Lifestyle dining centers blend digital-first, virtual restaurant brands with brick-and-mortar space
C3 by sbe will open Citizens Manhattan West and Citizens Atlanta at Phipps Plaza as it cements plans to open food halls across the country. C3, which operates several virtual brands and a proprietary app, Citizens Go, will utilize the brick-and-mortar locations to bring its culinary concepts to key markets for on-premises experiences.
Krispy Rice, EllaMia and Sam’s Crispy Chicken are just some of the restaurant concepts that C3 operates. The partnership with Simon Property Group will facilitate the opening of Citizens Phipps Plaza in Atlanta by the end of 2022. And this summer, C3 will open its first digital-first food hall at Brookfield Properties’ Manhattan West.
Citizens food halls allow consumers who use the Citizens Go app to order food for delivery and pick-up up out of a ghost kitchen. In addition, Citizens food halls will feature a grab-and-go market showcasing hand-rolled sushi, fresh pastas, hearty sandwiches, as well as sweet and savory pastries. In Manhattan, three dining concepts arising from a partnership with Spanish chef Dani Garcia and Los Angeles-based sushi chef Katsuya Uechi will also debut.
“Atlanta and New York are dynamic, culinary-centric cities whose restaurant industries have significantly suffered this past year,” says Sam Nazarian, founder and chief executive of C3 and sbe Hospitality. “With Citizens, we aim to bring fresh energy, variety and employment opportunities to these culinary spaces at a time when diners are beginning to look forward to immersive, in-person dining experiences again.”
Citizens Manhattan West summer opening
Several dining kiosks will be on tap for on-the-go diners at The Citizens food hall in Manhattan, which is slated to open in July. It will also offer a boutique wine shop with interactive classes for guests. Plus, S Bar, Umami Burger, Krispy Rice, and other C3 virtual brands will be available.
In addition, an EllaMia café and a central bar serving pastries during the day and craft cocktails in the soir will make the food hall an all-day affair. Katsuya, by Chef Katsuya Uechi, will provide a modern reflection of traditional Japanese dishes, while Casa Dani will be a notable Mediterranean destination with “Spanish flare,” developed in partnership with Chef Dani Garcia, a three Michelin star Chef.
Award-winning architect and designer David Rockwell was selected as the creative lead for Manhattan West. “The culinary center’s bold architectural elements, including geometric food counters, vibrant brand imagery, and immense stone pillars complement alluring, low lighting to create an ambiance more reminiscent of an upscale restaurant than a traditional food hall,” according to an announcement.
Also the marketplace-style dining center is designed with plenty of open pathways for diners to browse options, select grab-and-go options or pick up pre-ordered meals.
Citizens Atlanta, Phipps Plaza 2022 debut
In Atlanta, Phipps Plaza, a major shopping destination located in the Buckhead neighborhood and operated by Simon Property Group, will be the sight of Citizens’ C3 ghost-kitchen model, offering on-premises dining, pick-up and local delivery to consumers in the surrounding Buckhead neighborhoods. Opening in 2022, this lifestyle food hall, spanning 24,000 square feet, will bring the C3 model to the Southeast Region for the first time.
“Citizens Atlanta is redefining what it means to dine in the retail space, transforming food and beverage from an afterthought to the main attraction,” says Patrick Peterman, senior vice president of development at Simon Property Group. “We’ve been supporters of C3’s vision from the very beginning and we’re looking forward to bringing the brand’s collection of world-class culinary concepts together under one roof. Through this partnership, Citizens Atlanta is further transforming Phipps Plaza into Buckhead’s premier luxury shopping, dining, entertainment and hospitality destination.”
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