i.
Made this morning.
By six the kitchen is running. Sauces whisked, dressings emulsified, pickles drained, ginger grated. Nothing on your bowl was prepped yesterday.
0
days holding
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EST. 2016 · NEW YORK CITY · シンプル
Our story · Since 2016
Small kitchen.BIG STANDARDS.
A tiny mom-and-pop running two NYC shops since 2016. The same hands prep the same bowls every day — and nothing on your plate was made yesterday.
A few words · from Chef Kim
When you step into Simple,
When you step into Simple,
you are family.
"I've been a chef long enough to know what fresh actually means. It means we order what we need today, we cook it today, and we don't pretend a refrigerator can turn back time. The way I serve you is the way I'd serve my own people."
— Chef Kim · founder & owner
* Kim has worked in commercial kitchens since 2008. Simple is the first shop she owns.
ii. What we stand on · four pillars
Small kitchen.
Small kitchen.
Big standards.
ii.
0days frozen
Sushi-grade. Cut same-day.
Whole sides of salmon and tuna from two NYC seafood partners. Broken down by hand. If we sell out, we sell out.
iii.
Small batches.
- About 150 bowls a day, give or take.
- No walk-in stacked with extras.
- Anything left at close goes to neighbors.
- Average waste: under three percent.
iv.
"We know your name."
The same five faces behind the counter since 2019. We don't run a revolving door, and you can taste it. If you're a regular, we've already started your bowl.
Two boroughs · nine years
How we got here.
-
2016
The first shop opens on the Lower East Side.
109 Eldridge. Five seats, one counter, no investors. The first menu had four bowls. Chef Kim's spouse worked the register; Kim was the kitchen.
-
2018
Press notices. Lines start.
Word travels off Delancey. Time Out and New York Magazine show up. We stay tiny on purpose — same small menu, same small kitchen.
-
2020
We feed the block through the pandemic.
Lower East Side stays open through every wave. Bowls for hospital staff, bowls for neighbors who lost work. Same hands, harder days.
-
2022
Downtown Brooklyn — shop two opens.
311 Atlantic Avenue. Same menu, same standards, same Kim flying between the two on the F. Two shops is exactly the right size — small enough to still pick our own produce.
-
Today
Same bowls. Same hands. Same point.
Two shops, six bowls, no freezer. We know our regulars by name. The kitchen still opens at 5:55 AM and we still don't know what we'll cook tomorrow until tomorrow's delivery arrives.
The people · behind the counter
The same five
The same five
faces since 2019.
We're not a chain and we're not going to be. The same hands prep, plate, and pass your bowl across the counter. If you visit twice, we'll remember your name.
Come see for yourself
Visit a shop.
The Lower East Side line moves fast at lunch. Brooklyn is quieter on weekends. Either way, walk in and we'll have you eating in three minutes.
See you at the shop.
Visit
- 109 EldridgeLower East Side · F · J · Z
- 311 AtlanticDowntown Brooklyn · A · C · R
- Open 11am – 9pm · Daily
Order Delivery
- Lower East Side109 Eldridge · 5 apps
- Downtown Brooklyn311 Atlantic · 5 apps
- DoorDash · Grubhub · Postmates · Uber Eats · Delivery.com
Stay in touch
A short letter, once a month. New bowls, neighborhood notes, the occasional discount.
We won't sell your email. We barely use it.
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Made by hand, in NYC