By Jill Colvin
DNAinfo Reporter/Producer
MIDTOWN EAST — The battle of the pasta bars in on.
Two new chains offering fresh-cooked pasta on the go are fighting it out for saucy supremacy, not to mention hungry lunchers' dollars, blocks from one another on Lexington Avenue.
French import Nooï, on Lexington between E. 40th and E. 41st streets, and Hello Pasta, on Lexington Avenue between 54th and 55th Streets offer hungry carb-seekers a new outlet for their craving, with fresh pasta in place of the mass-produced version, owners say.
Both locations recently opened to long lines and estimate they’re now serving several hundred customers a day.
Upper East Sider Harsh Jadhav said she has been to Nooï, almost daily in the week and a half since it opened.
"It's good value for the money," said Jadhav, 27, "And it’s the kind of pasta I like."
Nooi serves upwards of 1,000 pasta combinations, from the traditional 'Bolo,' made with tomato, ground beef, onions and carrots, to the more adventurous 'Bollywood' combining chicken with curry, cream, lemon and spices.
Customers first choose their noodle shape, then their sauce and toppings, including cheeses and spices. Prices start at $3.95, and go up to $6 or $7 for large sizes.
Chris Sanchez, the chain's chief operating officer, said that his company noticed that pasta is a staple in the American diet, yet New York City had no restaurants specializing in high quality, freshly made pastas to go.
"We've innovated the way," Sanchez said of the chains, which also have several locations across Europe.
Neighboring Hello Pasta, on Lexington Avenue between 54th and 55th Streets, puts their focus on health as much as convenience.
The product line is 100% organic, and includes whole wheat and gluten-free options among its five noodle types and 11 varieties of sauces, spokeswoman Paula Rosado said.
Customers at Hello Pasta choose their noodle type, sauce, and then either Parmesan cheese or a vegan alternative. Prices start at $6.95 and run about $8 to $9 for a medium size.
The company is currently in the process of rolling out three additional locations, all of which will be open by September, Director of Operations David Ramos said.
And both pasta chains are quick to engage in a little friendly fighting.
"I know mine's better," Sanchez said of Nooï.
Hello Pasta's Rosado disagreed.
"It's not even a comparison. They don't come close," Rosado said of her chain's health-conscious options.
Staff at both restaurants can agree on one thing: that they hope the European trend will catch on.
Some customers didn’t know what to make of the fresh pasta experience.
"It’s sort of rolling the dice here," said Louie Hacaj, 37, of Westchester. "I don’t know what I'm getting."
But others are already sold. New Jersey resident Amit Chaudhary, 24, who works up the street from Nooï, gave the eatery top marks after stopping in for a taste.
"I love to eat and try a lot of food," said Chaudhary, who, after much deliberation, settled on the 'Bollywood' option."It’s yummy and spicy. I like it a lot."
