PROFILE: Midtown Lunch’er “Sisha Ortuzar” Plus ‘wichcraft Book Giveaway
Every Tuesday I turn over the site to a different Midtown Lunch’er for his or her recommendations for the best lunch in Midtown. This week, I’m pretty excited to welcome Sisha Ortuzar, the cofounder of ‘wichcraft, which has many Midtown locations. Whether or not you love or hate ‘wichcraft, Sisha is an amazing chef who has cooked in some of ML’s favorite cities- including Chile, New Orleans, and of course NYC (at Grammercy Tavern). And he co-wrote the brand new ‘wichcraft book (along with Tom Collichio). We actually have 5 copies to give away at the bottom of the profile.
Name: Sisha
Age: 36
Occupation: Restaurant owner, so it depends on the day (sometimes chef, sometimes designer, sometimes architect, sometimes marketer, sometimes dishwasher, etc.)
Where in Midtown do you Work?: ‘wichcraft (several locations in Manhattan, a lot of them in Midtown)
Favorite Kind of Food: I like almost everything; it really depends on the day. The food that I find most interesting tends to be spicy (Szechuanese, Korean, Indian) but I also like simple and straight forward food. One of my favorite things to eat is toast with butter.
Least Favorite Kind of Food: Puerto Rican food. It just seems very bland and one-note to me.
Favorite Place(s) to Eat Lunch in Midtown: Bar Zippeto (on 6th btw. 56+57th) for espresso. The halal meat cart on 6th Ave. and 49th for meat on a stick. A cheeseburger from the Burger Joint at the Parker Meridien (on 56th btw. 6+7th), and Yushi (on 47th btw. Park+Lex) for a healthy snack.
“Go-To” Lunch Place You and Your Coworkers Eat at Too Often? ‘wichcraft. It’s kind of convenient.
If you could work anywhere (just because of the lunch) where would it be and why? Singapore. Those hawker food centers look really good.
Is there anything you’d like to ask the Midtown Lunch readers? How can ‘wichcraft make you happier? (I know I’m setting myself up for abuse with this one.)
Well, unlike previous lunchers, at least he knows he’s in for some abuse! Alright… so here is how you win your own copy of the new ‘wichcraft book by Tom Colicchio and Sisha Ortuzar. Just comment below… a ‘wichcraft suggestion, or whatever, and you’re entered to win. 5 winners will be drawn at random on Friday (4/17) at Noon. Please be sure to include your email address so we can contact you if you win. (Don’t worry, it won’t show up on the site.)
I’ll start… make the sandwiches cheaper and/or larger! That way us fat guys won’t have to resort to “menu strategies” like this one.
And as always if you want to be next week’s Profiled: Midtown Lunch’er (or know somebody you’d like to nominate), email me at zach@midtownlunch.com.
Posted: 11:45 am, April 14th, 2009 under 'wichcraft, PROFILE: Midtown Lunch'er.
96 Comments | RSS comments feed for this post
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96 Comments
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I love ‘wichcraft and have fond memories of the heirloom tomato BLT (in season) and other great , creative sandwiches I’d get from the Greenwich street location. Sadly I no longer work near a ‘wichcraft and it would delight me if they opened an outpost or even a truck (!!) and come down to Wall Street.
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Daily sandwich specials. I go to wichcraft regularly but I get realllly sick of the menu which never changes. I think it would help to have weekly or daily featured sandwiches (like all the ones in the book that I have never tasted but want to)
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I also agree with Zach and Ruth – I like wichcraft a lot, but it’s just too much to pay for a sandwich!
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Ask for abuse and ye shall receive…in abundance
I actually like the sandwiches as they are, but for the price, you should ‘throw in’ something as a freebee… maybe a chocolate or a homemade cookie or something. Hell, I’d even take some of those long crunchy breadsticks that come with the soup.
Or how about a secret password like “ZACH RULES” to get Midtown Lunchers a free side?
And lower the buy 12 get 1 free sandwich card limit to buy 6 or 8 and get one free.
One more thing: Where’s your Midtown Lunch Challenge entry?
Goddammit, who’s running things over there?!?! You obviously need me as a consultant… I accept my fee in sandwiches.
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Would love to see a ‘wich with proscutto, grilled asparagus, some sort of cheese & notes of truffle (maybe through oil? Aoili?).
Heaven. On bread.
Also, maybe drop the price of the sandwiches $1, or throw in a small coffee or a small bag of chips.
Cheers, Katie
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Ditto the above. ‘wichcraft food looks good, but small portions and high prices keep me from going here as a lunch option. (And I happen to live right by a ‘wichcraft.) There is too much tasty food around at lower prices to spend about $10 for any of the ‘wichcraft meat sandwiches, which are not very filling.
