Sweet potatoes are trending these days.
As lunch prices soar in midtown New York City, office workers are finding creative and tasty ways to deal with inflation.
At various markets, delis, and street vendors, budget-conscious employees are turning to delicious roasted sweet potatoes, which are often priced at just a few dollars each. These may seem simple, but they’re gaining popularity—people are even enjoying them right out of hand, without any toppings like butter or salt.
It might feel a bit odd to rely on such minimalist foods, but thrifty dining has become quite fashionable. Lines for sweet potatoes are forming from Rockefeller Center to Koreatown.
Some enthusiasts have been surprised by the rich flavor of what others might dismiss as a basic dish.
“Mmm, it tastes like marshmallow,” exclaimed a local food video creator while trying fries from a nearby spot. “This totally blew my mind.”
“It’s so sweet… it’s like having diabetes that makes you want to soak it in sugar,” commented another Instagrammer while enjoying baked treats from a local store.
What looks like simple, Soviet-era food to some is, in fact, a beloved winter snack in countries like Japan, South Korea, and China, where it’s sold at convenience stores and on street corners.
At a trendy spot in Rockefeller Center, sweet potatoes are sold for about $5 each, adding to the reasonable menu options.
This straightforward snack is valued for its crispy outside and fluffy insides, enhanced by natural caramelization from roasting. Plus, it’s packed with nutrients like beta-carotene and vitamin C, which can provide an energy boost on chilly days.
Sweet potatoes are not just an affordable item in New York; they’ve also started showing up as a culinary trend on social media. Recently, a Georgia food influencer went viral for her video where she cuts open a potato to stuff it with cheese, dubbing it “teacher’s lunch.”
In Midtown, this type of meal has caught on as a popular option for those navigating rising costs. More traditional lunch combos are pushing $15, while sad salad bowls can run nearly $20. Even a slice of pizza has felt the pinch, often costing $1.50 or more.
In contrast, sweet potatoes remain an economical choice, often costing just a couple of dollars each.
One popular spot in Koreatown, Julie’s, serves rotating sweet potatoes in their outdoor oven, attracting those looking for a good deal. Prices here hover around $2 to $3 per potato—about a third of what you’d pay for a small order of fries.
Tasters have found Julie’s potatoes to be soft and flavorful, bursting with taste rather than blandness, making them more of a filling feast.
This spot has garnered praise from food enthusiasts online, with one notable actress seen enjoying a massive potato and declaring: “I love my skin. It’s amazing.”
Julie’s was also highlighted in a local food tour by influencers, showcasing their celebration of this simple food item.
Sweet potatoes are readily available at Hmart, a local Korean supermarket, where they are known for their sweet taste, reminiscent of candied apples.
They can be purchased in packs for $6 to $7, a price much lower than many other popular menu items.
Further uptown, in a chic deli near Radio City Music Hall, sweet potatoes are surprisingly featured. Here, they sell for $6.99 a pound, and they often sell out during lunch hours due to their popularity, even though these are larger and filling.
However, not all sweet potatoes available are traditional. Nearby, a branch of Mithnon offers sweet potatoes prepared in honey, served whole with sour cream; they’re a bit pricier at $5 each or $9 for two, but considered truly indulgent.
