Bloomberg: The New York City diner makes a comeback (feat. B&L Diner fka Press Club Grill)
Photo: Hospitality Department
The diner comeback is an antidote to the luxury and exclusivity that’s become prevalent in New York with its ritzy members clubs and high-priced menus. Which might be why even the label “diner” is now a selling point for chefs. In October, chef Franklin Becker plans to rebrand his Press Club Grill in Herald Square as B&L Diner, with an all-day menu of diner-inspired dishes such as blueberry pancakes with lemon curd, thick-cut housemade maple bacon and matzo ball soup. Here, too, the prices will be user-friendly: Sandwiches will start at $16, and entrees at $24.
Becker, a native Brooklynite who grew up frequenting diners, admits he’s taking poetic license with his interpretation of the New York classic. “I think we’re looking at the word ‘diner’ in a different way,” he says, of the impetus behind the rebranded concept. “It’s more a feel than a philosophy.” Even though the dining experience takes cues from classic diners, from burgers to milkshakes, Becker hopes to maintain the elegance of a conventional restaurant while also pushing the boundaries of what a diner can be.