Friedmans Herald Square

Stepping into Friedman’s Herald Square at 138 W 31st Street, you’re welcomed by a cozy yet energetic atmosphere marked by exposed brick walls, warm wood paneling, pendant lighting, and intimate booth seating—a casual vibe with a polished edge. The menu blends modern American comfort with nods to Jewish‑American classics, offering generous all‑day fare such as buttermilk fried chicken, wild mushroom matzoh‑ball soup, hearty veggie burgers, short‑rib bourguignon, and brunch highlights like lemon‑ricotta pancakes, avocado toast, and Nova Benny . Notably, the restaurant is ultra‑gluten‑friendly—almost everything is marked gluten‑free or easily adaptable, with dedicated fryers and allergy flags for safety Find Me Gluten Free. Whether you're grabbing a quick brunch, fueling up before a show or concert at nearby Madison Square Garden and Penn Station, or enjoying a laid‑back dinner, the vibe is relaxed and unpretentious, the service brisk, and the portions hearty—making it a warm, accessible pick for diverse groups looking for flavor, comfort, and convenience