Brooklyn Diner -- Times Square

What Brooklyn Diner -- Times Square does

Brooklyn Diner is a privately-held American diner brand operating two Manhattan locations under the Fireman Hospitality Group — at 155 West 43rd Street (Times Square) and 212 West 57th Street. The business is a traditional full-service restaurant offering classic American diner fare across breakfast, lunch, and dinner, with menu items such as Eggs Benedict ($23.95), pancakes ($15-$25.25), burgers (~$25.95), sandwiches ($22-$25.95), and specialty entrées including Dry Aged NY Strip ($34) and Fish & Chips ($26.95). Both locations run extended hours (8am-11pm Fri/Sat, 8am-10pm Sun-Thu), and the menu is available all day. Primary customer segments are Times Square tourists, general public diners (locals, office workers, families), and event celebrators — the latter served through a $500 per person New Year's Eve prix-fixe at the Times Square location.

The company's revenue streams include dine-in F&B sales (the dominant stream), delivery and takeout via third-party platforms (Seamless, DoorDash, UberEats, Slice), e-gift cards sold through Toast Tab in custom denominations, a branded merchandise e-commerce store selling T-shirts ($19.95), hoodies ($50), caps and mugs ($15 each), and private/special-event dining. The underlying technology stack is entirely commodity infrastructure: a BentoBox-hosted website, OpenTable for reservations, Toast Tab for gift cards, Google Maps for location discovery, AdRoll for cookie-based retargeting, and the four delivery aggregators. There is no proprietary technology, no AI/ML capability, and no app. GTM motion is direct-to-consumer through walk-by tourist and foot traffic, online search, organic social (Facebook, Instagram), email signup, and aggregator listings.

Brooklyn Diner operates as a core brand within Fireman Hospitality Group's diversified NYC restaurant portfolio, which also includes Trattoria dell'Arte, Cafe Fiorello, Bond45, Fiorella Pizzeria, Paris Bar, Cafe Paradise, Brooklyn Delicatessen, and Le Jardin. The parent provides centralized brand management, operational infrastructure, and cross-promotional surface. The business is a stable, asset-light hospitality operation whose primary defensibility is its Times Square lease-adjacent location rather than technology or scale economics.

Name

Brooklyn Diner -- Times Square

Legal name

Brooklyn Diner

Website

https://brooklyndiner.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Brooklyn Diner operates two full-service American diner locations in Manhattan (Times Square on 43rd Street and Midtown on 57th Street) under the Fireman Hospitality Group, serving classic breakfast, lunch, and dinner fare to tourists, locals, and office workers with dine-in, delivery, gift cards, and merchandise revenue streams.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Full-Service Restaurants (722511), Restaurants and Other Eating Places (7225)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Casual Dining Restaurants (THAFACAB)

Keywords

• American diner cuisine
• Casual dining restaurant
• Breakfast lunch dinner
• Branded merchandise store
• Private event dining

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Infrastructure, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Food and Beverage Sales: Core revenue from dine-in meals across breakfast, lunch, and dinner service. Menu features classic American diner fare including eggs, pancakes, burgers, sandwiches, salads, and specialty entrées. Alcoholic beverages including beer, wine, and cocktails also available.
2. Merchandise Sales: Online store selling branded merchandise including T-shirts ($19.95), hoodies ($50.00), baseball caps ($15.00), beanies ($15.00), and coffee mugs ($15.00). Available for local delivery, mail delivery, or in-store pickup.
3. Gift Cards: E-gift cards sold in denominations of choice for both 57th Street and Times Square locations. Issued through Toasttab platform.
4. Delivery and Takeout: Third-party delivery partnerships with Seamless, DoorDash, UberEats, and Slice for takeout and delivery orders from both locations.
5. Private Events: New Year's Eve pre-fixe dining experience at Times Square location priced at $500 per person including live entertainment, champagne toast, and party favors.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Brooklyn Diner operates two full-service American diner restaurants in Manhattan (Times Square on 43rd Street and Midtown on 57th Street), serving classic American comfort food across breakfast, lunch, and dinner service. The offering includes dine-in meals, takeout and delivery via third-party platforms, branded merchandise, gift cards, table reservations, and special-event dining including a New Year's Eve pre-fixe experience at the Times Square location.

