I came across Clinton St. Baking Co. during 2020’s lockdowns. Not being able to visit New York, I resorted to living through some amazing channels, including Insider New York that showed us some of the best spots for pancakes. I became obsessed with Clinton St. Baking and was very keen to get behind the scenes and learn their story!
I visited Clinton St. Baking Co. one morning this summer and fell in love. The energy, food and overall laid back nature of something that is an institution just made me fall more in love with it in person.
What is your first memory of the best pancakes you ever had?
To be honest, I grew up in a household of quick breakfasts I made myself. Never hot. The first pancake stack I actually ever ate was from my own restaurant, if you can believe! Chocolate chunk are my favorite flavor and ours are the very best.
What inspired you to start Clinton Street?
My partner and chef, Neil Kleinberg, is also my spouse. We went away on a pre-honeymoon trip to Antigua and dreamed up the menu for our perfect breakfast spot— the type of place you’d want to go to on vacation, since that’s the time from when we have our most beloved restaurant breakfast memories.
How did Clinton Street become an institution?
The transformation towards iconic status happened after the Lower East Side became a magnet for Japanese tourists, about 12-14 years ago. Our dining room became very global and that’s also when we started opening locations in Asia, and then the Middle East. In my first career I was a national magazine editor for a decade and that taught me how to promote the business and our brand to a level of recognition that I felt it deserved, based on Neil’s cooking, which I think is the best.
What makes a restaurant special in your eyes and experience?
I love when a restaurant treats you kindly and intentionally from the moment you enter. The special factor comes from simplicity and a well curated menu that always offers your classic favorites without unnecessary flourish or changes. Service that is prompt and attentive without over talking or over soliciting is key.
I like a traditional approach, where servers are dressed in uniform, the music is not too loud, and the smells from the chef-driven kitchen make you excited to eat.
Some other favourite spots in NYC that you would recommend to us?
For amazing Vietnamese we love Madame Vo.
Cafe Fiorello is old school and always surprisingly delicious Italian near Lincoln Center.
Hwa Yuan has my favorite Peking duck and cold sesame noodles in Chinatown. For Mexican it’s Casa Enrique in Long Island city (get the tamarind margarita!), or a new favorite is Ensenada in Brooklyn.
What inspires you on a daily basis?
NYC is the most inspiring city in the world to me. Every day I marvel that I actually live here and bask in its cultural beat. Also, I’ve been practicing yoga and meditation for over 30 years and this helps me stay focused and centered so that I can live in this gritty (and glittering) city!
How do you take your coffee?
I don’t! I must be one of the few people in the world without a coffee habit! I drink mint tea.
Your advice to entrepreneurs?
If you follow your dreams, it’s true that the money will follow but you have to have a plan, and the numbers need to make sense.
Blind passion without a plan will only get you so far! Lastly, brand vigilance is key. Do not waver.
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