Three lunch counters have opened in Flatiron since May 2024, reflecting increased daytime activity as offices fill up.

  • Three lunch counters opened in Flatiron in May and June 2024.

  • Foot traffic in the neighborhood is up by 11% since January, according to Flatiron/23rd Street Partnership.

  • The new counters are Front Table, Noonette, and Sando Press.

The Flatiron District has seen a noticeable uptick in dining options aimed at office workers. According to the Flatiron/23rd Street Partnership, local pedestrian counts during lunch hours increased by 11% since the start of 2024. Restaurant groups have responded with new quick-service concepts.

Front Table opened on West 24th Street in early May. The counter focuses on salads and grain bowls and is operated by the team behind Midtown’s Green Hall. Noonette, which opened June 3 on Broadway, serves sandwiches and soups. Sando Press started serving Japanese-style sandwiches from its counter on East 23rd Street in mid-May.

All three locations open by 11 a.m. and close before 4 p.m., catering to the weekday lunch crowd. Operators cite increased demand from returning office workers following hybrid work trends. Most offer online ordering and self-service kiosks to manage peak times.

The Flatiron/23rd Street Partnership reports that more than 65% of local office buildings are now at least partially occupied on weekdays, up from 48% a year ago. This has prompted a broader wave of daytime-focused openings in the area.

Frequently Asked Questions

Where are the new lunch counters located?

Front Table is at 41 West 24th Street, Noonette is at 1147 Broadway, and Sando Press operates at 35 East 23rd Street. All are within a four-block radius in Flatiron and serve the weekday office lunch crowd.

What kinds of food do these counters serve?

Front Table offers salads and grain bowls; Noonette focuses on sandwiches and soups; Sando Press features Japanese-inspired sandwiches. Each has a streamlined, fast-casual menu designed for takeout or quick dining.

What is driving the increase in lunch counter openings?

The main factor is the return of office workers to Flatiron, with occupancy rates up over the past year. Increased daytime activity has led restaurant operators to launch new concepts targeting the lunch rush and hybrid work schedules.

Frequently Asked Questions

What new lunch counters have opened in Flatiron in 2024?

Front Table, Noonette, and Sando Press have opened in Flatiron in May and June 2024.

Where are the new lunch counters in Flatiron located?

Front Table is at 41 West 24th Street, Noonette is at 1147 Broadway, and Sando Press is at 35 East 23rd Street.

What types of food do Front Table, Noonette, and Sando Press serve?

Front Table offers salads and grain bowls, Noonette serves sandwiches and soups, and Sando Press features Japanese-inspired sandwiches.

Why are more lunch counters opening in Flatiron now?

The openings are driven by increased office worker returns and higher lunchtime foot traffic, with over 65% of local office buildings now at least partially occupied.

How much has lunchtime foot traffic increased in Flatiron since January 2024?

Pedestrian counts during lunch hours in Flatiron are up 11% since January 2024.

Editorial Transparency. A first draft of this story was produced with AI-assisted writing tools, then reviewed for accuracy and tone by the named editor before publication. More on our process: Editorial Policy.