New York’s much-anticipated Nordstrom flagship opens its doors tomorrow with a whopping seven new restaurants.
The new department store, at 225 West 57th Street, between Broadway and Seventh Avenue, will house Northwest-inspired Wolf, sustainably focused Bistro Verde, Italian restaurant Jeannie’s, Pacific Rim spot Hani Pacific, and mochi doughnut shop Oh Mochi, in addition to two cocktail lounges with small plates.
It’s an unusually high number of restaurants for a Nordstrom —most of the company’s stores have one or two restaurants — but vice president of restaurant operations Vincent Rossetti says that approximately 25 percent of the store’s overall transactions actually come from food and beverage. The result is that they’re pumping that side up here.
“Our motivation is as simple as trying to drive experience in the store,” he says.
The store’s signature restaurant Wolf, located on the second floor, is a first-time collaboration with award-winning Seattle chef and James Beard nominee Ethan Stowell. It’s inspired by Stowell’s popular rustic Italian spot, How to Cook a Wolf.
Starters at Wolf range from classics like olives or beef tartare, to more inventive small plates such as delicata squash with maitake mushrooms, parsnip puree, pistachio, and pomegranate. Pastas are plentiful and include spaghetti with uni butter, and entrees run the gamut from a bacon cheeseburger to American wagyu with peperonata, fingerling potato, and salsa verde. The full menu is below.
In addition to Wolf, Nordstrom’s will have Bistro Verde on the fifth floor, featuring salads, meats, seafood and pizza with a focus on responsible and sustainable sourcing. In about a year the plan is to add a 48-seat patio. Jeannie’s, which offers pizzas, pastas and salads on the lower level, is another collaboration with a different Seattle-based chef, James Beard award winner Tom Douglas. Douglas also collaborated on family-friendly, Pacific Rim-influenced Hani Pacific and the gluten-free doughnut shop Oh Mochi, also on the lower level. Two lounges, Broadway Bar (third floor) and Shoe Bar (in the shoe department on the lower level) will serve cocktails and small plates.
This uptick in restaurants here follows a NYC trend in recent years of retail restaurants, where dining is being added to retail throughout the city as a way to increase revenue. Newer venues here come from boutiques like 10 Corso Como at the South Street Seaport, which has an Italian restaurant, and La Mercerie in the Roman and Williams shop in Soho, where diners can actually purchase the plates holding the French fare. Larger brands are getting in on the action, too, like with Restoration Hardware’s rooftop gathering spot and Blue Box Cafe at legendary Tiffany and Co.
But none are on the scale of Nordstrom. Rossetti says that these new restaurants “are giving people an additional reason to come to the store” and act as “a porthole for people to be introduced to Nordstrom.”
“They can have lunch, go to the beauty area, and stay through dinner,” he says. “The New York customer will tell us what they want.”
Wolf is open Monday through Saturday from 10 a.m. to midnight and Sunday from 11 a.m. to midnight, while the other restaurants mimic store hours.