Counter Service, the fast-casual sandwich chain from Chipotle founder Steve Ells, is opening its newest location on the Upper East Side.
Why It Matters: The expansion brings Ells’ latest restaurant venture to Lenox Hill, marking a significant test for the brand’s appeal beyond its initial downtown locations.
The Details: The new Counter Service will occupy 1302 First Avenue on the corner of East 70th Street, Upper East Site was first to report. Ells launched the chain earlier this year as a pivot from his short-lived vegan robot restaurant concept Kernel.
What’s Happening: The restaurant, opening in late fall, specializes in compact, jam-packed breakfast and lunch sandwiches designed for the fast-casual market, per Eater NY. Menu standouts include the Smokeshow with roasted chicken, smoky barbecue sauce, and jalapeños prepared three ways: pickled, roasted, and smoked.
Zoom In: Counter Service also caters to vegetarian customers with options like the Gigante, featuring braised chard, kale, white beans, broccoli rabe, and a blend of melted fontina, Parmesan, and provolone cheeses.
The Big Picture: Ells’ move into the Upper East Side represents his continued efforts to establish a new restaurant concept after stepping back from Chipotle, focusing on neighborhood-focused locations rather than the widespread expansion model of his previous venture.
