Mexican Taco Joint Expands to Midtown

By Heather Holland on March 21, 2014 9:15am 

 Choza Taqueria is opening in Midtown East with Mexican fare inspired by the beach.
Choza Taqueria is opening in Midtown East with Mexican fare inspired by the beach.
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Facebook/Choza Taqueria

MIDTOWN EAST — A Flatiron taco restaurant is expanding, with its third outpost opening this spring. 

After launching two locations since 2011, Choza Taqueria's newest spot will open at 100 Park Ave. between 40th and 41st streets on May 1, offering northern Mexican fare including tacos, burritos and sandwiches.

“Based upon the wonderful response to our food we felt really confident in expanding to new areas,” said Matthew Wagman, CEO of Park South Hospitality, which manages the restaurant. “Especially when guests constantly ask us when we’re going to put a Choza in their neighborhood.”

Choza currently has locations in Flatiron and the West Village, but the new 1,000-square-foot restaurant will be the chain's biggest yet.

“We’re also going to take advantage of the huge walls we have at 100 Park to do more graphics and artwork," Wagman said.

Wagman added that the eateries' simple design makes it easier to expand quickly.

“Our stores are small…this makes them less expensive to build and open,” Wagman said. “Choza is actually Spanish for ‘hut.’ The food and experience we are trying to emulate is that of a roadside or beachfront shack that serves food that you can find in northern Mexico.”

The restaurant's owners hope to expand to Midtown West, Times Square, the Upper East Side and the Upper West Side in the future, according to Ross Burack, the broker representing Choza.

Other recent openings in the neighborhood include:

General Assembly recently opened at 360 Park Ave. S. near 26th Street with a European-inspired menu and daily samplings of eclairs.

The bistro’s dishes include fried skate wing with lentil crust and bread and butter pickles, and roast chicken with Pommery mustard sauce. Sides include parmesan-rosemary chickpea fries.

Another highlight is the eclairs, which include flavors like key lime meringue and coconut almond joy. 

The 170-seat restaurant uses local and seasonal ingredients, and also offers 20 craft beers, 20 wines by the glass and 130 wines by the bottle.

 One of the General Assembly’s highlights is the daily sampling of éclairs, which are offered tableside and include flavors like key lime meringue and coconut almond joy.
One of the General Assembly’s highlights is the daily sampling of éclairs, which are offered tableside and include flavors like key lime meringue and coconut almond joy.
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The Door

General Assembly is open for dinner daily, and lunch and brunch service are slated to begin in April.

► A 2,000-square-foot yoga studio opened in Flatiron last Sunday, including a beginners club, lunchtime lessons and a class dedicated to bringing tranquility to the overworked New Yorker.

Yoga Shanti’s beginner classes guide amateur yogis in the basics, while the Urban Zen classes offer restorative yoga sequences, aromatherapy, reiki, breath awareness and meditation.

Yoga Shanti at 46 W. 24th St. offers classes from 7:30 a.m. to 8:30 p.m.

Prices are $100 for a first-month trial and $150 for each month after that, which includes unlimited Beginners Club, Urban Zen and fundamental classes.

Barry’s Bootcamp is opening its largest studio to date in NoHo this summer, with 25 treadmills and a wall of digital lockers.

The 6,000-square-foot studio at 419 Lafayette St. will be large enough to fit 40 people in each class and will include a “fuel” bar offering smoothies and packaged meals.

The space will also include nine showers equipped with blow dryers and toiletries.

Barry’s Bootcamp, which has offered intense group cardio workouts since 1998, has other locations in the city, including Chelsea and TriBeCa.

The studio is expected to open in July or August with daily classes that focus on the full body, or on specific areas including arms, legs, abs and butt.

Classes are priced at $34 per session or $165 for 5 classes and $320 for 10 classes.

 A 2,000-square-foot yoga studio opened in Flatiron on Sunday, including a beginners club, lunchtime lessons and a class dedicated to bringing tranquility to the overworked New Yorker.
A 2,000-square-foot yoga studio opened in Flatiron on Sunday, including a beginners club, lunchtime lessons and a class dedicated to bringing tranquility to the overworked New Yorker.
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Evan Yee

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