Jed Kleckner Comments: Say Cheese (and Mac)!
January 19, 2012, New York Post
Forget Green Bay — Manhattan is cheesehead central.
The top delivery joint in New York City doesn't hawk hamburgers, Chinese food or pizza, but another great American standby — mac and cheese — according to stats compiled by Delivery.com.
S'MAC, short for Sarita's Macaroni & Cheese, took more orders in 2011 than any other restaurant that delivers in the city.
Sarita Ekya, the East Village restaurant's co-owner, said the place gets slammed hardest on Saturdays, making about 50 deliveries an hour.
“It's a nonstop day,” Ekya said. “We have three delivery guys. From the minute they're on their shift, it's go go go.”
Angel and Anthony Salas got hooked on S'MAC about a year ago and get a nosh-size of the All-American delivered on nights they don't go out. Anthony, 12, who attends the Technology Arts and Sciences Studio School across the street from Sarita's, also stops by on the way home.
“It's always packed here,” said Angel, 30. “That's when we started getting takeout.”
The restaurant's name is a play on words that harks back to the bad old days when junkies lined up on East Village streets looking for a different kind of fix.
“East Villagers get it,” said Ekya, a Nova Scotia native. “Other people will think it's just an abbreviated form of the whole name.”
New Yorkers love comfort food, especially when it's delivered. The types of takeout places that topped Delivery.com's leaders list by ZIP code were dominated by restaurants serving diner and deli food, American, pizza and Chinese.
And city residents dine out or order in for 50 percent of their meals, according to a recent Zagat survey.
Delivery.com CEO Jed Kleckner said New York City is easily the company's biggest market and that it deals with about 3,500 restaurants here. Uptown addresses tend to order more.
“Uptown, you have more families,” he said. “Families order on a more consistent basis for more people.”