NYC Counter-Culture: Spotlight on EJ’s Luncheonette
- eileen strauss
- 2 days ago
- 5 min read
Updated: 2 hours ago
The Best Seat in the House is Still Bolted to the Floor
Like stepping back in time, EJ’s Luncheonette is an Upper East Side staple where the blue plate specials are hot, the greetings are warm, and the best seats in the house are still bolted to the floor. Channeling the spirit of the 1930s luncheonettes, many of which opened in the same decade that the Empire State Building first scraped the sky, EJ’s lives in the literal shadow of New York history.
A Slice of NYC History
Long before trendy diners became backdrops for influencers and menu items came with their own hashtags, there was the luncheonette, AKA counters, an evolution of the soda fountain that thrived in the early 20th century.
Mid-century, you could find these corner eateries on nearly every New York City block—cozy counters where factory workers and corporate execs rubbed elbows over scrambled eggs, hash browns, and bottomless cups of coffee.
Unlike the sprawling diners, luncheonettes were compact and intimate, with short-order kitchens tucked behind the counter and swiveling stools bolted to the floor. They were affordable, unpretentious, and endlessly welcoming.
Fast forward to 2025: while many of these beloved institutions live only in memory, EJ’s Luncheonette endures.
In a city obsessed with ‘what’s next,’ EJ’s Luncheonette is a reminder of what never really left. Bright, buzzy, and anchored in retro charm, EJ’s is more than just a place to grab breakfast—it’s one of the last authentic Upper East Side (UES) landmarks still holding down the city’s counter-culture.
In an era of chic cafés and fast-casual hangouts, EJ’s stands out by doing what luncheonettes have always done best: serving comfort with character, and building community, one plate at a time.
Upper East Side Counter-Culture
In a neighborhood renowned for its opulence and tradition, EJ’s Luncheonette opened its doors in 1992 and quickly became a UES favorite. Founded by Robert Eby and Jay Silver, two hospitality veterans who recognized a need for an authentic local dining spot, EJ’s continues to deliver the same warm, casual, and consistently neighborhood vibes as it did on day one.
Today, the family spirit behind EJ’s lives on, with Robert Eby’s daughter, Sarah Quirk, managing day-to-day operations. It’s that multigenerational passion that gives EJ’s its distinctive energy.
“People still ask for my dad when they come in,” offers manager Sarah Quirk. Growing up here, she notes, "60% of our staff have been with us for 10 to 15 years. This place is family for all of us.”
More Than a Brunch Spot
Though the crunchy French Toast Sticks are legendary, and the Grandma's Matzoh Ball Soup tastes like bubbe made it, what makes EJ’s truly special is its ability to stay relevant without losing its roots. The menu mixes Jewish deli classics, diner staples, and lighter California-style fare, making it as appealing to a health-conscious Gen Z-er as it is to a regular who’s been coming in since the early nineties.
And true to luncheonette tradition, the counter remains a social hub. It’s where locals sip their first coffee of the day, solo diners feel perfectly at home, and the staff knows your name (and maybe even your order).
Dinner is when the house lights up. “We rotate 8 to 9 Blue Plate Dinner Specials (Available at 4:30 Monday - Sunday), Sarah shared, "all hearty classics made from scratch."
And you don’t have to wait for November to enjoy an authentic Thanksgiving-style dinner. At EJ's, "customers can count on the Turkey Dinner Special every Thursday."
The meatloaf is another menu standout, with soups like Homemade Chicken Noodle and bubbly French Onion topping customer delivery pick lists.
For the health-conscious, EJ’s Luncheonette offers a variety of healthy and gluten-free options designed to satisfy today’s discerning diners. From fresh, vibrant salads to indulgent yet gluten-free waffles and French toast, there’s something on the menu for every appetite and dietary preference.
Delivery and Community Support
Delivery became a lifeline for many of EJ’s older customers back in 2020, keeping them connected to comforting meals and allowing the luncheonette to remain open as a neighborhood cornerstone when so many others were forced to close.
That sense of service hasn’t faded. Today, EJ’s delivery operation still plays a vital role in the business.“In the colder months, our orders are about 50/50 between dine-in and delivery,” Sarah shared.“But once the weather warms up and our 40-seat outdoor dining area opens, we see a shift to roughly 70% dine-in and 30% delivery.”
It’s a seasonal balance that reflects how EJ’s continues to meet the needs of the community, whether it’s bringing comfort food to doorsteps or offering sunny sidewalk seating where locals can enjoy a meal and watch people walking by.
Marketing with a Neighborhood Focus
EJ’s doesn’t rely on paid advertising; instead, the brand thrives on "genuine connections with micro-influencers, like Diners of NYC and UES Things," Sarah explained, "who celebrate the Upper East Side community."
Since the subway expansion improved access to downtown, the neighborhood’s vibe has shed its “boujee” reputation. EJ’s bustling dining room, with 120 seats inside and 40 outside, is regularly packed with loyal locals and Gen Z foodies eager to experience EJ's famous Chocolate Chip Pancakes, Crunchy French Toast Sticks, and an authentic NYC luncheonette experience.
EJ’s Secret Sauce
At a time when restaurants across the country are struggling to retain staff, EJ’s Luncheonette continues to defy the odds, fostering a workplace where team members stay for the long haul.
When asked about the “secret sauce” behind their staff retention, Sarah shared, “We believe our employees stay because we prioritize creating a safe, comfortable workplace.”
“To show our appreciation," she added, "we recognize outstanding performances with our Employee of the Month award," with this month’s honor going to team member, Jaime Guadarrama.
But it goes beyond recognition.
“Most importantly,” Sarah pointed out, “we treat every employee with respect and kindness. When challenges come up, we take the time to address them thoughtfully and fairly.”
That level of care doesn’t just keep staff happy; "it creates a ripple effect throughout the business."
“When you create a positive work environment,” Sarah explained, “you build consistency in your team. And that consistency translates directly into better food, better service, and happier customers," she continued. "Ultimately, that success circles back to the team through stronger earnings and (sustainable) growth.”
Take Away
With its retro blue plate charm, 1930s diner vibes, and tight-knit community spirit, EJ’s Luncheonette is more than just a spot for milkshakes and Griddle Melts—it’s a slice of New York nostalgia served daily.
Whether you’re perched at the counter, grabbing takeout, or cozying up at home with delivery, EJ’s continues to serve up the same warmth and consistency that have kept customers coming back for decades.
In a city that’s always rushing forward, it’s comforting to know that some things—like a great meal and a counter seat bolted to the floor—stand the test of time.
Follow @ejsluncheonette on Instagram to stay up-to-date, and order takeout or delivery directly through their website, proudly powered by Sauce.
1271 3rd Ave, New York, NY 10021
By Eileen Strauss
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