Finally, a new Mexican specialty shop exists in New York with bottled agua frescas, queso and chorizo by the pound, and ice pops by La NewYorkina! Miscelanea at 63 East 4th street in the East Village in one-stop destination for novelty and must have foodstuff from Mexico.
Spearheaded by Guillaume Guevara, former food and beverage director of the Carlyle Hotel and in collaboration with the restaurant group Looptonic, behind Mexico City projects, Butcher & Sons and Biergarten at Mercado Roma. Guevara who gave us a sneak peak of the space.
How did you come up with the idea?
Guillaume: So we were having conversations like, hey where do you buy groceries? I don’t’ know I don’t really have a place, I go to Sunset Park, I got to Queens, I go to Passiac in New Jersey a bunch of places but you have to make a 12 stop shopping if you wanna make one dish, and there is no place that sells all at once so that ‘s how the idea came. “Why don’t we make a miscelanea, una tiendita, una aborreteria, que tiene todo Mexicano, no?”
Who designed the space?
I designed myself, you know I went with a lot of architects, spoke to many Mexican architects. Pretty much all the design is me, from the polished cement walls and exposed brick, to modern touches of the marble counter, and the whole black metal concept.
What can we find at the store?
I think a good way to describe the store is a specialty grocery store, but it’s also a mini concept store in a sense that we don’t just necessarily sell food, so in essence you can pretty much come to buy anything, in fact our website which is currently being built describes it pretty well, “Life, food and drink.” You can come if you want to buy house accessories or you can come to eat tortas.
You talked about selling tortas and breakfast sandwiches, who came up with those dishes?
The menu was designed between myself and Gerardo Salgado my business partner from Looptonic. The menu remains very simple, we’re trying to stay with the simple basics Mexican things for two reasons, because I think they’re the tastiest plus because their relatively easy, we don’t have a kitchen we’re not trying to be a restaurant.
The menu is very straight forward for breakfast we have two different breakfast sandwiches made with Conchas and egg, queso Oaxaca and avocado, or queso fresco and marmalade. For lunch we have a variety of tortas, esquites, and two different kinds of chilaquiles. We’ll have ice coffee with horchata our version of a vegan ice latte, Mexican hot chocolate in the winter and café de olla. In the summer we'll sell paletas from La Newyorkina. We sell queso Oaxaca, queso fresco, queso cotija, Mexican cream, mole, chorizo, and tortillas by the pound. We’ll weight in front of you like you would in a traditional market.