Monday, March 22, 2010

Quick Bite: Lunch at No. 7 Sub Shop

In the past six months the Ace Hotel on 29th and Broadway has become the epicenter of the hipster foodie scene in Manhattan with the opening of The Breslin (and the rumored return of the John Dory), the first New York outpost of Stumptown Coffee, and now No. 7 Sub Shop. One of the first things I was taught in law school was the importance of defining one's terms, but with "hipster" and "foodie" the labels are fraught with so much peril and negative connotations that I will just throw up my hands and say "fuck it!" Having said that, there's definitely a vibe around the Ace Hotel which causes most people to immediately scream "hipster!" (never in my life have I overheard so many conversations using the term "social media" in one sitting).

No. 7 Sub Shop itself is located on Broadway, around the corner from the main entrance to the hotel. Walking in, the tall ceilings and dark wood-paneled walls dominate the room, making the cooks working feverishly behind the long counter look tiny in comparison. The expediter wore a Rushmore Academy Beekeeping Club t-shirt as he casually called out order numbers to the packed, steaming hot room. The menu is almost impossible to read in the dimness of the shop. Each sandwich (all are $9) is described on an individually framed poster, and the glare off the frames means anyone debating their order is forced to lean forward and squint to read each sandwich description.

 Is this not the worst picture you've ever seen? You can thank my MacBook.

The sandwich was unique, seemingly designed to stimulate a wide spectrum of textures and flavors. A base of lemony ceviche (not sure what type of fish) was covered in crisp cucumbers, avocado, red onions and micro-greens. The crunchy, fried hominy offered a nice textural counterpoint to the softness of the rest of the ingredients while adding a slightly corn-y aftertaste to the sandwich which marinated with the fishy finish of the ceviche itself. I didn't really taste the advertised "Tigre de Leche" mayo, beyond a slight creaminess. The bread was also quite good, with a dark brown crust and a nice bite, it clearly makes a strong sandwich bread. 

This is by no means a full review (it would be stupid and uninformed to issue a final judgment on a place barely open a week), but I hope to try the other sandwiches on their menu soon. If anyone else has checked out No. 7 Sub Shop, feel free to recount your experience in the comments.

No. 7 Sub
1188 Broadway
between 28/29 St
New York, NY 10001

No. 7 Sub Shop

No. 7 Sub on Urbanspoon

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