Diner 24 to Open Theatrical Location in NYC's Theater District

Diner 24 is expanding its footprint by opening a new location in New York City's Theater District, offering a unique dining experience that combines classic diner fare with live entertainment. The new establishment, slated to open late next month at 1674 Broadway in a landmarked building owned by the Emmes Group, will feature singing waitstaff and a stage with a runway for performances.

Proprietor Stratis Morfogen described the concept as "dinner and a show" with an energetic atmosphere. Five of the approximately 16 singing waiters hired so far have professional Broadway and off-Broadway experience, providing authentic performances for customers. "They don't have steady work, and that's why they want to do this now," Morfogen said.

The new two-story space will accommodate 235 diners, with an additional 16 seats available outside. An upstairs stage with a 20-foot runway is designed to elevate performers above the dining area, complemented by stage lighting. "I want it to feel like an off-Broadway play," Morfogen stated. "There will be so much energy upstairs. We have great food and the performances. It's exciting for the consumer. It's dinner and a show and the only place on Broadway where the show never closes."

The menu will mirror the successful formula of the original Diner 24 in Gramercy, which has evolved into a "diner 2.0" concept focusing on fresh ingredients, burgers, milkshakes, and all-day breakfast, moving away from extensive, traditional diner menus. Prices at the Theater District location will be slightly higher than the Gramercy site, with burgers ranging from $12 (compared to $10) and double-decker smash burgers at $23 (compared to $19). A shake bar will also be featured.

Morfogen, whose late uncle was stage and screen actor George Morfogen, sees the Theater District opening as a full circle moment, drawing inspiration from his family's theatrical background. The building at 1674 Broadway has a history of hosting performances, previously housing Birdland, where jazz legends Count Bassie and Ella Fitzgerald performed.

The expansion into the Theater District came about after another restaurateur withdrew from the space, prompting the Emmes Group to approach Morfogen. The agreement includes a revenue-sharing model for rent.

The original Diner 24 in Gramercy, which opened two years ago, has seen significant growth, with annual sales increasing from $2.5 million to $6 million. The restaurant's signature homemade Greek desserts, originally prepared by two grandmothers, known as "yia yias," are now made by 90-year-old John Nikolopoulos, or "papou," at his Brooklyn commissary and bakery. Nikolopoulos has been baking for 75 years.

While the Gramercy location hosts celebrations with singing waiters and sparklers, its smaller size (1,500 square feet with 75 seats) limited the scope of performances. The Gramercy branch thrives on late-night business, serving hospital and police workers, with peak hours between midnight and 5 a.m.

Diner 24's expansion follows the recent closure of Pearl Diner after 64 years and Ritz Diner after 25 years. Morfogen expressed interest in acquiring these closed establishments, viewing them as opportunities to preserve local nostalgia. He also emphasized a modern approach, leveraging social media platforms like TikTok for promotion and eyeing national expansion for the Diner 24 concept. "We are looking to expand the concept not just in New York but across the country," he said.