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The one in Rock Center has a coffee happy hour. Would be awesome if that was expanded to the one in Bryant Park.
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Cheaper ‘wiches… Puerto Rican food bland??? Really? What have you eaten that was so bland?
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I vote for a soup & sandwich combo that includes some of the other sandwiches. Also, a location in the east 50s would be great.
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just took a look at a few recipes on SeriousEats: http://www.seriouseats.com/tags/recipes/%27wichcraft looks like this book could really class up my sandwich making.
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i’m actually a big fan of some of the more moderately-priced sandwiches (grilled mozzarella & fontina and the grilled cheddar) so i can’t really complain about the cost. but i’m also a big “soup and sandwich” fan and i’ve been really underwhelmed by some of the ‘wichcraft soups i’ve tasted- especially the tomato one. and of course combo pricing would be nice too!
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Offer discounted combos for regular customers.
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sorry to be so unoriginal, but price is the main barrier to prevent me from visiting.
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Cheaper, bigger and more variety. All covered already, but those are the keys.
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i agree with east-sider – combo pricing on soup/sandwiches! any type of specials or deals.
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How about mini sandwich samplers? So you can taste 2 or 3 different sandwiches during a meal!
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I’m not going to say cheaper because you get what you pay for, but I kind of wish I got more of what I paid for. Bigger sammies are always appreciated.
I’m also a fan of the special sandwich of the day concept. Give me a new reason to come back from time to time and shell out the extra bucks. -
Is it time to add a banh mi to the menu?
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‘wichcraft needs to enter the midtown lunch sandwich challenge!
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‘Wichcraft used to have a hot steak sandwich up until a year or so ago. Even though the store’s overpriced, I usually had it once a week and then suddenly they discontinued it… That was also the last day I set foot in ‘wichcraft.
Bring that sandwich back!!
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I think ‘wichcraft would be better if I got one of these free books.
But barring that, I have to agree with the cheaper prices comments. -
Ditto on an east 50’s location.
Price, price, price. Especially for the smetimes-dainty sandwich-size. I did love the BLT I had there (when it was available)…mmm.
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Honestly, I don’t even care about the price. I’d need two of your sandwiches to even make me remotely full.
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I agree- I’d love to see a midtown location in the east 50’s!
56th and 5th is a good block :) -
Man, I never win at these giveaways. Anyways, I agree with all the above.
Either make a discounted combo: soup/sandwich or sandiwich/chips, drink/ sandwich. or free cookie… or make the sandwiches bigger.
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I hope your restaurant doesn’t become the victim of some wilding on the day of the parade. If you don’t love Pernil, you don’t love America..
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Make the sandwiches bigger – or lower the cost? Also more desserts never hurts!
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I’d buy an over-priced, middle-of-the-road wichcraft sandwich if the owner wasn’t racist. :)
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Cosi used to (or still does?) run a coupon in AM New York every few weeks offering $2 off a sandwich, which admittedly still left their sandwiches around $7, but at least they didn’t feel like a total rip-off. A deal like that would go a long way to making ‘wichcraft seem user-friendly. Oh, and Puerto Rican food is “one-note”!?
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A couple more rather inexpensive side offerings, even just downsized versions of the full-sized salads, or i’d have to second a soup/salad/sandwich combo, and an east 50’s location…
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Yeah a once a month coupon would be nice, but I guess you guys get plenty of customers and $$ from tourists alone that what we say doesn’t matter.
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How about adding a peking duck-esque sandwich? :)
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The soups def. come off as an afterthought. They could be more complex.
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Wow. Puerto Rican food is bland? Maybe you just haven’t eaten good Puerto Rican food. I find some of the sandwiches at ‘wichcraft to sound better than they taste. portions are small and there isn’t anything reasonably priced that fills you up. We have a saying in my business, “fast, good or cheap” You can have any two but not all. ‘wichcraft is only fast off hours/ it’s mostly good/ but it aint cheap. So you barely pass the test.
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All right… you did set yourself up for this one. I actually don’t have an issue with the price or the size. You guys use quality ingredients, and I don’t get the whole concept of stuffing your face until you’re in a food coma. But I have had issues with the service at the Bryant Park kiosk. The most egregious one consisted of having me wait over 20 minutes (once I got to the front of the line) for a hot sandwich. Clearly, your guys saw me waiting and waiting there, but never said anything. Asked them where my sandwich was as I ordered a long time ago. Guy looked around and then looked up and found it on top of a ledge. Just popped it into a bag, never apologized and handed it to me. The sandwich was cold, and I have never waited so long for such a disappointing meal. I was trying not to be pushy and just tried to be patient. They clearly didn’t call my name as I was hanging around there the entire time. And if you see somebody just hanging around there (and these guys weren’t even doing much … it wasn’t prime lunchtime), train them so that they ask a customer if they need anything. Service is a big deal for a lot of people, especially when you’re paying Wichcraft prices.
