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Veritas Lowers Price, Raises Interest

By DNAinfo Staff on February 7, 2011 5:06pm  | Updated on February 7, 2011 5:15pm

Veritas has attracted new customers since reopening two months ago with a cheaper menu.
Veritas has attracted new customers since reopening two months ago with a cheaper menu.
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Geert Teuwen

By Jennifer Glickel

DNAinfo Reporter/Producer

FLATIRON — Pricey eatery Veritas has seen an influx of customers asking for the restaurant's more reasonable bar menu since reopening two months ago, according to Crain's New York Business.

The wine-centric restaurant closed last summer to revamp itself with a more reasonable à la carte menu to replace its formerly steep $97 prix-fixe offering. The restaurant also now features a bar in the front area where the formal dining room used to be, according to Crain's.

"We didn't anticipate the number of people who walk in without a reservation and want the bar menu," Veritas' main backer, Park Smith, told the paper.

The restaurant offers Smith's world-renowned 77,000-bottle wine collection, and to reach out to diners who may not have previously frequented the expensive eatery, Veritas is including new bottles priced less than $100, Crain's reported.