Product overview

Brooklyn Diner is a New York City-based American restaurant offering dine-in services, online ordering, and catering across two locations. The product portfolio consists of core restaurant services at two Manhattan locations (57th Street and Times Square/43rd Street), supported by online ordering integrations with Slice, Seamless, DoorDash, and Uber Eats. Additional offerings include an e-gift card program through Toast Tab, a merchandise store selling branded apparel (T-shirts, hoodies, caps) and drinkware (coffee mugs), and table reservation capabilities. The company operates under the Fireman Hospitality Group parent organization.

Differentiator

Problem solved

Functional benefit

Products and services

• Dine-In Restaurant Service Full-service American diner offering breakfast, lunch, and dinner service at two Manhattan locations (43rd Street Times Square and 57th Street). Menu features classic comfort fare including eggs, pancakes, burgers, sandwiches, salads, and specialty entrées, with breakfast available all day. Alcoholic beverages including beer, wine, and cocktails are served.
• Delivery and Takeout Service Online ordering for delivery and takeout from both Manhattan locations via direct online ordering and third-party delivery platforms including Slice, Seamless, DoorDash, and Uber Eats.
• Gift Cards E-gift cards sold in custom denominations redeemable at both the 57th Street and Times Square locations, issued through the Toast Tab platform.
• Branded Merchandise Store Online storefront selling Brooklyn Diner branded apparel and accessories including T-shirts ($19.95), hoodies ($50.00), baseball caps ($15.00), beanie caps ($15.00), and coffee mugs ($15.00), available for in-store pickup, local delivery, or mail delivery.
• New Year's Eve Pre-Fixe Dining Experience Special-event New Year's Eve dinner at the Times Square location priced at $500 per person, including pre-fixe menu, live entertainment, champagne toast, and party favors. Reservations booked via OpenTable with 6:30pm seating and deposit required.
• Table Reservations Online reservation system for both Manhattan locations allowing customers to select location, party size, date, and time.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Partnerships

One partnership is on record.

• Fireman Hospitality GroupcoreOthersBrooklyn Diner is operated by the Fireman Hospitality Group, which owns and manages a portfolio of notable New York City restaurants including Trattoria dell'Arte, Cafe Fiorello, Bond45, Fiorella Pizzeria, Paris Bar, Cafe Paradise, Brooklyn Delicatessen, and Le Jardin. The group provides centralized brand management, operational infrastructure, and marketing support for Brooklyn Diner.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Direct peers

• Tom's Restaurant: Iconic Upper West Side diner (Seinfeld-fame) serving classic American breakfast and lunch fare. Comparable as a heritage NYC diner brand relying on location and brand recognition.
• Junior's Restaurant: Long-standing NYC diner brand famous for cheesecake and classic American fare, with a Times Square location. Closely comparable as an established NYC diner brand competing for tourist and local diners in the same corridor.
• Bill's Bar & Burger: NYC casual American restaurant focused on burgers and comfort food with multiple Manhattan locations. Comparable as a Manhattan casual-dining concept with broad all-day menus and tourist/locals customer mix.
• Empire Diner: Chelsea-based classic American diner with a heritage stainless-steel aesthetic. Comparable as a Manhattan full-service diner targeting comfort-food diners, though outside the Times Square corridor.
• Ellen's Stardust Diner: Iconic Times Square diner with classic American comfort food and a unique singing-waitstaff concept. Directly comparable as a high-volume, tourist-driven Times Square diner competing for the same walk-by foot traffic.
• The Smith: Multi-location Manhattan casual American restaurant serving breakfast through dinner in a brasserie style. Comparable as a high-volume casual American full-service operator targeting similar tourist, office, and local diner segments.

Broad incumbents

• Applebee's Times Square: National casual-dining chain with a Times Square unit serving classic American fare at mid-market prices. Comparable as a casual American chain operator in the Times Square corridor, though with a much broader national footprint and standardized menu.
• Carmine's (Times Square): Iconic Times Square Italian family-style restaurant operating as a major tourist destination. Comparable as a high-volume, group-oriented Times Square full-service restaurant capturing similar tourist demand.
• Hard Rock Cafe Times Square: Major branded themed-restaurant operator with a flagship Times Square location serving American fare to tourists. Comparable as a high-traffic Times Square dining destination, but operates a broader global portfolio rather than a local diner focus.

Others

• Trattoria dell'Arte: Sister restaurant within Fireman Hospitality Group, located adjacent to Carnegie Hall. Comparable as a portfolio-mate under the same parent; useful for understanding parent-group operating economics, though a different cuisine (Italian).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BrooklynDinerus
• Instagraminstagram.com/brooklyndinerus
• LinkedInlinkedin.com/company/brooklyn-diner----times-square

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brooklyn Diner -- Times Square