The Times reports that Simon Oren, the owner of a string of New York restaurants including Nice Matin and Five Napkin Burger, just opened 404 in the no man's land of 10th Avenue by 34th Street. The restaurant has a full bakery that supplies all of Oren's restaurants and serves breakfast and lunch to the underserved workers in the area. Eventually the giant Hudson Yards development will go up nearby. [NYT]
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