James Beard Pop-Up Success


NEW YORK — Reservations at JBF LTD, the ultimate in pop-up restaurants, are closed as the dinner seats are sold out.

The successful business model began with an evolving mandate. “We’re bringing together incredible chefs, celebrated authors, television personalities, and many other people and partners to create the most exciting pop-up food pavilion and restaurant New York has seen,” reads a description of the pop-up on the website.

The pop-up theme is core to the restaurant’s decor, with windows, tables and waiter’s t-shirts numbered from one to 27, with a digit crossed off with red paint daily. In addition to the dinners, JBF LTD serves a café-style lunch, followed by afternoon scheduled programs, tastings, giveaways, book signings, lectures, merchandise and more. The evolving menu features celebrity chefs, including Laurent Gras, Inaki Aizpitarte, David Chang and David Kinch.

Designed by celebrated architect James Biber, James Beard Foundation’s temporary restaurant opened in the dynamic Chelsea Market April 12 and is set to close May 14.


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