Melt Shop Opens Hell's Kitchen Site 2 Blocks from Midtown Eatery

By Mathew Katz on August 27, 2014 2:29pm 

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  The new Melt Shop location will open at 52nd Street and Eighth Avenue in September. 
Melt Shop Coming to Eighth Avenue
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MIDTOWN — Midtown is about to get cheesier.

The Melt Shop, which serves gooey grilled cheese sandwiches, will soon open a spot on Eighth Avenue near West 52nd Street — just blocks from its other Midtown West location at West 50th Street and Seventh Avenue.

The new 1,200-square-foot restaurant at 877 Eighth Ave. will open in mid to late September and will have the same menu as the other Midtown spot, according to founder and managing partner Spencer Rubin.

"In New York City, people go to restaurants within a one- or two-block radius — this steps outside of that range," Rubin said. "We think this part of town is dense enough that it can support another one of our locations."

The West 50th Street spot is a hit with the Midtown lunch crowd, where diners pack the restaurant to grab bites like the maple bacon sandwich with aged cheddar and maple glazed bacon, or the truffle melt, with havarti, truffle oil and arugula on sourdough.

The chain, which began as a small kiosk, also has spots in Midtown East and Flatiron, and will soon open a location in Washington, D.C.

Rubin said the new restaurant — on the border of Hell's Kitchen — aims to serve residents in addition to office workers.

"We missed the true Hell's Kitchen neighborhood last time, so we're looking forward to tapping people into that market and bringing in people from there as well," Rubin said.

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