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have just a couple of constructive suggestions: to me, one of your big differentiators is your quality ingredients — can tell that a lot of thought went into selecting your purveyors and great that you take the time to even make certain ingredients, like the mayo. while you have very inventive sandwich combinations (several of which i am a fan of), i would like to be able to build my own sandwich (pick the bread, meat, condiments, etc etc). And build them generously. My second suggestion echoes that of others — make these sandwiches bigger. Give ‘em something to talk about. Carnegie’s monster sandwiches are $16-18 but you don’t see people complaining about them…in fact, it’s a talking point for people how ridiculously big they are. I’m not saying to do anything like that. But unfortunately, at the current prices, ‘Wichcraft sandwiches are set up to underdeliver and underwhelm despite the great combinations of flavors and tastes. In my mind, you have to do something to overdeliver to people and give them a product that leaves them more than satisfied, especially in these tough economic times.
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have recession-friendly sandwiches with recession-friendly prices. Use up-and-coming ingredients. Give out the book with every sandwich.
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Make some Crostini’s. Those are toasted pieces of bread with topping on them. For instance you can have one with ricotta and sundried tomato, or goat cheese and fig, etc…You can sell them as a set of 3 and this presents a lite lunch.
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I would agree that variety is the spice of life and having such a fixed menu tends to ward off adventure seekers. I usually only order an item for the second time if it blew my mind, and none at the ‘craft have done that for me yet. I am a big fan of the meatloaf sandwich, but couldn’t even finish the sardine one. I’m not saying it was “bad” because I’ve read a number of accolades for it, but it was easily one of my least favorite lunches I’ve had in the area. But I can still appreciate the “different-ness” (for lack of a better word) of the effort.
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Bring a ‘wichcraft to Los Angeles!
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***edit*** anchovy, not sardine (mea culpa)
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1. Late night food, something greasy and fried and just right for soaking up booze (which will require late hours too)
2. Contrary to popular opinion, something smaller and snacky, slider-esque and simple (meat, cheese, mustard or mayo) so that, when I just want a small bite to eat in between meals I don’t have to pay $10 for (what I hear is) an underwhelming whole sandwich
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“Least Favorite Kind of Food: Puerto Rican food. It just seems very bland and one-note to me.”
Oh wow. As someone who has grown up on Puerto Rican cuisine I can’t believe that I’m reading this. My meals were NEVER bland, always full of flavor and spicy. Maybe it’s the places that you went to that were bad.
Unless you grew up on it also, then I am sorry to say that whoever served it to you just. couldn’t. cook.
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have a menu that separate the savory from the sweet sandwiches. Creating a collection of sweet sandwich (aka nutella or strawberry cream) might appeal to customers when they want to grap an afternoon snack.
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I’m fine with the size and price since your ingredients are top-notch, but I do wish your menu would change more often, or have more specials. As much as I love my grilled gruyere, it would be nice to have another grilled cheese option more often (I’m not a fan of the other two). The same goes with the desserts; thrilled to see Sullivan St. at the Rock Center location, sad to not see it at my preferred location (49th st).
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How can ‘wichcraft make you happier? Free sandwich samples on the store-front would be nice!
I have to agree with everyone above. There needs to be some deals/ specials. With our wonderful economy today, how about a BOGO (buy one get one) sandwich deal. That way people can share with their friends or finally feel two sandwiches are “big” enough to enjoy. :-)
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The Bryant Park kiosk, in terms of sandwiches, really isn’t as good as the other locations. Especially the anchovy sandwich, which is my favorite. I think they put on a whole layer of anchovies, like the way they’re layered on the paper with no space in between, and it’s way too much. So I never get it anymore. And why do the kiosks only ever have apple coffeecake and the other locations seem to have different seasonal flavors?
I think it would be a good idea to throw in something like a cookie as a freebie. Or maybe a free beverage. Or be able to order half-sandwiches for half the price.
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Make the BLT available year round. Love that sandwich.
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I’d eat at ‘wichcraft far more often if it was slightly more affordable.
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IS your Dad Donald Pleasance?
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Some minimal ability to customize sandwiches would be a plus (short of a build-your-own, which would slow down already delayed lines).
