A story last month (February) in Business Insider described Eatsa, a new restaurant chain. as “unlike any fast-food chain we’ve seen before.”
The reporter, Hayley Peterson, who appears to be, in her photo, in her youngish thirties, clearly was using the ‘royal we’ – speaking as one as if she were, like the queen, somehow greater than the sum of her parts.
But then, no one of her generation ever had an opportunity to see Eatsa’s spiritual and practical predecessor, because Horn & Hardart, shut down its last New York City Automat in 1991 – a fact that Haley later alludes to in her well-done, highly-illustrated article.
Horn & Hardart, which opened its first restaurant in 1902 in Philadelphia, quickly caught the public’s attention for a couple of reasons. Its several walls of shiny glass-door compartments held individual portions of sandwiches, salads, desserts and more. Combinations of nickels (five-cent pieces) would be deposited in a slot by each door featuring a desired item. The door would unlock, and the item became yours!
On one side of the usually-large rooms – some seemed to be nearly the size of Rockefeller Center’s ice rink – there were steam tables where hot dishes were available. Whether you stopped by the hot tables or skipped them, you sat wherever you wanted – beside whomever happened to be there – and tipping was discouraged.
There was, after all, no service: You could enjoy a pretty good ‘fast food’ experience – this was, in fact, the nation’s first true fast-food restaurant chain – without once interacting with a person, with the possible exception of a ‘nickel thrower’: A woman who exchanged your larger coins and/or bills for their value in nickels.
The food was prepared either behind the scenes on the same location or at a central commissary elsewhere in either New York or Philadelphia, the two principal cities where Automats operated. The food was, by standards of the day, healthy and nutritious, and ordinarily pretty tasty, too.
So what happened to the Automats – which, by the way, were based on an earlier automat concept in Germany? A couple of things: The arrival of McDonald’s, Burger King and local variations on the same theme(s) provided a more ‘exciting’ atmosphere and, significantly, drive-thrus. At the same time, in the late- ‘60’s – early ‘70’s, as food costs rose, there weren’t a lot of things that could be offered for a combination of nickels.
Then there was the rent factor: For obvious reasons, Automats tended to located in high-traffic locations. Horn & Hardart at one time operated 40 of their restaurants in New York City, and as the rents rose – as they seem to do with tide-like regularity in ‘The Big Apple,’ their share of overhead, coupled with the higher food costs, made Automats economically unviable.
A company calling itself Bamn! attempted to revive the concept in New York City’s East Village in 2006. It survived a mere 2.5 years – probably, in part, because the street it was on, St. Mark’s Place, has been ever-more ridiculously pricey real estate since the 1960’s, when it was a popular draw as home to Gerdy’s Folk City, when ‘folk music’ was all the range, then to clubs of more advanced genres, and, for a while, to one of NYC’s hottest jazz clubs – frequently inhabited by Thelonious Monk – and the kid of gift/memento stores tourists flock to.
(I often ‘hung’ there when Monk was in residence – selling nonsense poems written on bar napkins to tourists!)
Eatsa is a truly modern-day version of the automat-type restaurant. It’s brightly lit, it’s décor is plain but in tune will Millennials’ tastes.
It’s computer-based ordering system – for the sole specialty, a bowl of quinoa priced at $6.96 and topped with whatever the customer orders, from a wide range of choices – is recorded and stored so when a customer returns, his/her previous preferences are displayed and alternates are suggested as part of the approach to encouraging repeat visits.
So far, there are Eatsa locations in Los Angeles and San Francisco. Nation’s Restaurant News has reported that the chain plans to open at least ten more locations this year.
From that, point who knows?