Deathwatching Nicoletta

[August 2012]

High-flying chef Michael White's Midwestern-style pizzeria Nicoletta opened on June 15, 2012 on Second Avenue at 10th Street.

News of its arrival was met with some instant disapproval around here.

Like!

Via Jeremiah Moss: "Here comes yet another fucking upscale pizzeria for the East Village, where there have always been plenty of good, cheap pizza places."

Some readers were tuned off by Nicoletta's T.G.I. Fridaysish interior and clipboard-toting hostesses standing guard by the door while keeping tabs on those early are-you-fucking-kidding-me 90-minute waits ... and some reviews were quite unkind, such as the 0 stars the Times dropped on it.

Anyway!

Fast forward to now... Eater put Nicoletta on its Deathwatch yesterday... Eater figures that White and partner Ahmass Fakahany will close the place and turn it into another concept from their Altamarea Group's restaurant arsenal.

Per Eater:

Nicoletta means well. On a recent Tuesday night, Team Eater had excellent chicken wings, passable fritti, an okay pizza, and slam-dunk ice cream sundaes. The service was great and the tab was low, but the restaurant was as quiet as a tomb.

The question is not whether Nicoletta will close, but when. The safe bet is that Altamarea will revamp the restaurant once the D.C. outpost of Nicoletta is off the ground. After that, White and Fakahany might re-think this space and give the neighborhood something that it will really embrace.

Previous Nicoletta posts have produced some negative Nicoletta comments. I've never been here... Perhaps you have? Does death become it?

Previously on EV Grieve:
Nicoletta product placement or just trash?

Everything's gone green

Everyone is getting in on the act — even Nicoletta. Second Avenue and East 10th Street... Photo by EVG contributor William Klayer.

And the whole ad...

Marketing 166 Second Avenue in the 1920s: 'a desirable location for the modern home'

On Monday, Curbed had a post titled "19 Vintage New York City Real Estate Ads and Photos." This reminded me of the following item that I found at Columbia University's New York Real Estate Brochure Collection. (I have more brochures from around here if you're interested.)

It's a marketing brochure for 166 Second Avenue between East 10th Street and East 11th Street ... it isn't dated, but I'd put it around the mid-to-late 1920s.

Here's how Warren Hall was being marketed...

Location: "In the heart of the old aristocratic Stuyvesant and Astor Place section, a new and distinctive residential neighborhood is rapidly spring up. This district, so rich in City tradition, is once more coming into prominence as a desirable location for the modern home."

Sounds nice. But what about the traffic?

"The congested state of New York's transportation will never become a menace to residents of WARREN HALL. Within two blocks is the Astor Place Place station of the Fourth Avenue Subway, the 9th Street station of the Third Avenue Elevated and any number of surface lines leading in all directions."

[Click image to enlarge]

And all this cost a fortune for the times, really. Look at the rent.

[Click image to enlarge]

The least-expensive apartment was the two-room home on the third floor for $700 (assuming this was monthly, right?). The top-of-the-line penthouse home ("designed in the form of country bungalows, yet have all the city conveniences") went for $2,600.

Interestingly, the brochure notes that "the building will be completed in October, 1929" — right in time for the Stock Market Crash! Wonder how that hurt the move-in rate.

166 Second Avenue isn't called Warren Hall anymore... still a fine home. Here's a description of the building on Streeteasy ... interesting to see how it is being marketed circa 2009 (pre Nicoletta!) or so:

This is a dangerous location for food lovers! Blackhound bakery is right downstairs and the famous Veselka Polish diner is one block away. You can sit out front and enjoy your iced coffee at Dunkin Donuts before heading across the street to take advantage of the twice weekly farmers market.

The four active listings range in price between $2,700 to $8,400.

Joey Pepperoni brings his $1 slice to IHOP Way

Well, that Joey Pepperoni $1 sliceria went up quickly at the former AT&T store here on East 14th Street just west of Second Avenue...

