The Emmes Group of Companies is welcoming Diner24 to historic 1674 Broadway, adding to Midtown’s growing ecosystem of destination dining along one of New York City’s most storied corridors.
Driven by post-pandemic shifts in how people work and experience the city, landlords are transforming underutilized space into activated, experience-rich buildings that stay vibrant well beyond the traditional 9 to 5. While chef-driven dining and “eatertainment” concepts are a major draw, these reinventions are also attracting office tenants seeking amenity-forward environments that help companies recruit talent, support culture and enhance the daily work experience.
Scheduled to open this fall at the intersection of Broadway and West 52nd Street, the two-story Diner24 will occupy more than 5,200 square feet of highly visible retail space in the heart of Midtown.
Inspired by New York City’s 24-hour diner culture, Diner24 reimagines a beloved institution for a new generation of diners with viral menu items such as towering Crazy Shakes, foot-long hot dogs, triple-decker burgers, decadent breakfast creations and comfort-food classics made with premium ingredients.
“We call it Diner 2.0,” said Stratis Morfogen, founder and CEO of Diner24. “We’re taking everything people love about the classic New York diner experience and elevating it. Fresh-baked pastries, homemade pastas, organic produce, Pat LaFrieda brisket burgers, incredible breakfast dishes, handcrafted sandwiches and outrageous milkshakes that people travel across the globe to try.”
The new Broadway flagship will also introduce a uniquely theatrical element fitting for its location.
“Our servers are Broadway performers, and every hour they’ll take the stage and perform show tunes for guests,” said Morfogen, who co-founded Diner24 along with restaurateur Philippe Olivier Bondon. “We call it ‘Show Tunes, Crazy Shakes & Burgers.’ It’s dinner and a show. It’s New York. And honestly, it’s the only place on Broadway where the show never closes.”
The lease represents another significant milestone in EMMES’ repositioning of 1674 Broadway, following a comprehensive multimillion-dollar restoration and modernization of the 1921 building. The property has recently welcomed several new office tenants and continues to attract companies seeking boutique headquarters space in Midtown.
“We’ve looked at opportunities throughout Manhattan for the past year and a half, but something always felt off,” said. “When we met the Emmes team, sat down together and started talking about the future of the building, it immediately felt right. They understood our vision, they understood hospitality and they understood what we’re trying to build. There was a level of trust and partnership from day one that made this decision easy.”
Originally completed in 1921, 1674 Broadway occupies one of Midtown Manhattan’s most recognizable corners at Broadway and West 52nd Street. For more than a century, the building has played a role in New York’s cultural and entertainment history, serving generations of artists, performers, publishers, talent agencies, music companies and creative entrepreneurs.
The Lambs, America’s oldest professional theatrical club, founded in 1874, relocated its clubhouse to the third floor of the nine-stor7 1674 Broadway earlier this year.
“When you look at the history of this building, from music publishers and talent agencies to Birdland, The Lambs and now Diner24, there’s a common thread,” said Christopher DePrince-Levis, asset manager for Emmes Asset Management Company Ltd. LLC. “It’s always been a place where people come together around creativity, culture and entertainment. We think that’s exactly what makes 1674 Broadway such a special place to work, visit and build a business.”