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Service. Not to pick on just ‘wichcraft, all of Tom’s restaurants suffer from the same affliction. CraftBar has just plain bad service; Craft used to be great, now is indifferent; and ‘wichcraft counter folks are just unfriendly and/or too spacey. I congratulate Tom on the success of his reality show. My suggestion is to let Ripert be the guest host, and so he can get back to work, training his staffs again. Oh yeah, and lower your sandwich prices. Come on; they’re not that great.
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How about putting the sandwich featured in Gourmet Magazine on the menu? Red Wine-Braised Flank Steak with Roasted Peppers, Onions, and Gruyère… sounds wonderful but over two hours for a sandwich? If you do the work for me, now that would be perfect!
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I would definitely have to say new specials, every week or month to keep things exciting and interesting…
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1) Sell one “Killer App” sandwich that is priced well below the others and is unique to upscale sandwich shops. Kind of like the Midtown Lunch sandwich challenge. Alternatively, if you don’t discount, offer some combination like a fee cookie or something on your slowest day of the week.
2) Agree with Blondie – feature more special desserts – your desserts now are great but switchit up even more. The cookies and cakes are top notch but offer more variety so I can go back more often.
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I think adding weekly specials would be nice to add a little variety to the menu. Also, the soups seem like just an after thought, and it would be great if there were a couple of more choices.
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Yes, definetly make the sandwiches cheaper and change the menu often. Also the soup of the day seems to be the soup of the month or more. It really doesn’t change that often.
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I was happy to see ‘wichcraft is now on Seamless Web — but I wish you would improve delivery. I would order more often it didn’t always take 60-90 minutes to get a sandwich (and i’m only a few blocks away).
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Puerto Rican food is amazing. ‘wichcraft….meh.
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Send us some ‘wichcraft love in the 50s east of Park! I would go there all the time if it weren’t a fourteen block walk from where I work up at 59th & Lex.
Please don’t make your sandwiches bigger. It would be nice if you could offer some cheaper options with cheaper but quality ingredients, but… Under $10 is cool with me as long as there is enough protein to keep me sated.
P.S. No one has mentioned your oatmeal, but I miss the oatmeal I used to get from your stand in Bryant Park so much.
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As someone not in the ‘wichcraft target demo, I can just tell you that in two years of working by your store, never once did I feel compelled to even try it. But judging by the lines at ‘wichcraft in the summer, it seems like you guys do a good job hitting your target demo. And knowing the Chef Tom empire, pretty sure you guys wouldn’t lower the prices anyway, except maybe on a Wednesday in a separate kitchen or something.
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Serve deep-fried hotdogs, can I have to book now? :)
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I would try wichcraft too if the astronomical prices came down.
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Make the sandwiches bigger! I don’t mind paying extra for something I know is good and fresh…but I always appreciate a sandwich that is more than a “snack”
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I’d agree with either lowering the price or throwing something free in. I’ve got a ‘wichcraft right by my work, and I’ve been put off trying it since I’m usually famished by lunch and end up opting for Koreatown goodness.
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Agree with lots of other commenters that there should be more combos or deals- with desserts or drinks or soups. Or at least – if the majority of sandwiches are going to be expensive, have a deal of the day with a rotating more affordable sandwich.
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Personally, I think you are positively yummy.
Sad that you are involved in a coven, however.
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Forget about ‘freebies’ like paltry chips or a drink. What would sell the sandwiches is making them more substantial. Even if the ingredients and combination are above average, it is ridiculous for the vast majority of people to pay $10 for a sandwich that doesn’t even make a full lunch.
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“PUERTO RICAN FOOD IS BLAND”? That statement just boggles my mind; puerto rican food is absolutely delicious; different types of peppers, oregano, garlic, mojo, vinegars, citrus, cilantro, onion…all are key ingredients in puerto rican food, and if you have had bland puerto rican food, it was most likely the result of poor cooking or catered to a blander palate. I love spicy & flavorful food: indian, thai, korean, etc…but I am puerto rican and for me, puerto rican tops every other type of cuisine…:)
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Yes, where is your Midtown Lunch Sandwich Challenge??
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Bland Puerto Rican food? Does that exist? The place you went to for Puerto Rican food did you dirty… or they might not have been puerto Rican.
Puerto Rican food… bland? Ha! Visit my grannies kitchen dude. NOT Bland at all. -
Wait… maybe a puerto rican sandwich for ‘wich craft! yeeeeah
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Though I should add: Very nice pressed shirt and eyeglasses, Shisha.
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I would love to see an osso bucco sandwich.