And this is the second JPP in the East Village ... with the one opening on First Avenue near East 13th Street in August. And this may be a record for turning over a storefront. One day it was empty, the next day it's a fully functioning pizza place. Not bad considering it usually takes the city about 7 weeks to show up and inspect a hand sink.

Anyway. Game on.

You've been put on notice, Nicoletta!

Haha. Kidding!

But seriously — has anyone tried JPP's? (And if you answer, then I promise to never refer to it again as JPP's.) Was curious how it compared to 2 Bros. or any other $1 or $1.50 slices... Or cardboard?

[Thanks to EVG reader Tony for the tip on the opening]

[Updated] EV Grieve Eatery Etc.: AAA Amici Pizza looking closed; Glaze starting delivery

EVG reader Jodi noted that AAA Amici Pizza (formerly New Amici and Due Amici, right?) on Third Avenue at East 12th Street has been closed... the gates were down when we went by last evening. And no one is answering the phone. See if we can learn more about what's happening here today... (Another victim of the Nicoletta Effect?) Also, a new cafe is in the works adjacent here in the the long-closed D&M Convenience store on East 12th Street.

UPDATED: AAA Amici Pizza is back open...

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The folks at Glaze — the Seattle-style teriyaki place on Fourth Avenue near East 13th Street — sent us a note saying that they are now delivering to parts of the area... from 11 am until 10:30 pm ... for now, the delivery zone spans from Avenue A to Sixth Avenue, and from East Fourth Street to 23rd Street.

Have you eaten here? I tried it and liked it...

They are also up for a beer-wine license during Monday's CB3-SLA committee meeting.

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And Zagat noted that the Filipino Gastropub called Jeepney on First Avenue near East 12th Street opened last night (read more about it here) ... and maybe they are saving money on vowels and stuff on the sign...

[Via EVG reader @robbyohara]

The Nicoletta effect?: Another East Village pizza place calls it quits

Last month, Closed for Renovations signs went up at Pomodora, the "pizzaria" on Second Avenue between 10th Street and 11th Street. We saw crews working inside, and it did seem like a renovation was taking place ... and we didn't note it at the time.

However, a supervisor at the scene told Blue Glass yesterday that the space would soon become some kind of "Italian-French fusion" restaurant. What that means... we have no idea.

Pomodora and its misspelled pizzeria opened in May 2010, taking over part of the former beloved Dunkin' Donuts space.

Not for nothing... but this is the second pizza place within a half block of Nicoletta that has closed in recent weeks. As we noted Tuesday, Plum Pizzeria on the west side of Second Avenue near East 10th Street has also closed. Nicoletta opened to some fanfare on June 15.

Still, Pomodora and Plum didn't seem all that crowded before Nicoletta arrived...

Week in Grieview

[FringeNYC on Fourth yesterday. Photo by Bobby Williams]

Dorm blockbuster for 35 Cooper Square (Tuesday)

Irritating mystery noise on East Ninth Street (Friday)

Josie's opens on East Sixth Street (Friday)

Are the crusties more violent this summer? (Wednesday)

Joe Strummer at 60 (Tuesday)

Why the sandbox has been closed in the Tompkins Square Park Playground (Wednesday)

Bento Burger closed (Monday)

Looking at a charmingly shabby East 10th Street townhouse (Thursday)

Nicoletta unleashes its sidewalk cafe (Monday)

Bar on A closed (Thursday)

We lost another tree in Tompkins Square Park (Tuesday)

Joey Pepperoni now serving $1 slices on First Avenue (Thursday)

Photo of a bridesmaid climbing a fence at First Park (Monday)

Two more floors for 205 Avenue A (Friday)

[Updated] You can now sit outside at Nicoletta

Outside seating is now available at Nicoletta, beginning tonight! Enjoy your pizza outdoors in@ Nicoletta instagr.am/p/OkPbIxQ_Xw/

— Nicoletta Restaurant (@NicolettaNYC) August 20, 2012

Not real cozy-looking just yet here on Second Avenue and East 10th Street. And is that police tape?

