out a big, comfortable room with low-pretense touches like white tiles, malt shop-style checkered floors, and snake plants in the windows. Keep your prices in the stratosphere. Nail down a prime Union Square location, complete with bumping outdoor scene. The result? A perennially packed house for a chain that now spans Back Bay to South Beach.
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