J&R Now Sells Crepes and Coffee, Not Just Electronics Updated July 12, 2010 6:40am

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By Julie Shapiro

DNAinfo Reporter/Producer

LOWER MANHATTAN — After nearly 40 years of selling discounted electronics, J&R is expanding its horizons to baguettes and beet salad.

Tucked into a mezzanine that previously showcased computers, the J&R Cafe launched this week at the retailer’s Park Row flagship. The small, open space overlooks the crowded sales floor, but gentle Cuban music masks the din of shoppers.

“Outside is the real world,” said Alexis Choucroune, 43, the chef and manager, gesturing down toward Broadway’s honking traffic. “We want people to come in and relax. Hopefully we’ll create a place where they can unwind.”

Choucroune said J&R’s founders, Joe and Rachelle Friedman, had always dreamed of opening a cafe, and they brought him in to make it happen.

The Mediterranean food incorporates fresh produce and herbs and will change from season to season, Choucroune said. So far the menu features sandwiches, salads, quiches and crepes in the $8 range, plus pastries and steamed coffee.

Choucroune, who grew up in France, said the menu is far from complete and will eventually include more traditional dishes from southern Spain, France and Italy. He has already introduced his grandmother’s tomato-garlic marmalade, which diners can find on the vegetarian sandwich.

“I want the client to get a feeling of the culture,” Choucroune said. “I want to create an atmosphere that resembles something European.”

On a recent afternoon, a few days into the soft opening, the cafe’s two-dozen seats were mostly empty, but Choucroune wasn’t worried. He said he had sold 500 cups of coffee on Monday, the first day the cafe was open, and business was growing steadily.

As an opening special, the cafe is offering a free gourmet coffee with any purchase.

The J&R Cafe at 1 Park Row is open the same hours as the store, 9 am to 7:30 pm Monday through Saturday and 10:30 am to 6:30 pm on Sunday.

By Julie Shapiro, DNAinfo.com

Follow Julie on Twitter @JulieShapiro