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A little over a year ago, Sammy Nussdorf posted his first TikTok video under the moniker Brokeback Contessa: a conference room covered in architectural drawings and floor plans, while he and his team brainstormed design ideas. He captioned it, "Come along to start a gourmet grocery store." Now, 14 months later, the store, which has already become an internet favorite, is officially opening as Meadow Lane on Friday, November 14 in Manhattan's Tribeca neighborhood.
The aesthetically pleasing Meadow Lane will serve as NYC's latest modern gourmet grocer, with seasonal fruit, vegetables, meat and dairy options for purchase, as well as in-house prepared foods, high-end snacks and home-made milks and juices. The menu features simple yet elevated takes on classics like chicken nuggets and Uncrustable-style PB&J pockets alongside specialties like cacio e pepe mac & cheese, ginger buffalo cauliflower and "Grandma's Secret" meatballs.
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Every product was carefully chosen by Nussdorf and his team of culinary experts, using the highest quality ingredients from local and abroad suppliers. The store also offers a coffee, pastry and smoothie bar (the smoothie bar will open at a later date) featuring coffee from La Cabra, matcha from Montauk General Store, specially brewed tea, freshly made juices and smoothies, breakfast burritos and fresh baked goods from Native Bread and Pastry. The pantry section of the store offers pastas and grains, specialty oils, honeys, jams, fresh-baked sourdough and baguettes, custom lil sweet treat candy bags and Volzhenka Caviar, sourced specially from Paris.
The space also hosts a floral studio as an extension of Nussdorf's passion for floral designs with a selection of arrangements available for purchase. The venue can also be used for private, after-hour events. "Every detail at Meadow Lane has been thoughtfully designed to create a modern-day sanctuary—one that fits seamlessly into daily life," Nussdorf said in a statement. "Whether it’s a morning coffee, a quick juice, groceries, or fresh flowers, we aim to be part of our customers’ everyday rhythm."
Nussdorf has documented nearly every step of the process on TikTok, building a global audience through content showcasing the store's construction, taste tests, product and packaging selections, budgeting and even legal setbacks. He's also actively engaged with viewers by addressing their questions and concerns and asking for their opinions on certain decisions. Throughout the journey, Nussdorf has amassed over 100,000 followers, six million likes and paid partnerships with brands like Netflix, Uniqlo, DVF, and Reebok—making the store a viral success even before its first sale. "It was either going to be very cringe or successful—or maybe both,” reflects Nussdorf on his videos. "At this point, my followers have seen it all."
While prices reflect those of a typical high-end grocery store—$15 for gluten-free chicken nuggets, $21 for salads, $15 for juices—the store makes for a great go-to for lunch near the West Side Highway or an easy dinner on the way home from work. The Chinese Chicken Salad is a standout, as well as Meadow Lane's exclusive Caffè Panna ice cream flavor, Dune Swirl (peanut butter ice cream with buttery graham crunch).
The design of the store is elegant and chic, setting the scene for a sophisticated shopping experience. Meadow Lane also has its own merch for sale (hoodies, sweatpants, hats), plus a blue and white custom reusable bag to carry your purchases home—making anything with Meadow Lane's swirly insignia the hottest item a New Yorker can own right now.
Meadow Lane's grand opening is on November 14 at 11am. The store will be open daily 7am to 9pm in Tribeca (355 Greenwich St).