Five Napkin’s Simon Oren Is Expanding West to Tenth Avenue and South to Atlanta


Just as Five Napkin Burger’s eponymous offerings have been filling out waistlines for the past two years, its co-founder, Simon Oren, likewise has expansion on his mind.

The Times reports that Oren, who’s also one of the partners behind Nice Matin and Sushi Samba, just opened 404, a brasserie in the gastronomic no-fly zone of Tenth Avenue and 33rd Street.

The restaurant, which opened on Wednesday, is outfitted in white subway tile and currently serves breakfast and lunch. It also contains a full-scale bakery that supplies bread to the other restaurants in the Oren empire.

That empire is poised to go south, literally: Per the Atlanta Business Chronicle, Five Napkin Burger will open a location in the city’s Midtown district in May. According to one of the restaurant’s partners, they’d had their eye on Atlanta “for some time.” Black-bean patties all around, y’all!

[ABJ via Grub Street]