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I’m still waiting to hear what Puerto Rican food he had that was bland and one note… That comment spits in the face of what Puerto Rican food is all about… colorful, spicy, tasty, variety of flavors…
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Food is good, way to small for the money, bigger sandwiches. More pork, that is always good
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On withcraft, clearly the food is overhype, too small of portions and to pay $10+ for sandwich I would demand either table service and ors d’heuvre or a half off coupon for the next sandwich. You need to be able to provice cheap delicious food, if not you shouldn’t even be allowed in this website.
And seriously, Puerto Rican food is bland??? Where have you been eating food?? Such blasphemy is like saying that Zach loves lunch over $10……
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Uh oh sisha, you have raised the ire of the puerto rican midtown lunchers
Watch out… they carry knives
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They are on the expensive side but it’s worth it for me. Sometimes you’ve got pay for quality. I’d actually like to see a daily or weekly special sandwich.
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Pros: Wichcraft (46 & Fifth) is my go-to place and I come in at least once a week for the turkey sandwich or the grilled cheddar—I guess I’m a regular since the counter gal knows my last name. Price/size of sandwiches is fine by me. I appreciate the reasonable $1 price for the chips and cookie. I like reading a magazine as I wait. Your counter people are pleasant. Free #13 sandwich is great and I think fair. Thanks.
Cons: Your soups need help. Lentil is bland, texture on potato cheddar is strange, watercress and potato is odd and those flavored oils don’t help any of your soups, sorry. I’ve sometimes felt that the free stick crackers are the best part of the soup…so I’m giving up on your soup and now I go to Dishes for soup (addicted to the peanut soup there). Can you add in a chicken soup for like $6? Please expedite for the people waiting in-person, because when I’m behind a seamless web order I’ve waited 20 minutes. The sides (potato salad and chickepeas, etc) are all meh. I mentioned to a coworker that it is dumb to put the book out on the counter because it is a catalog of all the sandwiches you CAN’T get, so rotate some of them in. If you can get a combo deal (say sandwich, cookie or small side and lemonade/iced tea) to a flat $10.50 that sounds good to me. Finally, you’re not fooling anyone by saying that those are greenmarket apples when there is a PLU sticker on them!
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how about a wichcraft version of a value meal that’ll change periodically; like a sandwich meal of the week that’s under $10.
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Wichcraft ah? I’d definitely try it if there was one here in CA.
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I agree that they should have a Midtown Lunch Sandwich Challenge entry. I’d LOVE some sort of french dip sandwich with au jus dipping sauce. Or maybe a fondue-ish dipping sauce. :)
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i LOVE wichcraft! i need the recipe for those creamwiches!
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My main issue is the variety on the menu. If there were daily specials or more variety, then I’d go more often. To be fair, I’ve only been to the Bryant Park kiosk and it’s been about a year since I’ve last been, but I had the same thought when I walked by one in Vegas.
With that said…the shill has worked and maybe I’ll try out another location today. I hate myself for that.
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Offer a greater variety of breakfast items. I love the coffee and would like to have a selection of yogurts and fruit to buy along with it.
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This is a great profile. I love his toast with butter comment. And the Zibetto espresso bar truly does rock! As for Wichcraft, of course it would be great if they lowered the prices. Or made the sandwiches bigger. Or had weekly or daily specials. That chickpea sandwich is off the hook. Who knew that chickpeas could taste that good? And why not treat New Yorkers to the skirt steak, fried eggs and oyster mushrooms on a roll that you serve in Vegas?
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Bigger Bigger Bigger!…YESSSS…the wait time is pretty atrocious, even when you pre-order online. That’s one of the things stopping me from going to ‘wichcraft more often. When you want to spend your short lunch break at the park, you definitely don’t want to waste it on line.
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Better hours! I crave wichcraft when I get off work, but the one near me (47th btwn lex and park) is always closed by then. I also love the sullivan st baking items. Please get the cream filled bomboloni in addition to the jelly filled one!
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I agree, sandwich special would be gerat.
And I think Puerto Rician food is one-note as well. -
I have worked around Bryant Park for 4 years and have never heard anything positive about Wishcraft that would make me want to go there. I can get small portions of expensive anywhere. Perhaps your a bit too big for your britches Wishcraft. Celebrity only sells tourists.
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More vegetarian options
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This is a travesty. No more “dudes” on Tuesday ML’ers. This section should be reserved for hot asian and latina chicks with predilections for “creative” food ideas.
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I think the quality of your turkey could be better and your soups leave a lot to be desired.
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I don’t think they are that expensive. I go to the one in Bryant Park, and not every day, so it’s fine, and much better than going to Subway every day and eating their plastic bread!
I have to agree with Zach make the sandwiches cheaper! I would go to wichcraft more if it wasnt so expensive.