Restaurants in Manhattan's dreaded congestion toll zones are struggling to keep customers coming by offering to pay the $9 toll, Side Dish has learned.
From Midtown's Fresco by Scott to Nomad's Sushi by Bow to the Financial District's Clinton Hall, diners can find some relief from the hated tax that went into effect Sunday.
“We have business travelers coming in during the week, but on Fridays and Saturdays we have employees driving in from outside of Manhattan, from the boroughs, from Long Island, from New Jersey. And now they're angry, even if they live in Manhattan. “You're angry too!'' zone,'' restaurateur and Good Day New York host Rosanna Scott told Side Dish.
On Friday, her restaurant will offer a $9 credit per table if you order at least one appetizer and main course. If it is well received, they will consider extending it.
“As a family-owned restaurant in the heart of New York City, we understand the challenges our customers face. This dinner is a great way to thank you for choosing to dine with us. It’s a way of communicating,” Scott said.
Another restaurateur, Aristotle “Terry” Hatzigeorgiou, CEO of The Lure Group, plans to open the Clinton restaurant at 51 East 36th Street and West 36th Street for the remainder of January. Hall said it will offer drivers $9 off on tabs of $100 or more at its stores and within FiDi.
“This is a way to alleviate some of the pain of congestion pricing,” Hatzigiorgio told Side Dish.
Veteran nightlife impresario Richie Romero, a partner at Sushi by Bou, said the Japanese restaurant is offering $9 off per person on its $65 signature 12-course omakase experience. Diners must use the code CONGESTION to get this deal through February 1st.
All three restaurant operators said the toll would be charged to drivers heading below 60th Street during peak hours, 5 a.m. to 9 p.m. on weekdays and 9 a.m. to 9 p.m. on weekends. He said he uses the honor system for the $9 refund.
“Most people don't know [the zone’s borders.]” Romero told Side Dish. “If they live on 74th Street and come to Sushi by Bow at Nomad and walk up there and back, they’re paying the bill.”
She added: “I still have to go to my partner's house on 94th Street and pay a ridiculous congestion charge to get back to my West Village home. It's crazy! Sushi by Bou The problem with that is we have two stores in Nomad, one in Times Square, and one in Chelsea, all of which are in zones.”
The famed promoter's marketing team devised a tongue-in-cheek social media campaign to promote Sushi by Bou's discounts, using images that mimic the new toll signs posted around town.
Romero, who also owns the popular Meatpacking District nightclub Hearsay, said he plans to rent a bus to shuttle guests and staff from Brooklyn and Queens to cover costs.
He plans to use a Mercedes Sprinter van for clients in Manhattan.
Scott also plans to add a bit of music to liven up the atmosphere at her restaurant, 34 E. 52nd St., by hosting a crowd-fee dinner with a DJ this Friday.
“Maybe we'll do that Donna Summer song — toot toot, beep beep!” she joked.