Updated:

A reader walked by around 7:45 tonight and noted two tables were occupied so far ...

They'll likely need to add some greenery to the space a la DBGB to make it look a little more inviting...

Juice Press opening another East Village location

Earlier this year, the American Copy Center changed names and moved down the block here on East 10th Street... opening up this prime space adjacent to Nicoletta's to-go operation ...

... and the work permit in the window reveals the new tenant... "Juice Press Store"...

[Photo by Blue Glass]

The Juice Press has proven to be quite popular since opening on East First Street in April 2010... the raw juice/raw food retail spot has expanded to include several locations, including on East 10th Street near Avenue A... as well as one on Mott between Houston and Prince...

Expect a jokey coming soon sign here one of these days, such as a Robot Daycare/Missing Sock/Mime Academy ... as we've seen at the other under-renovation Juice Press locations...

Previously on EV Grieve:
Another day, another wacky new store sign on First Street

Nicoletta product placement or just trash?

Spotted early last evening on St. Mark's Place at Second Avenue... earlier in the day, Pete Wells bestowed a crushing 0 stars on Nicoletta in his review at The New York Times.

[Updated] Nicoletta has expanded its delivery zone!

[via ‏@robbyohara]

A few weeks ago, as we learned via Eater, fancy Wisconsinish pizzeria Nicoletta announced that they were starting delivery service in the East Village:

And the delivery zone was: First Avenue to Third Avenue, and Ninth Street to 11th Street.

Now, as the above sign shows, they've expanded the zone to include East 12th Street and Eighth Street...

Soon, they may make it all the way down to Avenue A...

Updated: A few readers mentioned that the sign (photo above) is outdated ... or hasn't been updated ... According to the Nicoletta website, the delivery zone is: 6th to 12th streets from 4th Avenue to Avenue B.

Week in Grieview

[Avenue A at East 10th Street]

St. Mark's Bookshop looking for smaller home (Monday)

Parishioners hear that Mary Help of Christians has been sold (Friday)

Moving away from 50-58 E. Third St. (Tuesday)

Meet the brothers who bought 50-58 E. Third St. for $23.5 million (Thursday)

The future of the Bowery Poetry Club (Friday)

Jugger-nut! (Monday)

Aiko! (Tuesday)

Sinkholes! (Friday)

The end of the Odessa Cafe and Bar? (Friday)

Temporary sunroof at 154 Second Ave. (Thursday)

A cab rams into the Staples on Broadway (Sunday)

Mourning TomKat's breakup (Monday)

Chico's temporary Kiss mural (Wednesday)

Nicoletta's hilariously small delivery zone (Friday)

Nicoletta will start delivering pizzas if you live just a few blocks away

Eater notes this morning that Nicoletta, the new pizza place some people like on Second Avenue at East 10th Street, is starting delivery service tonight.

And the delivery zone is: First Avenue to Third Avenue, and Ninth Street to 11th Street.

Can't seem to recall a smaller delivery zone than that one ...

EV Grieve Etc.: Mourning edition

[Deep in 51 Astor Place ... by Bobby Williams]

Henry Rollins: Joey Ramone's legacy is in danger (LAWeekly)

Avenue B's past as the "German Broadway" (Ephemeral New York)

Landmarks Preservation Commission postpones meeting for new hotel next to the Merchant's House (BoweryBoogie)

Donal Logue will play Merv Ferguson in CBGB biopic; Cheetah Chrome lands cameo (The Hollywood Reporter)

Making Delancey safer (The Lo-Down)

Jesus and Love at the Folsom Street East festival this past weekend (Jeremiah's Vanishing New York)

LES men curating monthly reading lists at Orchard Street's Lost Weekend (DNAinfo)

Nicoletta pizza porn (Gothamist)

And we spotted this 7-Eleven brandage on IHOP Way back on Thursday...

