By Nicole Breskin
CHELSEA — New York Burger Co. is taking up residence this summer at a Chelsea corner that was once home to the famed rose-colored nightclub “Flamingo Room” and neighborhood hot spot Il Bordello.
The opening at W.23rd Street and Tenth Avenue will be the burger chain’s third location, but this outpost will feature a special twist to its menu and cater to more upmarket tastes.
The Chelsea locale will feature mini 2.5-ounce burgers in all of the iterations of its regular-size burgers, along with a brunch menu that includes a goat cheese frittata and eggs benedict with black forest ham.
The décor will be minimalist and modern with potential touches of exposed brick, iodized metallic trim on the windows and a signature communal table at the store's center.
“We like to have a little twist on everything,” said Madeline Poley, one of the partners of the company. “With the design, we will go more hip and contemporary to suit the neighborhood. It’s inspired by the idea of a New York loft with a warm feeling.”
The company’s general manager, Donna Walker, said she thinks the location is ideal for a burger shack, due to its proximity to local galleries and what will be the extension of the High Line, slated to open in spring or summer 2011.
“It’s a prime location,” she said. “The High Line is opening there. This will expand our reach.”
The move marks that latest expansion by a company that has capitalized on the borough’s obsession with burgers — which has seen the Shake Shack brand grow and neighbors seized by mania induced by the false hope that In-N-Out Burgers would come to the Big Apple.
“We’re really excited to expand,” Poley said. “We thought this was an incredibly opportunity.”
The spot is the first franchise location for the company, brokered by Winick Realty Group.
The company has two additional restaurants located at 303 Park Ave. South and 678 Sixth Ave.