Hospitality Vets Bringing ‘Diner 2.0’ Flagship to the Theater District
Hospitality veterans Stratis Morfogen and Philippe Olivier Bondon, the forces behind Brooklyn Chop House and Brooklyn Dumpling Shop, are officially bringing their “Diner 2.0” concept, Diner 24, to 1674 Broadway, at the corner of 52nd Street. The move follows the 24-hour diner’s success at its Gramercy location, which is a social media sensation for its over-the-top milkshakes and fresh-focused menu. For Morfogen, whose family history is rooted in the traditional diner industry, the Diner 2.0 concept is about updating a tried-and-true formula. “The (classic diner menu) menu never really adapted,” he put bluntly to What Now New York. “I think it’s the only concept in the culinary industry that has basically had the same menu for 80 years.” Diner 24 aims to break that stagnation by whittling down the sprawling, frozen-food-driven menus of the past. In addition, the diner fully embraces the power of the internet. Morfogen says Diner 24 has a targeted marketing strategy that has captured search terms like “24-hour diner New York” and “24-hour diner near me.”
