Comfort Diner on Grand Street Sheds the ‘Diner’ and Becomes Another Bar-Restaurant
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The Comfort Diner is seemingly on the ropes. Seven months into its Lower East Side run, it’s diversifying to stay afloat. Even hosting the occasional photography exhibit or the like. In fact, it’s no longer deemed a “diner,” but a “restaurant & bar.” This is precisely what neighbors predicted would happen, a moderate-level bait-and-switch.
The recent makeover was likely due to lack of a customer base. It’s rarely populated, even during the peak hours. As numerous readers have previously posited, lack of quality, poor service, and non-breakfast hours likely contributed. With regard to the latter, Comfort billed itself as a diner yet didn’t open until 11am, unlike the OG location in midtown.
But the Comfort has a full liquor license in tow, so it’s now Comfort Restaurant & Bar (“eat. drink. be comfortable.”. And with it, a pretty large sidewalk cafe to its name. This outdoor dining area and the full OP received staunch opposition from the SPaCE Block Association from the get-go.
In retrospect, Holy Schnitzel was probably the better option for 399 Grand Street. Yet the Seward Park Co-op board elected the Comfort instead.
399 Grand Street was previously home to Noah’s Ark kosher deli. The restaurant held court for ten years, but closed during the high holidays of 2013, never to reopen.