Final preparations at Nicoletta, opening tonight at 5

At Nicoletta, the new pizza place on Second Avenue and East 10th Street... workers are scrambling to have the place up and ready ....



...for the grand opening tonight...



For sneak previews, check out Eater and Grub Street and Serious Eats ...

(A few Eater commenters noted that the interior looks like a T.G.I. Friday's...)

If you go, then let us know how it is... because, to be honest, we'll likely never step foot in the place...

EV Grieve Etc.: Mourning edition

[Running for the bus this morning. #Mondays]

McSorley's for sale? (Jeremiah's Vanishing New York)

The cakes of Amor Bakery on Avenue B (Fork in the Road)

Debbie Harry and Patti Smith on the CBGB biopic (Savannah Now)

New plans for the LES Business Improvement District (The Lo-Down)

A Starbucks opening on Division Street? (BoweryBoogie)

A single-family mansion for Ludlow (Curbed)

Revisiting the Pickle District on the LES (Ephemeral New York)

Inside Nicoletta on Second Avenue (Eater)

... and yesterday afternoon, we were walking on Irving Place and noticed a short line. Turns out it was for a Lana Del Rey show at Irving Plaza.



Scanning the line, we had to ask, "Is that THE NOTORIOUS L.I.B.E.R.A.T.I.O.N.?"

A Nicoletta for every window

Just noting that the signs are in the window now for Nicoletta, the incoming, high-endish pizzeria on Second Avenue at 10th Street ...







The place reportedly opens Friday, per Diner's Journal...

Details from Diner's Journal on Thursday:

[Chef Michael White] will serve 12- and 16-inch pies to eat in or take out. The tables in the restaurant, a high-ceilinged box in wood and brick with 62 seats inside and 38 on the sidewalk, are fitted with little metal sockets in which the stems of cantilevered pizza stands are placed, so a pizza does not take up table space.

Last month, CB3 OK'd a sidewalk cafe totaling 17 tables and 37 seats split between Second Avenue and 10th Street. Expect a mob out there this summer.

Previously on EV Grieve:
Cafe Centosette closes on Second Avenue

Former Cafe Centosette space becoming a fancy-pants pizza place

[Updated] 4 photos of incoming East Village restaurants

Views yesterday of ... Michael White's pizzeria Nicoletta on Second Avenue at 10th Street...

... Iconic Hand Rolls on First Avenue at St. Mark's Place...

[Bobby Williams]

... Jim Power working on mosaics at the Bean on First Avenue at Ninth Street...

[Bobby Williams]

... and a menu meeting at Calliope on Second Avenue at East Fourth Street...

[EVG reader Pedro]

Updated 3:30 p.m. —
Thrillist has a Calliope preview here.

CB3 OKs beer license for Zaragoza on Avenue A

[Photo via Serious Eats]

That's the word from Alison Herman, who covered Monday night's CB3/SLA meeting for Eater. You can read more about Zaragoza's plight here.

In other action... the CB3/SLA committee OK'd a sidewalk cafe with liquor license extension for Nicoletta, foodie boner guy Michael White's new pizzeria coming to 10th Street and Second Avenue.

Eater also has more details on the Standard East Village's approved alterations here.

The Lo-Down has coverage of the meeting here ... and here.

Previously on EV Grieve:
Making the case for Zaragoza Mexican Deli & Grocery to serve beer

Michael White now hiring at Nicoletta

Yesterday, we took a look at the incoming Michael White pizzeria on Second Avenue at 10th Street ...

Anyway, a reader sent us a link to a Craigslist ad ... apparently, if you're interested, they're hiring front-of-the-house positions... Per Craigslist: "Focused on pizza and Italian cuisine, we are seeking staff to share in our love of food, passion for service, and desire to develop a new brand offering the highest levels of quality, hospitality and professionalism."

Bonus ad except for host/hostess: "Able to multitask while remaining calm and hospitable."