The Flatiron Room, a renowned whiskey haven in New York City, is set to extend its operations to Miami this autumn.
The Flatiron Room - a name that sparks curiosity in New Yorkers. It's a blooming whisky bar, high-end restaurant, and lively music venue all wrapped into one, nestled in Manhattan's NoMad neighborhood since 2012. Another gem in the Big Apple, the Flatiron Room's Murray Hill location, set up shop in 2017.
2025, however, represents a fresh challenge for bars and restaurants. Economic instability, potential tariffs, and a slid in alcohol consumption paint a precarious picture. But owner, Tommy Tardie, is unfazed. On the horizon, the Flatiron Room expands its footprint, aiming for a grand debut in the vibrant Edgewater section of Miami this fall.
Tardie and crew are betting big on the future of the hospitality industry, a gamble that seems tame considering their successful journey thus far. Two venues in the heart of New York City, including one that weathered the pandemic, are testament to their ability to beat the odds.
I sat down with Tardie in the Flatiron Room Murray Hill over some bubbly water (still early for whisky) to discuss the new Miami location and the changes brewing in the New York outposts. With the interview condensed and edited for brevity, let's dive in.
What's the buzz in Miami about the Flatiron Room?
They say, "Miami is the sixth borough." With a lot of NYC transplants in the area, there's great anticipation. Our planned Miami location should resonate with these familiar faces. Plus, our members in New York are always talking about their Miami escapes, so we're hoping this strategy will pay off.
How well-versed are you with the Miami food and drink scene?
Due diligence is key to our success. Visiting other establishments, learning from what they're doing, helps us arm ourselves with knowledge. It's part of what makes our industry unique - we can explore competitors' places directly, comparing service styles, drinks, and food offerings.
What's on the menu in Miami?
Miami's scene is on the rise, and we're eager to see what the city has to offer. We plan to cater to the tropical vibe, while staying true to the Flatiron Room experience. The aim is to avoid an overly New York-centric approach, ensuring our Miami venue feels authentically Miami.
Our Miami location will put more emphasis on food and cocktails, spearheaded by new culinary director, Jiho Kim, and a new beverage director, Ben Wald. Is this a response to the decline in spirits consumption?
We value spirits, but with the economy in flux, it's crucial to maximize revenue opportunities. Our evolved concept, offering a robust food menu, allows us to cater to customers seeking a varied dining experience. Furthermore, our Miami location will also serve breakfast and lunch.
How do you plan to navigate potential tariffs?
We maintain flexibility, especially when it comes to spirits. With robust margins and a long shelf life, we can adapt as needed without compromising on quality. Miami patronage is vital for our growth, so we won't resort to price gouging.
So, no $1,000 martinis in Miami?
We'll certainly have high-end, large format items for those special occasions, but they won't form the norm. Our focus lies on providing an accessible, community-centric experience.
The economy's been a concern over the last couple of years - inflation, tariffs, recession fears - how has it affected your NYC locations?
People have been tightening their belts, turning away from flashy gimmicks, and seeking genuine, quality experiences that offer great value. Our sustainable, locally-sourced ingredients and dedication to storytelling resonate with these growing trends.
Having multiple locations allows you to share costs, boosting your operational efficiency. How does that impact cost savings and compliance?
By purchasing in bulk, we can lower costs, benefiting from reduced prices on goods like glassware, plates, and even luxury hand towels (our restrooms boast some fancy ones). We can also print our company logo on bulk orders of these items, saving even more money.
Zero-proof cocktails have been a hot topic recently. What's your opinion of the category?
non-alcoholic cocktails can enhance the night without leading to overindulgence. With a growing number of options, I find myself going for two regular cocktails, followed by a zero-proof drink, keeping the fun going but sparing myself a potential hangover.
Will the Miami location draw inspiration from the NYC menus?
We'll use the NYC venues as a testing ground, refining dishes and cocktails based on customer feedback. However, we'll tailor the Miami menu to suit the kitchen's capabilities and the unique Miami culinary scene, with sushi and seafood likely taking center stage.
With your increased presence in Miami, how will it affect the New York locations?
We've been focusing on building a strong team to ensure our NYC locations can thrive without constant oversight. Fortunately, Miami is just a two and a half-hour flight away, allowing me to return quickly if needed. The initial months in Miami will require a lot of my attention to address any unforeseen challenges and nuances, but I expect to split my time between both cities.
Do you need a new "face of the brand" in NYC?
I don't want to be the sole face of the brand. I'd like our General Manager, Assistant General Manager, and staff to provide a consistent, welcoming experience, making our clients feel valued and special.
Keeping a business running for over a decade - what's the secret?
Constant adaptation and smart, efficient management. We aim to preserve the essence of our concept while remaining agile, ready to pivot when necessary. The future of our industry may be uncertain, but our ability to evolve and adjust will help us navigate its challenges.
- The Miami outpost of the Flatiron Room, an established whisky bar, restaurant, and music venue in New York, is set to open this fall, marking an expansion into the bustling Edgewater section.
- In an interview, owner Tommy Tardie discussed the new location, highlighting the anticiaption among New York transplants in Miami and the potential resonance with the Flatiron Room's existing members who often vacation in Miami.
- The new Miami location will emphasize food and cocktails, with new culinary director Jiho Kim and beverage director Ben Wald helming the operations, reflecting a strategic shift to cater to changes in consumer behavior and the local market.
