Kalina, 9/12/07.

Located in the upper reaches of Times Square, an area in which it is notoriously hard to make mid-priced restaurants work, this is Toloache, a mid-priced restaurant of the Mexican variety, just opened in late August. Its focus on guacamole, fresh ingredients and drinks, and proximity to the various media companies with offices in the area, give it chance for survival better than most. Further helping matters a great deal is owner/chef Julian Medina, who has SushiSamba and the two-starred Maya on his CV. Additional talking points: the name is pronounced toh-lo-AH-tchay and its named after a flower plant used as a love potion in Mexico.

Further reading from Gael Greene and at Thrillist and Cutlets.