At Lunch Now: Boulud Says “Shake Shack Has Nothing On My Burger!”
The first reports are pouring in from NBC’s fancy food truck promotion today. You had to win your way in… and it looks like a lot of Midtown Lunchers took advantage. Blondie and Brownie are on line right now at the Boulud Truck in Midtown (on 48th btw. 5+6th) and they will be sending live reports from the scene (apparently he is serving burgers!), but to tie you over here’s a report sent in by Lunch’er Jill from the Liebrandt truck, which was parked from 10-Noon in the Flatiron District.
Due to my strange talent for being able to tell the location of pictures taken around NYC, we landed a spot on the fancy food truck express today. An email told us to go down to the Flat Iron district, where Paul Liebrandt was going to be serving fish and chips. Yum! I was excited! Exclusivity in New York is a very heady thing, and I was all excited that we didn’t get one of those obnoxious ACCESS DENIED emails. But, honestly, leaving work for lunch at 10:30 and spending $4.50 for the trip made me hope that the food was going to be worth it. ACCESS GRANTED read the little card we were handed at the start of the line. Then they checked our name, our password, and stamped our hand. First of all, it seemed like there were many more NBC staff standing around the cart then there were lucky winners. We grabbed a little cone of food and barely walked four steps before we were stopped by a camera crew and interviewed about the experience. Everyone, the chef, the staff, the camera crew, could not have been nicer. But we were served one tiny fish croquette type thing and a few chips. A magnificent, delectable fish and chips combination, but it was practically a thimbleful. The fact that they called this a lunch was very misleading.
Check out the cone, plus live reports from Midtown, after the jump…
It wasn’t even cocktail party food. It was a taste. On the subway ride back uptown I told my husband “This was a publicity stunt gone awry.” He said, “Well, so was the Hindenberg but at least no one at the food cart said ‘Oh, the humanity.’” Then we started laughing because we remembered, at one point wind blew down an entire rack of the fish and chip cones that scattered all over the sidewalk, and my husband saw the mess and said “Oh, the humanity.” When I arrived back in midtown I went to the Jamaican Dutchy and got a real lunch.
It seems like Blondie and Brownie are having a slightly better time on 48th.
12:15 – The line is already stretched down to Pronto Pizza, but you get a choice of three things: burger, sausage, or croque.
12:30pm- From Lunch’er Evienyc – “I had the Frenchie Burger & my friend had the lamb sausage… both delicious & the dessert was to die for!! So completely awesome! And Daniel is so nice!” It’s starting to look like the Flatiron District got screwed…
12:55pm – The line moved really fast, and is almost finished. Boulud is in good spirits and wearing a shirt that says “Eat My Sausage”. Awesome.
12:57pm – “Shake Shack has nothing on my burger!” – Boulud
1:05pm – Lamb sausage delicious. Burger cooked perfectly if you like it rare (and topped with pork belly!) Croque monsieur… one of the best we’ve ever had. I don’t see how Ducasse and White are going to top this!
3:00pm – Lunch’er “Adam Prato” just sent in this report from the 2-4pm truck parked on B’way & 13th: “I got a pass for the event from StreetMeasOnsumer3000 for the 2pm slot. I wasn’t told the location so I assumed it was on 48th st but it was on Broadway and 13th, so I wound up taking a cab there and a train back ($11.50) for a free lunch :) Anyway the 2pm chef turned out to be Ducasse. The food was good. On the menu was tarte flambe, charcuterie, and a merengue. Unfortunately the food was cold and didn’t stand a chance with today’s weather, and I question the rationale of the organizers for scheduling a street food event in mid-winter. Cold sausage doesn’t win me as a fan of his work, but I don’t blame him. The portion was decent, generous considering the whole meal. Next time they really ought to do this in the spring or